format

A format string or a function for the value of the column's field.

$("#grid").shieldGrid({
    dataSource: {
        data: [
            { ID: 1, name: "name1" },
            { ID: 2, name: "name2" }
        ]
    },
    columns: [
        { 
            field: "ID", 
            title: "Unique Number", 
            format: "{0:c}" 
        },
        { 
            field: "name", 
            title : "Name", 
            format: function(value) { 
                return "<strong>" + value + "</strong>";
            } 
        }
    ]
});

You can see an online example here: columns formating.