Halo Award Entry Deadlined Extended as the Initiative Makes an Impact
15 Aug 2022
The Hallmarking Awareness and Learning Online (HALO) initiative, jointly organised by the British Hallmarking Council (BHC) and the National Association of Jewellers (NAJ), is making an impact.
The number of jewellers using the new digital Dealer’s Notice launched last Autumn is growing steadily and the BHC is receiving entries for the HALO Award.
How to enter
The HALO Award recognises jewellers whose websites make the most of the reassurance of the hallmark, educating customers about its importance and clearly identifying hallmarked products offered online.
Visit HALO Award page
Chair of the BHC Noel Hunter says,
“The initial response to the campaign is encouraging. The UK Hallmark exists to protect the jewellery industry and their customers. Nearly five million marks were applied in the first six months of 2022, but the benefits of the system depend upon the consumer understanding its importance. As consumers access the global market online and the growth of jewellery brands blurs the pricing structure, the hallmark has never been more vital.”
The deadline for applications for the Award has been extended to FRIDAY 16TH SEPTEMBER to encourage the industry to continue to respond to the campaign and take action NOW.
The UK’s rigorous hallmarking system is nearly 700 years old and it’s easy for jewellers to take its existence for granted. But, when selling within the global online market the hallmark is an important consumer benefit, differentiating fine jewellery guaranteed to be of the described precious metal standard from that with more dubious, possibly misleading descriptions. In the current economic climate of high precious metal prices and reduced disposable income for many, the hallmark has become an increasingly important Unique Selling Proposition, ranking alongside design, top brands, product range and customer experience for every UK jeweller selling online.
The word “hallmark” is currently difficult to find and impossible to search on many legitimate, well-respected UK jewellers’ websites. The HALO Award intends to address this and the campaign includes a message to all jewellers to take a fresh look at their website. The British Hallmarking Council are suggesting that the word “hallmark” could easily be added to category descriptions such as “9ct gold hallmarked bangles” and in the course of time to every appropriate product description.
Only 63% of UK consumers say they know what a hallmark is, and the percentage is much lower amongst under 55’s who are most likely to be internet customers. A highly visible online reference to the meaning and importance of the hallmark could benefit many businesses.
In order to facilitate this, the digital Dealer’s Notice “Dealer’s Notice B” can be downloaded free from the “Download” section of the four Assay Office websites. This is a legal digital alternative to the original Dealer’s Notice for use online only. There is also a supporting short video entitled “Dealer’s Notice B Video”.
The award is open to all, not just to NAJ members and all those selling online are encouraged to apply. The new closing date is Friday 16th September 2022.
Visit HALO Awards
Source: British Hallmarking Council