_This is event is now postponed. _SOL Results will continue to work
in compliance with Government & Health Authorities, over the next few
months and will carry on communication with you, in respects to our
future scheduled events.
Our outcome is to ensure the wellbeing & safety of all Sponsors,
Annual Members, Guests & their families, as we all work together
during these uncertain times!
Stay Strong & Stay Positive. Together this too shall pass!
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_SOL Results is all about LEARNING, GROWING and ACHIEVING. On the
first Wednesday of every month, more than 100 of South Australia’s
most successful and motivated people get together over breakfast to
discuss, learn, share and grow – personally and professionally.
They’re arming themselves with the knowledge and inspiration they
need to continue to achieve more. And you can too._
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Welcome the month of April 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.
_GUEST SPEAKERS ALBERT BENSIMON AND TOBY BENSIMON_
MAKING DIAMONDS OUT OF COAL – THE BENSIMON FAMILY STORY
DATE: WEDNESDAY 1ST APRIL 2020
TIME: 6.30AM (FOR A 7AM START) - 9:00AM
PLACE: FEDORAS RESTAURANT AT THE HILTON, CORNER SOUTH ROAD & SIR
DONALD BRADMAN DRIVE, HILTON, SA
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.
Yours in success,
The SOL Results Team
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02/04/2020 Last update