Toby Bensimon named new managing director at Adelaide jewellery company Shiels Shiels managing director Toby Bensimon pictured in the Regent Arcade store. TOBY Bensimon has been named managing director at Shiels, as the Adelaide jewellery company plans further expansion interstate. Mr Bensimon takes the role from his father, Albert, who remains with the business as chairman. The 34-year-old has worked with Shiels since he was 15. Despite the family connections, his early tasks were far from glamorous and included cleaning windows and vacuuming. Mr Bensimon said he had wanted to learn the business from the ground up. "I feel that I am really prepared for the role," he said. The jewellery business is always something I have been exposed to. I can't remember a time when I wasn't passionate about the business and I have looked up to my father as a role model and a mentor. Shiels was founded in Adelaide in 1945 by Jack Shiels. Albert Bensimon and his wife, Nyra, bought the business in 1977. Since then, Shiels has grown to include stores in SA, Western Australia and Queensland. Mr Bensimon said Shiels had eight stores in Queensland, with plans to open a further 10. The next step was NSW and Victoria. "We have a strategy in place for the next six years to have a presence in these states," he said. My goal is to get to 100 stores (nationwide), so everything we do now is done with that goal in mind. Shiels also operated an online store, which currently accounted for 3 per cent of overall sales. "What's been really pleasing to see with the online shop is we're succeeding in places we don't have a (retail) presence," he said. Mr Bensimon had also branched out into other fields. Last year, he formed the coffee capsule firm Bestpresso with fellow Adelaide businessman Toby Strong. The business distributes the Italian-made Espresso 1882 pods to Australian retailers, and sells online.