Successful Hallmarking Awareness Award to be launched at NAJ AGM

03 May 2023

After attracting a very positive response in its inaugural year, the HALO Award, which recognises excellence in promoting Hallmarking Awareness and Learning Online, will be launched for 2023 at the NAJ AGM in Birmingham on June 8th.

Created in 2021, the HALO Award encourages jewellers selling online to promote the importance of a hallmark at the point of online sale and through social media. The initiative was developed by the British Hallmarking Council in partnership with the National Association of Jewellers and is a response to the declining understanding of the importance of hallmarks. NAJ research in 2019 reported only 63% of the population say they know what a hallmark is, and this is even lower amongst under 55’s.

In the current market, understanding the hallmark is more vital than ever, confirming high-value precious metal content and differentiating fine jewellery from fashion items with a base metal core. Hallmarking awareness maintains consumer confidence in buying from UK jewellers as opposed to risking purchases from the global online market. It protects legitimate businesses from unfair competition arising from competitors’ misleading or fraudulent product descriptions and is of benefit to the whole industry.

Last year’s competition was fiercely contested, and after much consideration, the independent judging panel announced jewellerybox.co.uk as the outright winner, with CW Sellors and Harriet Kelsall Highly Commended and Serge Denimes receiving a Special Recognition commendation. The differing platforms and audiences of these four businesses and the diverse ways in which they seek to educate their potential customers demonstrate the many innovative ways that hallmarking information can be communicated. The finalists are evidence that every business has an opportunity to win, whatever their profile.

View HALO Awards

Source: British Hallmarking Council