The 2025 HALO Award

The 2025 HALO Award
The HALO Award is back for 2025!

We're looking for the jewellery business that uses their online platforms in the most creative ways to engage customers with hallmarking. We want to celebrate the unique ways your business raises the profile of hallmarking online. Applicants can range from independent makers, small businesses to omni-channel retailers--this award is all about the creativity used to leverage the value of hallmarking to your audience, not dependent on the size of your business.

Entries are welcomed from online retailers of all types. The size of the business and the resources it might have to allocate to such activities will be taken into consideration by the judging panel.

About the Award

Launched in 2021, the HALO Award is managed by Assay Assured, a joint initiative between the four Assay Offices of the UK: Birmingham, Edinburgh, London and Sheffield. The Award is further supported by The National Association of Jeweller's and the British Hallmarking Council.

The Award's creation stemmed from the ideas of the late Chris Sellors of CW Sellors. Chris was passionate about hallmarking and committed to promoting its importance in the industry in new and creative ways.

What Are We Looking For?

Entrants should highlight work over the last 12 months that show how you go above and beyond the legal requirements of hallmarking. All retailers must be able to demonstrate the below requirements to be eligible for the award.

These requirements are:
- Display a Dealer's Notice on your website.
- Hallmark all items of precious metal that fall above exemption weights (silver 7.78g; gold 1g; platinum 0.5g; palladium 1g).
- Have clear and accurrate product descriptions for all listings on your website.
Above all, we're looking for the business that proactively and creatively leverages the added value that a hallmark provides for their business and their customers.

This can include:
- Original digital content that helps customers better understand hallmarking.
- Creative and innovative approaches to sharing key messages about hallmarking.
- Online engagement demonstrating your bsuiness' ability to leverage the value add that hallmarking provides for your brand and customers.
Judging Panel

The judging panel will consist of the four Assay Masters (Birmingham, Edinburgh, London and Sheffield), alongside industry representatives.

If the panel is split the head judge shall have the final casting vote. The panel reserves the right not to grant the award, if it is of the opinion that none of the submitted submissions merits an award. The decision of the panel is final.

Timeline

The deadline for this application is Friday 30 May 2025 at 12pm.

The winner will be announced by the end of July 2025.

The award will be presented to the winner at the National Association of Jewellers' Benevolent Society Ball.

The Winner

The winner of the award will receive:
- A silver salver, to be held for one year
- One year Assay Assured accrediation
- A visit to an Assay Office to learn about the hallmarking process
- Supporting press, PR and marketing materials
- A giveaway (paid for by the Assay Offices) utilising the Assay Office's audience reach
If you have any questions regarding this application or the HALO Award, please contact Eda Obermanns via eda@edinburghassayoffice.co.uk.

The Application

Overall, this award is recognition from the industry that your business embraces the long-standing tradition of hallmarking in the UK in a modern way. Beyond legal compliance, this shows that your business is taking creative, impactful steps to build trust with customers and contributes to making the retail market a level playing field.

Some examples of good practice may include:
- Information about hallmarking displayed prominently on your website
- Links to hallmarking information from product listings
- Mentioning the hallmark in product listings/descriptions
- Information about precious metals and terminology to help customers understand the scope of hallmarking
We will look at how you incorporate the above into your digital space in creative means, such as:
- How do you display hallmarking information and the Dealer's Notice?
- Social media content about hallmarking--has it been shared and/or engaged with?
- Online engagement via competitions, surveys, social media campaigns, etc.
- Promoting the value add of hallmarking in digital media like TikTok videos or podcasts
- Printed materials included with orders
- Additional pages on your website about hallmarking and your work
The above are examples of what we may look for, and should not be considered an exhaustive list.
Applicant Information
Business Name*
Website/E-Commerce Store*
Number of Employees in the Business*
Main Contact *

First NameLast Name
Main Contact's Position in Business*
E-Mail*
example@example.com
Telephone No.*
Address*

Street Address

Street Address Line 2

CityLocality

Postal Code

Questions

Each question below has an option to upload files for evidence of activity to include images, video, etc.
Beyond the minimum requirements set out in the Hallmarking Act of 1973, how does your business promote hallmarking online via your website and/or social media? Please include links, images and/or screenshots to examples. *
File Upload

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How does hallmarking feature in your website, your customer journey and sales process? Please provide evidence of this, including links and/or screenshots. *
File Upload

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Over the last 12 months, how have you used social media content, activities and campaigns to promote hallmarking to your customers? Please provide details of the activities and the impact they have had.*
This should include: the objective of the campaign; target audience; activity description; outcomes and impact.
File Upload

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Outside of social media, what other hallmarking-related activities or campaigns have you engaged in online? In responding, you should provide a description of the activity, details of the objectives, target audience and impact.*
This should include: the objective of the campaign; target audience; activity description; outcomes and impact.
File Upload

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Have there been any moments in the past 12 months when you, your staff or business have acted as an ambassador for hallmarking? If so, tell us here and provide details of how you acted as an ambassador, who you influenced, a description of the activity and impact. *
File Upload

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Is there any other information you feel is relevant to your entry that is not covered by the previous questions? If so, please provide details here. *
File Upload

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Finally, we want to know how you think education on hallmarking could be improved. What suggestions do you have to raise the profile of hallmarking to consumers in the UK? This question relates to the wider industry rather than your business; and critical, creative, or wildly theoretical answers are all welcome. *

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Where did you hear about the HALO Award?*
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The 2025 HALO Award

Applicant Information

Questions

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