New Trustmark Scheme relaunched in March

The world’s first consumer online assurance scheme for the jewellery industry, the Trustmark Scheme, relaunched on 1 March with the support of all four UK Assay offices for the first time. It was first launched in 2012 by the Edinburgh Assay office to reassure consumers that hallmarked jewellery was not counterfeit. Now the relaunch includes a brand-new Trustmark design featuring a crown in place of a castle, allowing for a unique certification number for each jeweller. Scott Walter, Assay master and chief executive at the Edinburgh Assay office and Assay Assured, said: “We are really excited that the Assay Assured certification scheme will now incorporate the combined weight of all 4 UK Assay Offices. As online retail channels evolve for the jewellery industry the importance of independently verified data points must evolve too. “Independent, digital verification is critical and allows a range of stakeholders to know that they can trust the marketing claims they read and be assured that the product is compliant. Assay Assured will remain focused on building trust, promoting excellence, and levelling the playing field.” According to a recent survey conducted on behalf of the British Hallmarking Council by brand protection group, WRi, a third of “gold” jewellery being sold online is suspected not to be hallmarked and therefore may be fake, raising concerns that UK consumers are being duped by internet traders. The UK hallmark is the original trustmark and one of the oldest forms of consumer protection. The four UK Assay offices are independent regulators that provide a hallmarking service to the jewellery industry in compliance with the 1973 Hallmarking Act. Businesses that decide to sign up for the scheme can display Assay office credentials and details of the business’ registration to the scheme are visible to shoppers in order to give them assurance of adherence to the hallmarking law. An additional layer of reassurance is provided within the product itself if the hallmark cannot be seen in the product image. Will Evans, general manager of the Goldsmiths Company Assay office, London, said: “Assay Offices have been protecting customers in the UK for almost 700 years, this initiative aims to bring that protection to shoppers who increasingly purchase luxury products online. Giving them extra reassurance that their retailer of choice complies with the Hallmarking Act.”