NAJ

What NAJ does

The National Association of Jewellers (NAJ) is the UK's leading trade association for the jewellery sector, operating as the trading name of British Allied Trades Federation Ltd (BATF). Founded in 1869 and headquartered at Federation House, 10 Vyse Street, Birmingham, in the heart of the Jewellery Quarter, NAJ represents more than 1,700 member companies across retailers, manufacturers, suppliers, valuers, designers, and trade associates. Member-facing trade segments (retailers, manufacturers, valuers) are the primary customer base, with consumers served indirectly through directories and complaint-handling. The organisation administers the JET (Jewellery Education and Training) qualification programme with 32,000+ graduates to date, and operates the Institute of Registered Valuers (IRV), the NAJ Resolve alternative dispute resolution service backed by CEDR adjudication, and a Code of Conduct that members must observe. NAJ publishes The Jeweller trade journal and a weekly newsletter, and runs the annual NAJ Awards across 15 categories, the NAJ Summit, a biennial Valuers Conference, the HALO Award (with the British Hallmarking Council) targeting online retailers, and the Member Marketplace B2B platform.

NAJ's revenue model is diversified across four streams: recurring annual membership subscriptions from members; professional-services revenue from JET qualifications, short courses, and CPD events; transaction fees from non-member Awards entries (£350 per category), Valuers Conference tickets (£225-£440+VAT for non-members), and NAJ Resolve case registrations (£15 per dispute, reimbursed if the consumer wins). Distribution is UK- and Ireland-focused via direct membership sales, the consumer-facing Find a Jeweller/Find a Valuer directories, self-serve online dispute registration, and an education delivery platform. Embedded partnerships with T H March (insurance) and the National Business Register Group (IP services) extend the member benefits stack beyond traditional trade body services. There is no technology, AI, or SaaS product layer; the underlying platform is a conventional membership website with directory, marketplace, and event management modules.

Name

NAJ

Legal name

National Association of Jewellers

Website

https://naj.co.uk

Company type

Private

Founded year

1869

Operating status

Operating

Headcount range

11–50 employees

Short description

NAJ is the UK's trade association for the jewellery sector, serving 1,700+ retailers, manufacturers, suppliers, and valuers through membership subscriptions, JET qualifications, dispute resolution, events, and publications, headquartered in Birmingham.

Ownership category

akta.pro rank

Product category

Trade Association Services

SIC

Wholesale-Jewelry, Watches, Precious Stones & Metals (5094), Services-Membership Sports & Recreation Clubs (7997)

akta.pro industry

PRIMARYCRAKAAAL

Fine Jewelry Wholesale & Trading

Consumer Products & Retail/Jewelry, Watches & Luxury Accessories/Fine Jewelry (Precious Metals & Gemstones)

Keywords

• Jewellery trade association
• Professional qualifications
• Dispute resolution services
• Industry membership
• Jewellery education

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Infrastructure

Revenue model

1. Membership Subscriptions: Annual membership fees from jewellery retailers, manufacturers, suppliers, valuers, designers, and associate members. Revenue supports association operations, member services, and industry advocacy.
2. Education and Qualifications: JET (Jewellery Education and Training) qualifications and short courses for industry professionals, generating revenue from course enrollments and certification fees.
3. Event and Awards Revenue: Annual awards ceremonies, conferences, and trade events. Entry fees charged to non-members for awards (£50 per category) and ticket sales for conferences.
4. NAJ Resolve Dispute Resolution: Consumer complaint resolution service with a £15 registration fee per dispute, providing alternative dispute resolution for member-jeweller conflicts.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

NAJ is the UK's leading trade association for the jewellery industry, operating as the trading name of British Allied Trades Federation Ltd (BATF). It sells membership subscriptions to jewellery retailers, manufacturers, suppliers, valuers, designers, and associates, and provides member services including the JET (Jewellery Education and Training) qualifications programme, NAJ Resolve alternative dispute resolution, industry events (NAJ Awards, NAJ Summit, Valuers Conference), the trade journal The Jeweller, and consumer-facing Find a Jeweller and Find a Valuer directories.

Product overview

The National Association of Jewellers (NAJ) is the UK's leading trade association for the jewellery sector, offering a portfolio of membership services, professional development, and consumer-facing platforms. The core offerings include the NAJ Resolve complaints resolution service, JET Education Programme for industry qualifications, The Jeweller trade magazine, Find a Jeweller and Find a Valuer directories, the annual NAJ Awards programme, NAJ Summit conference, Valuers Conference, and HALO Award (for hallmarking awareness). The association also provides the Member Marketplace for B2B trade among members, endorsed training programmes, and a Consumer Advice Hub. NAJ serves 1,700+ member companies and 32,000+ JET graduates across retailer, manufacturer, supplier, designer, and valuer categories.

Differentiator

Problem solved

Functional benefit

Products and services

• NAJ Trade Membership Annual subscription membership for UK jewellery retailers, manufacturers, suppliers, valuers, designers, and associate members, providing Code of Conduct compliance, consumer directory listing, dispute resolution access, networking, and advocacy.
• NAJ Resolve Independent alternative dispute resolution service for consumer complaints against NAJ member businesses, with a £15 registration fee (reimbursed if the consumer wins), facilitating mediation and adjudication through CEDR.
• JET Education Programme Internationally recognised jewellery courses and qualifications for the industry, from introductory level through professional certifications, for trainees, proprietors, and senior staff.
• Short Courses Short-form training courses delivered by NAJ for jewellery industry professionals seeking targeted skills development beyond full JET qualifications.
• NAJ Endorsed Training Endorsed education and training programmes delivered by partner institutions that meet NAJ standards for jewellery industry professional development.
• The Jeweller Magazine Award-winning trade journal providing news, trends, and insights for the UK jewellery industry, distributed to members and via advertising sales.
• Find a Jeweller Directory Online directory enabling consumers to search and locate NAJ member jewellers, retailers, manufacturers, and suppliers across the UK.
• Find a Valuer (IRV) Directory Directory service connecting consumers with Institute of Registered Valuers (IRV) members for jewellery valuation services.
• NAJ Awards Annual industry awards programme celebrating excellence across 15 categories including Retailer of the Year, Designer of the Year, and Supplier of the Year, with paid entry for non-members and sponsorship opportunities.
• NAJ Summit Annual industry conference and summit bringing together jewellery professionals for networking, education, and the NAJ Awards ceremony.
• Valuers Conference Biennial conference hosted by the Institute of Registered Valuers (IRV) providing education, keynote talks, workshops and networking for jewellery valuers and gemmologists, with ticket pricing from £225 to £440 +VAT.
• Member Marketplace Online B2B marketplace platform connecting NAJ members for trade in jewellery products, services, and resources.

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Nine partnerships are on record, tiered core and minor.

• British Hallmarking Council (BHC)coreStrategic or Co-development PartnerJoint initiative on the HALO Award recognising excellence in hallmarking awareness. BHC creates and sponsors the award, presented at NAJ's Benevolent Society events. Supports consumer protection through hallmarking education.
• Centre for Effective Dispute Resolution (CEDR)coreStrategic or Co-development PartnerCEDR serves as the independent adjudication body for NAJ Resolve disputes where informal mediation fails. Provides neutral expertise for formal dispute resolution.
• National Business Register Group (NBR)minorGTM or Marketing PartnerProvides exclusive IP support services for NAJ members including free initial consultations and complimentary IP audits. Focuses on protecting jewellery designs and trademarks.
• T H March & Co. LimitedcoreGTM or Marketing PartnerNAJ is an Introducer Appointed Representative of T H March, providing insurance services to members. T H March is authorised and regulated by the Financial Conduct Authority.
• The Benevolent SocietyminorGTM or Marketing PartnerCharity partner benefiting from NAJ Awards fundraising. Annual event raises funds for jewellery industry charity support.
• NAJ Educational TrustminorGTM or Marketing PartnerCharity partner benefiting from NAJ Awards fundraising for educational initiatives in the jewellery industry.
• Silversmiths & Jewellers CharityminorGTM or Marketing PartnerCharity partner benefiting from NAJ Awards fundraising for industry support.
• BonhamscoreGTM or Marketing PartnerHeadline sponsor of the Valuers Conference 2026. Leading auction house demonstrating standing in the jewellery world.
• CurteiscoreGTM or Marketing PartnerHeadline sponsor of NAJ Awards 2026 and 2023, supporting the annual industry awards ceremony.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Jewelers of America: US national trade association for the jewellery industry offering membership, standards, and professional development, mirroring NAJ's function in a different geography.
• Jewellers Association of Australia: National jewellery trade association providing membership, standards, and education in Australia, functionally equivalent to NAJ in another region.

Others

• Gemological Institute of America (GIA): Global gemmological education and grading authority; comparable on the education/qualification and consumer-trust dimensions but focused on grading rather than trade membership.
• National Association of Goldsmiths (legacy NAG): Predecessor UK jewellery trade body whose merger with the British Jewellers' Association formed NAJ; thematically the closest historical analogue.
• British Hallmarking Council: UK statutory body overseeing hallmarking; a partner and ecosystem participant that shares NAJ's consumer-protection and standards mission for precious metals.

Direct peers

• Gem-A (Gemmological Association of Great Britain): UK professional body providing gemmology and jewellery education and qualifications, directly comparable to NAJ's JET/IRV education franchise.
• Responsible Jewellery Council (RJC): Global jewellery-industry standards and certification body focused on ethics and provenance, comparable to NAJ's Code of Conduct and consumer-trust role.
• Company of Master Jewellers (CMJ): UK-based buying group and membership body serving independent jewellery retailers, directly overlapping with NAJ's member base and trade-support role.

Broad incumbents

• The Goldsmiths' Company: Historic London livery company supporting the UK jewellery and silver trade through assay, training, and industry advocacy, overlapping with NAJ's standards and education work.
• CIBJO (The World Jewellery Confederation): International federation of national jewellery trade associations setting global standards, an umbrella-level peer to NAJ's national trade-body role.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/uknaj
• LinkedInlinkedin.com/company/uknaj

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NAJ