How I Built One Of The Top Jewelry Brands In Australia
My name is Albert Bensimon and I am the owner of Shiels Jewellers. The company was founded by Jack Shiels, who ran the family-owned business with his wife for over 32 years from their Central Market Arcade store in Adelaide, South Australia. Originally, Mr Shiels sold jewellery, giftware, and silver-plated merchandise.
When Jack Shiels died in 1977, his widow, Jeanne, sold the company to my wife, Nyra, and me. The business turnover was about $100,000 per year at this time. I had a degree in marketing and experience selling pharmaceuticals and computer software so we quickly expanded the product range to include more precious jewellery, including gold, silver, and diamonds. The gift lines were dropped, to establish a reputation for quality, value, and range in the jewellery sector; especially in diamond jewellery.
I kept the name “Shiels” to nurture the trust that already existed between the consumer and the business. I then led Shiels into being the first company to introduce “genuine discounting” in the Australian jewellery industry with my notorious advertising slogan, “No Hoo-Haa”. I was also the “first jeweller in Australia to sell gold by the gram”.
This reputation has helped...
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
