The initiative was launched at The Jewellery Show London, the jewellery industry's answer to London Fashion Week. It takes place over two days, the 12-13th June in the beautiful Somerset House.
Online retailers who sell jewellery products can now apply to Assay Assured to prove their pieces are 100% genuine and accredited. It's a digital way for online shoppers to see if sellers have adhered to the code of conduct created by the Hallmarking Act. Assay already have a great reputation as hallmarkers, and they've made this move to help support up-and-coming small designers.
Online sites will be assessed by Assay Assured, and will then be asked to sign the Assay Assured agreement. They can then use the Assay Assured jewellery retailer logo on their website, which links to a unique secure certificate so consumers can see that it's authentic.
This is a great way to empower smaller businesses that don't have the bricks and mortar stores to build up a positive online reputation about the authenticity of their products, while protecting consumers like us from buying something fake!
