British Academy of Jewellery

What British Academy of Jewellery does

British Academy of Jewellery (BAJ) is a UK private further- and higher-education institution specialising in jewellery design, manufacturing, and adjacent business disciplines. Founded in 1999 as Hatton Garden Gem School under the Holts Gems boutique and rebranded to its current identity in 2017, BAJ operates six campuses across London (Camden and Euston), Birmingham (Jewellery Quarter and Mill Wharf), Leicester, Sheffield, and Nottingham, employing 79 staff. The institution co-developed Level 3, 4, and 5 qualifications in Jewellery Design & Manufacturing with the Scottish Qualifications Authority — the first qualifications of their kind in the UK — and offers a portfolio including BA (Hons) Jewellery Design & Production, HNC/HND programmes in jewellery and business disciplines, a Level 3 Apprenticeship with nine specialism pathways, a UAL-accredited Foundation Diploma in Art & Design, and short courses for hobbyists and professionals.

The core pedagogy combines practical workshop-based training in traditional jewellery manufacturing (marking, cutting, soldering, casting, stone setting) with computer-aided design and manufacturing using Rhino 3D and Adobe Suite. Curriculum is augmented by a Live Projects programme that places students on real industry briefs from brands including Alighieri, Alex Monroe, Graff, Lewis Malka, Theo Fennell, and Wallace Chan. The technology stack is conventional CAD/CAM tooling rather than proprietary or AI-driven systems.

Revenue is generated primarily through tuition fees (typically £6,421 for diploma-level programmes, £6,921 for non-Advanced Learner Loan eligible learners, and £10,160 for overseas Foundation Diploma students), government-funded apprenticeship training (£16,000 levy-funded with employer co-contribution of £800 for some pathways), Advanced Learner Loans for eligible learners aged 19+, and short-course fees with early-bird discounts. The institution is Ofsted-rated 'Good' (2019, 2025) and holds the Mayor of London's Skills Academies Quality Mark. Customer segments span career changers, industry professionals seeking accreditation, aspiring jewellery entrepreneurs, jewellery industry employers recruiting apprentices, and hobbyists, with recruitment conducted via direct enrolment, UCAS, and the government apprenticeship portal.

Name

British Academy of Jewellery

Legal name

British Academy of Jewellery Limited

Website

https://baj.ac.uk

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

51–100 employees

Short description

British Academy of Jewellery is a UK private further- and higher-education institution that delivers SQA-accredited diplomas, a BA (Hons) degree, apprenticeships, and short courses in jewellery design, manufacturing, and business across six UK campuses, serving career changers, industry professionals, employers, and hobbyists.

Ownership category

akta.pro rank

Product category

Vocational Jewellery Education

NAICS

Technical and Trade Schools (6115), Other Technical and Trade Schools (611519), Apprenticeship Training (611513)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Credentialing, Certification Prep & Exam Training (BPACANAJ)

akta.pro secondary industry

Industry-Specific Technical & Certification Prep (e.g., Construction, Manufacturing, Energy) (EDAGANAN)

Keywords

• Jewellery design education
• Vocational jewellery training
• Jewellery apprenticeships
• CAD jewellery manufacturing
• Creative arts higher education

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Tuition Fees: Revenue from course tuition fees for jewellery design, manufacturing, business, and digital technology programmes at various qualification levels.
2. Apprenticeship Training Funding: Government-funded apprenticeship training where employers may contribute 5% (£800) for non-levy payers aged 21+ without EHCP, or levy employers pay full £16,000 from their levy fund. Fully funded for apprentices aged 16-21 from non-levy employers.
3. Advanced Learner Loans: Government-backed loans available for learners aged 19+ to fund tuition fees for eligible programmes.
4. Bursaries: Full bursaries may be available for students aged 16-18 based in London, subject to availability and eligibility.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

The British Academy of Jewellery (BAJ) is a UK specialist education institution delivering accredited vocational, further, and higher education programmes in jewellery design, manufacturing, and creative business. It offers SQA-accredited diplomas at Levels 3-5 in Jewellery Design & Manufacturing, a Level 3 Apprenticeship in Jewellery, Silversmithing and Allied Trades, a BA (Hons) Jewellery Design & Production, HNC/HND qualifications in jewellery, business, and digital technologies, a UAL Foundation Diploma in Art & Design, and short courses for hobbyists and professionals. Training combines traditional workshop-based craft with CAD/CAM technology across six UK campuses.

Product overview

The British Academy of Jewellery is an educational institution offering a portfolio of jewellery design, manufacturing, and business programmes across multiple UK campuses. The core offering consists of SQA-accredited vocational diplomas at Levels 3, 4, and 5 in Jewellery Design & Manufacturing, which form a progressive three-year learning pathway from beginner to advanced practitioner. These are supplemented by a BA (Hons) degree programme, HNC/HND qualifications in jewellery and business disciplines, apprenticeships with industry placement, short courses for hobbyists and professionals, and a Foundation Diploma in Art & Design (UAL). The institution also offers business and digital technology programmes including HNDs in Digital Technologies, Business: Entrepreneurship, and Business: Marketing, plus degree top-up routes. All jewellery programmes emphasise practical workshop-based learning combined with CAD training, mixing heritage techniques with future-facing technology.

Differentiator

Problem solved

Functional benefit

Products and services

• Level 3 Diploma in Jewellery Design & Manufacturing A one-year, hands-on introductory diploma in jewellery design and manufacturing, co-developed with the SQA, equipping students with foundational skills in mark-making, cutting, piercing, soldering, polishing, wax carving, and 2D CAD. Offered in Birmingham and London.
• Level 3 Apprenticeship in Jewellery, Silversmithing and Allied Trades A two-year apprenticeship combining practical training at BAJ (2 days/week) with employment at a jewellery business (average 30 hours/week), offering specialisms in CAD/CAM, casting, enamelling, engraving, mounting, polishing, silversmithing, stone setting, and lapidary. Funded through the UK government apprenticeship levy.
• Level 4 Diploma in Jewellery Design & Manufacturing An advanced diploma equivalent to the first year of university (HNC level), the first of its kind in the UK, focusing on advanced jewellery manufacturing skills, CAD, gemmology, and entrepreneurship. Offered in London.
• Level 5 Diploma in Jewellery Design & Manufacturing An advanced practical qualification equivalent to a university HND (second year of university), providing over 1000 hours of practical training covering advanced forming, joining, finishing, CAD/CAM, gemstone setting, 2D design, and business management. Offered in London.
• Short Courses in Jewellery Making Hands-on workshop-based and online courses for beginners, hobbyists, and professionals, covering enamelling, hand engraving, wax carving, textured surfaces, tube setting, riveting, and traditional sketching. Available in London with early-bird discounts.
• Foundation Diploma in Art & Design (UAL) A UAL-accredited qualification with five creative pathways (The Decorated Body, The Body in Space, The Body as a Tool, The Body and Performance, and The Virtual Body), providing progression to higher education or employment. Free for eligible under-19s.
• BA (Hons) Jewellery Design & Production A UK honours degree programme providing advanced education for those seeking progression to degree-level studies and careers in the jewellery industry, recruited via UCAS.
• HNC 3D Design (Jewellery Design and Manufacturing) A Higher National Certificate providing foundational higher education in jewellery design and manufacturing as part of BAJ's higher education portfolio.
• HND Digital Technologies: Digital Communications Management A Higher National Diploma in digital technologies focused on digital communications management, part of BAJ's business and digital course portfolio.
• HND in Business: Entrepreneurship A Higher National Diploma in business focused on entrepreneurship and small business management for aspiring creative business founders.
• HND in Business: Marketing A Higher National Diploma in business focused on marketing for creative industry professionals.
• Business Management and Entrepreneurship BSc (Hons) Top-Up A bachelor's degree top-up programme in business management and entrepreneurship for HND graduates seeking full degree progression.
• Business Management and Marketing BSc (Hons) Top-Up A bachelor's degree top-up programme in business management and marketing for HND graduates seeking full degree progression.
• Data Analyst Level 4 Course A Level 4 qualification in data analysis, part of BAJ's professional and business education offerings.

Quantifiable outcome

• 96.5% student satisfaction rate for HND Business programme
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

25 partnerships are on record, tiered flagship, minor and core.

• Goldsmiths' Craft & Design CouncilflagshipStrategic or Co-development Partner · 1 January 2026Dr Sofie Boons, BAJ's Director of Research, appointed as Goldsmiths' Craft & Design Council Champion, strengthening ties with the industry body.
• W.M OpalsminorStrategic or Co-development Partner · 1 January 2026Live jewellery project with ancient opalised fossils transformed into contemporary jewellery at BAJ.
• Heritage CraftsminorStrategic or Co-development Partner · 1 January 2026BAJ employer partner KatieAnnDesigns won Heritage Crafts Apprenticeship Grant to train an emerging jeweller.
• GraffflagshipStrategic or Co-development Partner · 1 January 2024Luxury jewellery house partnered with BAJ for an exclusive collaborative project and awards night for jewellery design students.
• Martin's Gems (Martin Prinsloo)flagshipStrategic or Co-development Partner · 1 January 2024Master gem cutter partnered with BAJ for live project where students worked with gemstones, culminating in an exclusive jewellery exhibition.
• Lewis MalkaflagshipStrategic or Co-development Partner · 1 January 2024Renowned jeweller partnered with BAJ for engagement ring project, with student designs winning the Lewis Malka Excellence Awards.
• Liz Olver (Jewellery Consultant)minorStrategic or Co-development Partner · 1 January 2024Renowned jewellery consultant partnered with BAJ for enriching student projects providing industry guidance and expertise.
• Zopa BankminorStrategic or Co-development Partner · 1 January 2024Live industry project partner for BAJ students through the Two Ways of Making showcase.
• David Michael JewelsminorStrategic or Co-development Partner · 1 January 2024Live industry project partner for BAJ students through the Two Ways of Making showcase.
• Theo FennellflagshipStrategic or Co-development Partner · 1 January 2024Iconic London-based jeweller guided Level 4 students in harnessing the power of storytelling through jewellery.
• Bobby WhiteminorStrategic or Co-development Partner · 1 January 2024Jeweller partnered with BAJ for live project 2023, providing industry briefs for student work.
• Michael RobinsonflagshipStrategic or Co-development Partner · 1 January 2024International jeweller collaborated with BAJ students to handcraft one-of-a-kind fine jewellery pieces exploring emotion, craftsmanship, and audience experience.
• London Contemporary Dance School (LCDS)flagshipStrategic or Co-development Partner · 1 January 2024Collaborative partnership where jewellery design students worked with dance students on performances and exhibitions, including events at The Place.
• Wallace ChanflagshipStrategic or Co-development Partner · 1 January 2019International jewellery artist who delivered masterclasses at BAJ, providing students with unique industry insight from one of the world's most renowned jewellers.
• Erasmus - The Future is Our JewelflagshipStrategic or Co-development Partner · 1 January 2019Three-year Erasmus project with jewellery schools across Europe. Students created innovative jewellery pieces that toured Europe in a travelling exhibition, visited world-famous workshops, and forged international connections.
• AlighieriminorStrategic or Co-development Partner · 1 January 2017Live project partner providing real industry briefs for BAJ students to design and make jewellery, challenging students to push design and technical skills.
• Alex MonroeminorStrategic or Co-development Partner · 1 January 2017Live project partner providing real industry briefs for BAJ students as part of the Live Projects programme.
• Alba RoseminorStrategic or Co-development Partner · 1 January 2017Live project partner providing real industry briefs for BAJ students as part of the Live Projects programme.
• Scottish Qualifications Authority (SQA)coreStrategic or Co-development Partner · 1 January 2009BAJ co-developed the SQA Level 3, 4, and 5 qualifications in jewellery with the Scottish Qualifications Authority, setting a new benchmark for vocational jewellery education in the UK. These are the first qualifications of their kind.
• Change Act ShareminorStrategic or Co-development Partner · 1 January 2009Jewellery Connections Initiative to help local UK designers and makers connect and develop new products and partnerships.
• Newnham CollegeflagshipStrategic or Co-development Partner · 1 January 2007ERDF Sonar Project: first-of-its-kind CAD/CAM training and development centre for the jewellery industry at Temple Yard, Bethnal Green.
• Birmingham School of Jewellery and London Metropolitan UniversityflagshipStrategic or Co-development Partner · 1 January 2006City Fringe Partnership in Technology Sector helped over 1,000 businesses embrace new technology.
• National Association of Jewellers (NAJ)coreStrategic or Co-development PartnerBAJ partners with NAJ for apprenticeship delivery and sponsors NAJ Awards including Rising Star of the Year. BAJ alumna Genevieve Schwartz won NAJ Designer of the Year 2024.
• Hockley MintcoreStrategic or Co-development PartnerApprenticeship employer partner providing employment for BAJ apprentices. Hockley Mint's Managing Director praised BAJ's apprenticeship programme framework.
• Mayor of LondonflagshipStrategic or Co-development PartnerBAJ holds the Mayor's Skills Academies Quality Mark, a prestigious recognition for London's most exceptional skills training providers.

Scale indicators7 records

Recent moves13 records

Expansion highlights5 records

Direct peers

• New Approach School for Jewelers: US-based jewellery school offering multi-week intensive workshops and professional training programmes. Closely mirrors BAJ's workshop-intensive, project-based format and is a direct functional comparable on teaching methodology and student profile.
• Birmingham School of Jewellery: Part of Birmingham City University, Birmingham School of Jewellery is the UK's other principal dedicated jewellery school and offers FE, HE, and postgraduate jewellery programmes. It directly competes with BAJ for UK jewellery students, particularly in the West Midlands and Birmingham Jewellery Quarter where both operate.
• London Jewellery School: London-based jewellery school offering short courses, workshops, and accredited diplomas in jewellery making and design. It competes head-to-head with BAJ in the London hobbyist, beginner, and short-course market, and is a relevant comparable on format and pricing.
• Revere Academy of Jewelry Arts: San Francisco-based jewellery school offering workshops, certificates, and professional programmes in jewellery fabrication and design. It is a close international comparable in format — workshop-intensive, multi-level, project-based — and represents how a specialist jewellery school can scale in a different geography.

Broad incumbents

• Gemological Institute of America (GIA): GIA is the world's largest gem and jewellery education body, offering diplomas, graduate gemologist credentials, and online courses globally. While broader in focus (gemology, valuation) and much larger in scale, it competes for the same aspiring jewellery professional learner in the UK and internationally.
• L'École Van Cleef & Arpels: The luxury jewellery maison Van Cleef & Arpels' educational arm offers free courses on jewellery culture, history, and design in Paris, Hong Kong, and New York. While luxury-branded and non-degree, it targets the same aspirational jewellery enthusiast demographic as BAJ's short courses.
• Central Saint Martins (UAL): University of the Arts London's flagship college offers jewellery and design programmes at undergraduate and postgraduate levels as part of a broader arts portfolio. It competes for the same BA-level design students BAJ targets with its BA (Hons) Jewellery Design & Production.

Regional players

• K2 Academy of Contemporary Jewellery: Australia's leading contemporary jewellery school offering certificate and diploma programmes in jewellery design and manufacture. Operates as a regional peer showing how a specialist jewellery education model can be exported into other English-speaking markets beyond the UK.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@BritishAcademyofJewellery
• Facebookfacebook.com/britishacademyofjewellery
• LinkedInlinkedin.com/school/british-academy-of-jewellery
• Instagraminstagram.com/britishacademyofjewellery
• TikToktiktok.com/@baj_uk

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 British Academy of Jewellery