Accurate Descriptions, No Fakes or Counterfeits.
Assay Assured retailers are subject to regular audits to ensure they comply with our strict Code of Conduct. This gives customers assurance and confidence when making a purchase.
‘All That Glitters Is Not Gold’
Read our tips for buying jewellery online.
How Does it Work?
Verification and Auditing
Any jewellery retailer applying to Assay Assured is subject to company verification checks and audited against our Code of Conduct. Only retailers who pass this audit are awarded the “Assay Assured Jewellery Retailer” Trustmark to display on their website.
Compliance
Retailers are regularly audited to ensure continued compliance with the Code of Conduct, which may include samples being tested at the Assay Office. This gives customers assurance when buying from an Assay Assured retailer.
Arbitrating
If you have an issue with an item of jewellery that does not comply with the Code of Conduct, and you cannot resolve this directly with the retailer, you can report this to Assay Assured for further investigation. See the section below for further details.
What to Do if You Suspect an Article Does Not Comply
If you have any concerns on receipt of your article(s) of jewellery, you should first check for a “hallmark”. Please see our “Hallmarking” page for more information on hallmarks. The hallmark provides verification that the article has been independently tested. However, some smaller articles of jewellery are exempt from compulsory testing and may not carry a hallmark.
If your concern remains, we recommend you first contact the retailer stating the nature of your concern. If you are unable to resolve your concern with one of our retailers, you may report a query to Assay Assured in order to resolve the matter.
How to Check a Retailer’s Trustmark
To check that a retailer displaying the Assay Assured Jewellery Retailer Trustmark is genuine, follow our 3 step process:
Step 1
Check the Trustmark
Click on the “Assay Assured Jewellery Retailer” Trustmark*,** on the retailer’s website.
Step 2
Check the Certificate
The resulting certificate must display a certification number matching the Trustmark. The URL given in the certificate should also match. If displayed on an online marketplace, check the company name and address.
Step 3
Check the Certification Number
Check the ID number matches the retailers web address (URL) as listed at https://www.assayassured.co.uk/search-retailers/.
Every retailer is given a unique 6 digit certification number.
*The following trustmark images are valid.
(000-000 will be substituted by a unique certification number)
**Assay Assured withdrew the following legacy trustmark images in June 2023.
