Shetland ( or the Shetland Islands ) is an archipelago , the furthest out part of Scotland . However the industry faces challenges due to plagiarism of the word `` Shetland '' by manufacturers operating elsewhere and a certification trademark - `` The Shetland Lady '' - has been registered . Shetland is served by a weekly local newspaper , The Shetland Times and the online Shetland News with radio service being provided by BBC Radio Shetland and the commercial radio station SIBC .