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The HALO Award is Back

Published: 6th June 2024

The HALO Award is Back

Press Release from the British Hallmarking Council

After only two years since its introduction the HALO (Hallmarking Awareness and Learning Online) Award is already proving a success and is back for another year. HALO 2024 launches at the NAJ AGM on 6th June and runs until September offering plenty of time for jewellers selling online to devise creative approaches to promoting the importance of hallmarking and to apply.

The HALO Award is supported by the British Hallmarking Council and the NAJ. Its objective is to encourage and reward promotion of the importance of the hallmark to all consumers browsing and buying fine jewellery or silverware online.  

UK Hallmarks have existed for nearly 700 years and it is easy for jewellers to take the reassurance they offer for granted. Massive increases in online sales, global competition and high precious metal prices have made hallmarks even more important. However, their value is significantly diminished if the consumer is unaware of the reassurance they offer, leaving them easy prey to inaccurate or misleading product descriptions. Consumer education online and at the point of sale is vital and HALO was devised specifically to prompt online jeweller retailers to take a fresh look at their customer journey and accessible information.

The Award was the brainchild of the late Chris Sellors of CW Sellors and one of many initiatives that came to fruition through his vision and determination. Chris was passionate about hallmarking and committed to promoting its importance, His last ambitious and visionary project was the exceptional new CW Sellors facility at Carsington Water which is still being developed. When complete it will boast the hallmarks of all four UK Assay Offices, literally set in stone, as a highly visible reminder to all visitors of the vital protection that hallmarks offer to both trade and consumer.

In 2023 the Award attracted entries from a wide range of businesses, from individual designer-makers to omni-channel retailers who combine a strong online presence with bricks and mortar stores. The avenues used to promote hallmarks online were equally diverse including social media reels and stories, blogs, articles, quizzes, questionnaires and competitions. Judges had a tough challenge selecting winners from some high standard entries.

Chair of the HALO 2023 judging panel Rachael Taylor said

“The response the Award has had this year has come from some very different jewellery businesses. It goes to show that there are no boundaries to doing a brilliant job of promoting hallmarking to the public, and I hope that businesses big and small take inspiration from this year’s competition.”

More information will be available after the launch of HALO 2024 on 6th June. The team look forward to seeing creative and imaginative responses to the challenge of conveying the importance of hallmarks online.


The Sheffield Assay Office was established in 1773, under an Act of Parliament and today the company assays and hallmarks the precious metals - silver, gold, platinum and palladium. Sheffield Assay Office is one of only four UK assay offices who all work to uphold the Hallmarking Act of 1973 and continue to ensure consumer protection for customers purchasing precious metals.

To find out more about the whole range of services offered by Sheffield Assay Office, such as our hallmarking and analytical services, please email us at or complete the contact form on our website at,

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