The National Association of Jewellers (NAJ) had announced its unification in two national newspapers in a bid to help raise consumer awareness.
To start making the wider public aware of the unification, which saw the British Jewellers’ Association and the National Association of Goldsmiths combine, a notice has been placed in both The Times and The Daily Telegraph today (Monday, 29 February).
The association, which acts to promote, protect and provide for the industry, said its “key focus of attention” is the consumer. It said its vital objective is to raise consumer confidence in the purchase of jewellery in order to increase the industry’s market size.
Through a newly-established code of conduct, the NAJ will set, maintain and enforce industry standards for professionalism, compliance and integrity.
The association’s mark of quality brand identity, which it showcased at the Jewellery & Watch show earlier this month, aims to build a bond between supplier and retailer, as well as the retailer and consumer.
Andrew Hinds, co-chairman of the NAJ and director of high street jewellers F Hinds, said: “Buying jewellery requires a huge amount of trust in your jeweller and in giving them your precious items for repair – remodelling or valuation – even more so.
“Now, through the NAJ, consumers know how to find a jeweller they can trust; our logo demonstrates that the retailer carrying it has signed up to the strict Code of Conduct and is required to be professional and trustworthy.”