Holts Academy founder Jason Holt has now ceased all involvement with the education centre.

12 months ago Holt sold the Academy to Free2Learn. His association since the sale has been to ensure a clean handover. Now this has taken place, Holt says the company will now “firmly spread its wings from the Holts Group.”

Holt comments: “That involvement now ceases but I will forever support and wave the flag of growth and prosperity through skills and nurturing the pipeline of talent coming into our industry.”


Under new leadership Holts Academy will now be known as the British Academy of Jewellery (BAJ).


The Academy has experienced huge strategic change over the past year. While it has retained the company’s traditional values and dedication to teaching excellence, Free2Learn has evolved the businesses as an education provider.

In a statement about the rebrand, Free2Learn remarks: “We are really enthusiastic to be entering a new era with the Academy, and look forward to working with industry to drive the future of our creative trade and British craftsmanship.”

“We now seek to champion British jewellery education and have a renewed commitment to protecting the future of the British jewellery industry.”

The BAJ will be launching a new website – britishacademyofjewellery.com -and promises that exciting developments will be announced soon.

Jason Holt will now devote more and more focus to the apprenticeship movement as chair of the Apprenticeship Stakeholder Board, alongside continuing to run his family business, Holts Gems, and undertaking new ventures.