Shiels connects online and in-store shopping with Find in Store, Click & Collect and Store Locator
Since 1945, Shiels has been part of Australia’s jewellery story. Founded in Adelaide, the family-owned brand has grown into one of the country’s most recognised jewellers, trusted by generations to help celebrate life’s most meaningful moments.
Now, as shopping behaviours continue to evolve, Shiels has taken the next step in their retail journey, to modernise their customers’ digital experience while keeping stores firmly at the heart of the experience.
A more connected shopping experience
With a network of 54 stores across South Australia, New South Wales, Queensland and Western Australia, Shiels recognised an opportunity to better connect online browsing with in-store availability. They were looking for a cleaner, more interactive solution to integrate seamlessly with their existing systems and support the way customers already shop.
The result is the implementation of Find in Store, Click & Collect and Store Locator across their Shopify store. Without leaving the shopping journey, customers can now:
- see what products are available in store using Find in Store
- select their preferred store for Click & Collect directly from the product page
- easily find their nearest Shiels location using the Store Locator.
Supporting stores, teams and inventory
By identifying store availability earlier in the journey, Find in Store helps turn online product discovery into in-store opportunities. Combined with Click & Collect, Shiels can better utilise inventory across its physical network and reduce missed sales caused by online stock limitations.
The solutions also support store teams with clearer fulfilment workflows and improved visibility, helping deliver a more consistent experience across online and in-store touchpoints.
Importantly, the focus remains on preserving the personal service and expertise Shiels stores are known for, while giving customers greater confidence before they visit or collect in-store.
“Shiels is a great example of a retailer evolving with intention,” said Andrew Maver, CEO of stockinstore. “Rather than trying to reinvent their stores, this project focuses on connecting online discovery with in-store availability, helping Shiels make better use of their physical network while preserving the service they’re known for.”
Blending heritage with modern retail
Shiels’ approach reflects a thoughtful balance of tradition and innovation. Rather than replacing the in-store experience, Find in Store and Click & Collect enhance it, allowing customers to move seamlessly between online research and in-store engagement.
It’s a natural next step for a brand that continues to evolve while staying true to its roots.
Technology stack
Ecommerce: Shopify
ERP and POS: Microsoft Business Central
A big thank you to Roumen Staykov, Sandra De Gregorio and the wider Shiels team for their collaboration and support in bringing this project to life. It’s been a pleasure working together on this next chapter for the brand.
