The National Association of Jewellers (NAJ) has launched its official logo at International Jewellery London (IJL), highlighting an industry-wide ethical code of inclusivity and of consumer confidence.

The new logo is based upon the familiar National Association of Goldsmiths (NAG) coat of arms, featuring St Dunstan, the patron saint of goldsmiths.

Michael Rawlinson, CEO of the NAJ, commented: “The coat of arms is widely recognised in the industry as a mark of quality. It has also been used by N.A.G. members since it was granted in 1960 and has been in the view of consumers over many years. Taking this emblem forward for the new association was both practical and representative of the industry’s strong heritage.”


The NAJ will also open a consultation process at IJL, whereby the industry may provide comment and feedback on its Code of Conduct prior to its full implementation.  Details of the consultation and access to the draft code can be found at

According to an official statement: “The NAJ is passionate about making its mark from day one through a dynamic, proactive, inclusive, professional and ethical approach. As the NAG moves its assets into the British Allied Trades Federation, the intention is to petition the sovereign to grant a licence to transfer the coat of arms for the exclusive use of members of the National Association of Jewellers.”

Until December 31 2015 members may continue to use the trade association logo of the British Jewellers’ Association (BJA) or of the NAG on printed materials, but are encouraged to change to the new logo on digital formats as soon as possible.

Members and associate members of the NAJ can only display the crest within the entirety of the official logo format; set against a black or white background and always within the roundel incorporating the words ‘Member’, ‘Associate Member’ or ‘Designer/Craft Member’.  Full details of the approved logo format and use, including height and clearance areas as well as information on how organisations should obtain their logos are available at

The NAJ plans to promote the integrity, professionalism, governance and reputation of its members, providing focused and industry relevant education and training and finally highlighting the creativity of its members.


Previous articleINTERVIEW: Andrew Geoghegan on his brand overhaul and new launches for IJL
Next articleINTERVIEW: IJL keynote speaker Laura Tenison on her biggest business lessons