Find out what the organisation looks for in retail partners.

As Assay Assured is designed for online retail sites, the EAO does not visit the stores or head offices of the companies that apply but it does carry out a top-to-bottom analysis of the site and its products.

It will find out who and where the retailer is sourcing its branded jewellery from and what processes it has in place for sourcing goods. Assay Assured will also note which trade organisations, for example the BJA or NAG, it is part of, as well as any buying groups.


If it has any further concerns about the product the site is selling, Assay Assured will contact the brands involved directly to ask if they work with that particular online retailer. Product descriptions are also key, as websites can sometimes have limited product description or can sometimes be misleading.

“It’s surprising how many people are writing copy for sites and have no idea about the product or jewellery itself,” explains the EAO’s Scott Walter. “If we did come across an Assay Assured applicant who was possibly selling counterfeit product we would recommend that they make some changes.”

To find out more about the Assay Assured scheme click here to read our in-depth feature.  

This article was taken from the August 2012 issue of Professional Jeweller magazine. To read a digital version of this issue click here.