The two leading U.K. jewelry groups—the British Jewellers’ Association (BJA) and the National Association of Goldsmiths (NAG)—are merging to form a new organization: the National Association of Jewellers.
It’s a big change for the two longtime trade stalwarts. The BJA, which represents manufacturers, dates from 1887; the NAG, which represents jewelers, dates from 1894.
The new group will represent about 2,000 members of the supply chain and hopes to increase its consumer communications through social media and greater press outreach, says BJA CEO Simon Rainer.
“We want to work to increase standards, as well as increase general knowledge of the industry,” Rainer says. “We want to be a strong and effective body that will have international reach as well.”
A joint statement says the new group wants to create a brand identity that consumers will recognize as a mark of excellence.
Rainer says the merger has been under discussion for some time, though an attempt at a union a few years ago ultimately fizzled.