anchor-icon-circle-White-transparent

Online Jewellery Brands

Our experts are ready to help you find the perfect solution whether it’s hallmarking, analytical testing or valuations,

Protecting quality, building consumer confidence, and helping your brand stand out online

In the fast-growing world of online jewellery retail, reputation and trust are everything. Customers can’t see or touch your products before purchase, so they rely on quality assurance, compliance, and brand credibility when deciding who to buy from.

At Birmingham Assay Office, we help e-commerce jewellery brands and online sellers deliver confidence in every transaction, combining centuries of hallmarking heritage with modern testing, compliance, and authentication services.

Whether you’re selling precious metal jewellery that requires hallmarking, or fashion items made with non-precious materials, our services ensure your products are safe, compliant, and trusted by consumers.

Your challenges...

As an Online Jewellery Seller Operating in the e-commerce space it brings unique pressures:

  • Meeting GPSR (General Product Safety Regulation) and REACH compliance for both precious and non-precious items.
  • Overcoming consumer scepticism online, where counterfeit products and poor quality have damaged trust in some marketplaces.
  • Differentiating your brand in a crowded digital marketplace.
  • Protecting against reputational risk by ensuring products meet safety, metal content, and authenticity requirements.
  • Building long-term customer confidence and loyalty through transparency and independent verification.

How Birmingham Assay Office supports you...

Hallmarking & Legal Compliance

  • Legal hallmarking for gold, silver, platinum, and palladium.
  • Guidance on UK hallmarking law to ensure your online listings remain compliant.
  • Custom sponsor’s marks and commemorative marks to reinforce brand identity.

Product Safety & Compliance Testing

  • REACH testing for nickel release, lead, cadmium, and other restricted substances.
  • GPSR support to ensure your products are safe for consumers and compliant with EU/UK regulations.
  • AnchorCert Protect Hypoallergenic Testing unique UKAS-accredited testing to ensure jewellery is safe for sensitive skin and proven to be hypoallergenic. Independent certification that gives customers confidence and reduces risk of returns or complaints.

 

Gem Lab & Authentication Services

  • Verification of diamonds, gemstones, pearls and jewellery components.
  • Natural vs. lab-grown diamond identification for consumer reassurance.
  • Authentication certificates to build transparency and combat counterfeits online.

Enhancing the Online Customer Experience

  • Valued & Vaulted digital certificates NFC-enabled authentication cards linked to blockchain records, creating a unique digital proof of authenticity.
  • Independent certification adds credibility to product listings and differentiates your brand from competitors.
  • Help customers feel reassured when buying jewellery online, reducing basket abandonment and return rates.
Contact us today

to learn how Birmingham Assay Office can protect your brand and deliver confidence in every piece you create.

Why choose Birmingham Assay Office?

  • Heritage & Trust – Over 250 years as a globally trusted authority in jewellery hallmarking and testing.
  • Compliance & Safety – UKAS-accredited services to help you meet GPSR and REACH obligations.
  • Independent Expertise – Impartial testing and certification that consumers recognise and trust.
  • Digital Differentiation – Combine hallmarking heritage with blockchain-secured certificates to stand out online.
  • Customer Confidence – Give buyers proof that your products are genuine, safe, and independently verified.

  • Case Study

    Supporting an Online Jewellery Brand
    with Compliance & Consumer Trust

    Click through to find out more

  • The Challenge

    An online jewellery brand selling both sterling silver and fashion items needed support to ensure hallmarking compliance and meet REACH safety requirements for non-precious collections.

    At the same time, they wanted to gain a marketing edge by reassuring customers that their products were safe for sensitive skin and could withstand everyday wear.

  • Our Approach

    Birmingham Assay Office provided a complete package of services designed to build trust, protect the brand, and enhance marketing opportunities:

    1 - Hallmarking & Compliance – Registered the retailer’s sponsor’s mark and provided full hallmarking services for precious metal pieces, ensuring compliance with UK law.

    2 - AnchorCert Protect Hypoallergenic Testing – Delivered testing aligned with REACH regulations, proving products were free from harmful levels of nickel, lead, and cadmium.
    This enabled the retailer to market their collection as hypoallergenic jewellery, giving them a strong competitive edge online.

    3 - Unique Waterproof Testing – Conducted in BAO’s Analytical Laboratory. This gave the retailer confidence that their jewellery met customer expectations for everyday wear and created another marketing avenue to promote the resilience and quality of their products.

    4 - Training & Education – Equipped employees with knowledge on hallmarking, compliance, and product safety, ensuring product descriptions online were accurate, transparent, and compelling.

  • The Results

    1 - The brand launched with a fully compliant product range, backed by hallmarking and hypoallergenic certification.

    2 - Marketing campaigns promoting “hypoallergenic and skin-safe jewellery” resonated strongly with customers, increasing sales and reducing returns due to skin sensitivity concerns.

    3 - The introduction of waterproof-tested jewellery gave the brand a unique selling point in the crowded online marketplace, reinforcing quality and boosting customer satisfaction.

    4 - Employees gained confidence in communicating product safety and quality, further strengthening the retailer’s reputation as a trustworthy online jewellery brand.

“Working with Birmingham Assay Office has transformed how we present our products online. AnchorCert Protect testing gave us the credibility to market our jewellery as hypoallergenic, while the waterproof testing provided another powerful story about quality and everyday wear. These services supported our buying decisions around product quality, built customer trust and helped us stand out in a competitive market.“

Representative from 

Online Jewellery brand

Discover More

Hallmarking

READ MORE

Gemstone Reports

READ MORE

Analytical Laboratory

READ MORE

Authentication
& Valuations

READ MORE

Contact us

Send us a message

Birmingham Assay office

0121 820 0773

Address

1 Moreton St, Birmingham, B1 3AX