Making Diamonds out of Coal – The Bensimon Family Story

with guest speakers Albert & Toby Bensimon

Welcome the month of September with a hint of sparkle when we sit down to Breakfast at the Next Level with Shiels jewellery proprietor and chairman Albert Bensimon and his son, Toby Bensimon, Shiels managing director. After purchasing the Shiels business in 1977 from the widow of founder Jack Shiels, Albert and his team have grown the retailer from one store in the Central Markets area in Adelaide to a total of more than 40 outlets in all major shopping centres in Adelaide, Perth and, most recently, Brisbane.

The Bensimon’s commitment to quality at great prices has been the foundation of the Shiels business model. When Albert and his wife, Nyra, took over the original Shiels store, they invested in putting solid gold and diamonds into the offering, selling it at “exceptionally good prices”.

“Within three years, Nyra and I had started creating a chain business. Wherever Westfield went, we opened a store,” Albert said. Soon, Albert learnt that operating a multi-store organisation was completely different to managing one store, and required a different skill set.

“Chain stores require a different level of management. Earning trust from customers is easier on a one-to-one basis in a boutique store. On an overall basis, trust comes with good service, good prices, and good product. We’ve done that, and people come flocking through our doors in large numbers”.

Over the next 20 years, Albert became one of Adelaide’s best-known retail identities. His riotous ‘no hoo-haa’ advertising campaigns caught the attention of the Adelaide public, lifting sales during what was a tough time for the business. Albert says that being willing to take risks has been an important part of his entrepreneurship.

“Our business hasn’t always made money. It has gone through some difficult periods where it has actually lost money, so disrupting the market has sometimes been essential to our ongoing success,” he said.

Toby Bensimon began working for Shiels at the age of 15, and has learnt the business literally from the ground up – among his earliest tasks were vacuuming and cleaning windows. Since taking over the managing directorship from his father, Toby has been key to the growth of the Shiels. As well as making inroads in the jewellery trade, he is a co-founder of Podpac, Australia’s largest manufacturer of coffee capsules.

Among Toby’s biggest influences at Shiels has been turning the focus of the business’ marketing to the millennial age group.
“Millennials are our biggest customer group, but not at the exclusion of other age groups. For example, we recognise that Millennials dislike receiving phone calls. So, text-based conversations have been an important addition to our communications.

“We divide our marketing strategy according to the age group of our customers. Understanding our customers to that level is the difference between success and failure in an age where we can choose to communicate through multiple medias,” Toby said.

The culture of Shiels is also important to Toby. He says Shiels fosters a culture of acceptance.
“We truly value the input of people who are better at their jobs than (Albert and I) could ever be. We surround ourselves with people who are outstanding in their field, and we do well to listen to them.”

Albert agrees, saying “A third of our office employees have been with us for more than 40 years, since day one.”
“I think we are reasonable employers,” he continued, with a smile.

The Bensimons are working towards having stores nationwide, and lifting online sales.

In recognition of Albert’s service to business and to the community, Albert was made a member of the Order of Australia in this year’s Australia Day Honours List. In 1994, he established the Helpmann Academy to promote the arts in South Australia. He is a long-serving member of Rotary, and is a Paul Harris Fellow in recognition of his individual financial contributions to The Rotary Foundation.

Join us for this special event. Enjoy the morning with Albert and Toby Bensimon, and hear more about how they have stayed ahead of the competition to create their successful group of stores.

Join us at Fedoras Restaurant – or join via Zoom

Fighting Poverty through a Social Enterprise – Overcoming Systematic Poverty in All Its Forms

with guestspeaker Isobel Marshall, Young Australian of the Year
Wednesday 1 December 2021 | 7:00AM – 9:00AM (networking starts 6.30AM)

Fedoras Restaurant – Hilton Hotel, 264 South Road Hilton

Young Australian of the year Isobel Marshall is the Director of Health and Education at TABOO and is part way through her degree in Bachelor of Medicine (MBBS) and a Bachelor of Surgery at the University of Adelaide. Isobel is passionate about reproductive health and education programs, and has been awarded the 2021 Young Australian of the Year.

At just 18 years of age, Isobel Marshall co-founded TABOO with school friend Eloise Hall, to help women around the world by breaking down stigma around menstruation and providing greater access to hygiene products.

Isobel and business partner Eloise, crowdfunded $56,000 to launch their range of products in August 2019. TABOO sells high quality, ethically sourced, organic cotton pads and tampons to an Australian market, with 100 per cent of net profits going to One Girls – a charity providing education programs for girls and women in Sierra Leone and Uganda.

Locally, Isobel and TABOO have partnered with Vinnies Women’s Crisis centre, providing free access to pads and tampons for women who require emergency accommodation in South Australia. Recognising period poverty is not just a big city issue, they also support the Ngaanyatjarra Pitjantjatjara Yankunytjatjara Women’s Council.

Join us at Breakfast at the Next Level, on Wednesday 1 December.

The SOL Results team looks forward to welcoming you.

Buy your tickets now to secure your place!