The NAJ recognises there is a growing market for premium-priced products made in the UK. In a recent survey carried out by the “Make it British” campaign around 93% of those surveyed said they would be willing to pay more for a product made in Britain compared to buying a similar product made outside the UK.

This is more than double that of the survey findings five years ago when 43% said they would pay more for a British-made product. The research also revealed that knowing that a retailer is selling goods made in the UK is still one of the main things that can give shoppers confidence. However, customers noted that a big challenge is where to find products that are made in Britain.

In order to offer an affordable simple scheme to shout about your products made in the UK the NAJ have developed “Created in the UK” for jewellery, silverware and related products created in the UK to be marked and promoted as such. An optional additional mark can be applied to qualifying products. The scheme is open to makers and retailers and can be very beneficial to sales, differentiating products and giving customers confidence in their provenance.

For NAJ members, the license is free.

For eligible non-members, the annual cost is £395+VAT.

If you wish to apply the mark to your products, the relevant Assay Office will charge a fee of £1 per item. In addition, an annual levy of 5p per mark struck on all jewellery and silverware pieces (either self-marked or marked by a third party) is due to the NAJ.

 Download an application pack

How it works 

Similar to Fairtrade Foundation’s mark for Fairtrade Gold, the NAJ will license jewellery makers and manufacturers, who would undertake to:

• Request the mark on qualifying products only
• Provide written proof of compliance
• Check with the NAJ if in any doubt as to whether a specific product qualifies and accept the decision of the NAJ (as the interpreters of the ‘spirit’ as well as the letter of the rules) as final
• Sign up to the Created in the UK Code of Conduct and follow the NAJ's guiding principles
• Agree to be audited to ensure compliance with the criteria
• Accept sanctions if in contravention, including potentially public removal from the scheme. Any self-certification scheme needs to be operated on a zero-tolerance basis if it is to retain credibility.

Eligibility

We know your time is valuable so it is important that before you complete the application for Created in the UK you are confident that the products you intend to have certified as Created in the UK will qualify for the scheme.

In order to qualify products must comply with the Trade Descriptions Act (1968) Section 36 which states:

Goods shall be deemed to have been manufactured or produced in the country in which they last underwent a treatment or process resulting in a substantial change.

Trade Descriptions Act (1968) Section 36

The term ‘substantial change’ is not defined in the Act, although an Order made under it explicitly states that the process of silver-plating stainless-steel cutlery does not constitute a substantial change. Generally, therefore, the meaning of this phrase is left to the manufacturer to determine. Legally it would ultimately be for a court to decide, taking into account “the man on the Clapham Omnibus’” concept, ie how a reasonable, intelligent person would interpret the situation.

Qualifying Products

As stated above, the qualifying phrase written into the law is “goods shall be deemed to have been manufactured or produced in the country in which they last underwent a treatment or process resulting in a substantial change.” These three conditions are all essential. Consider each of your product groups to be sure they comply.

Not Eligible

The following examples illustrate situations where items are NOT eligible to be described as Created in the UK.

• Items designed in the UK but manufactured elsewhere
• Finished items from outside the UK which are then plated – as per the legal example above
• Adding a branded dog-tag to a finished item made outside the UK
• Adding a length of loose chain and clasp to a pendant
• Items designed in the UK, cast outside the UK, cleaned up outside the UK, polished (or different finish applied) in the UK
• Item eg Wedding band cast outside UK, tweaked in a workshop in the UK, polished in the UK

NB: A UK hallmark alone does not make an item eligible as precious metal items above a certain weight have to have a hallmark when sold in the UK regardless of where they were made.

How to join

To join the scheme the Association requires you to complete an application form and return it to the membership team (created@naj.co.uk). The Compliance Officer will then review the application and feedback to you accordingly.

Step by Step

1. Complete the Stage 1 Application Form (fast and simple)
2. Once the initial application has been reviewed a more detailed application form will be sent - Stage 2
3. Once received and reviewed by the Compliance Manager, a desktop audit will take place
4. Confirmation will then be given of acceptance to the scheme
5. Within the first 3 months, a physical audit will take place to confirm all evidence of compliance.

On successful application, you will be issued with the appropriate point of sale materials, a logo usage guide and your Find a Jeweller profile updated accordingly. Audit information will also be shared in due course.

Download an application pack

 Frequently Asked Questions

Download an application form