The NAJ Launches Endorsed Programme to Recognise High-Quality Training Providers

By MH

December 16, 2025

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The National Association of Jewellers (NAJ) has officially launched NAJ Endorsed, a new initiative that formally recognises high-quality training and education within the jewellery, silverware, and allied trades.

The scheme sets a clear benchmark for excellence in professional learning, supporting individuals seeking trusted training opportunities and providers committed to delivering industry-relevant education.

Setting the standard for jewellery education
To achieve endorsement, external training providers undergo a comprehensive review by the Association, which assesses the course content, learning outcomes, and delivery methods. Once approved, they may display the NAJ Endorsed logo on their marketing materials.

Each endorsed course will also be listed on the NAJ website, helping learners easily identify programmes that meet the industry’s standards and equip participants with practical, relevant skills.

From jewellery design and bench skills to leadership and valuation, NAJ Endorsed highlights excellence across every corner of the trade.

Training providers wishing to apply for endorsement can contact for more information.

Supporting the future of the trade
The jewellery industry relies on skilled, knowledgeable professionals, and ensuring access to trusted, effective training is vital. By formally identifying quality learning opportunities, the NAJ Endorsed programme bridges the gap between aspiring jewellers and the skills employers need.

The scheme’s launch includes three newly endorsed providers – Virada, Watch Scholar, and At The Bench – representing a diverse mix of specialisms that together reflect the breadth of the UK jewellery and watch sector.

Virada: Inspirational Learning for Sales and Leadership
Virada brings two award-winning business programmes to the NAJ Endorsed platform.
Inspirational Selling is designed for anyone in a sales role, from newcomers to experienced professionals. The training explores buying psychology, communication and trust-building techniques, empowering participants to guide customer conversations and close sales with confidence.

The Inspirational Manager supports supervisors, managers and business owners seeking to strengthen their leadership style. Focusing on confidence, communication and trust, the course helps participants learn how to inspire, coach, and empower others.

Both courses are delivered flexibly through on-demand sessions that combine audio-visual content, practical exercises, and real-world examples.

Watch Scholar: The Science of Authentication and Valuation
Watch Scholar offers expert-led courses specifically designed for professionals working with timepieces, including valuers, pawnbrokers, retailers, and collectors.

Watch Authentication: Identifying Fake, Franken & Customised Watches allows learners to inspect, open and analyse watches to develop a confident eye for authenticity.

Watch Valuation:
A Detailed Guide to Valuing Watches equips professionals with the knowledge to assess condition, provenance, and market data, ensuring accurate valuations and minimising risk.

At The Bench: A Creative Foundation for Jewellers
For aspiring makers, At The Bench’s Jewellery Diploma offers an accessible introduction to jewellery craftsmanship. Delivered over a year, the course combines close-up video instruction with online tutor support, enabling students to learn flexibly while developing essential technical skills. Graduates leave with the confidence and expertise to progress their craft and careers.

Marie Garnett, Head of Education for the NAJ, shares, “The NAJ Endorsed programme marks an important step in ensuring that high-quality, relevant training is easily identifiable across our industry. By recognising trusted providers who share our commitment to professional standards, we’re helping learners make informed choices and giving businesses confidence that their teams are investing in the very best education.”

A collective commitment to quality
The launch of NAJ Endorsed reinforces the Association’s commitment to championing education and professional development across the trade.

By showcasing trusted, industry-aligned courses, the scheme helps learners choose meaningful training pathways while giving employers confidence that their teams are learning from verified, high-quality sources.