Judith Lockwood and Naomi Newton-Sherlock will cover 100km over five days to raise funds for The Benevolent Society, the charitable arm of the British Allied Trades Federation (BATF), starting in November 2025.
The Benevolent Society has been chosen to benefit from the incredible fundraising efforts of two esteemed industry faces who will participate in a gruelling desert trek later this year.
Judith Lockwood and Naomi Newton-Sherlock will walk more than 100 km across the Sahara Desert in the hopes of raising more than £10,000 for The Benevolent Society, which offers vital support to members of the British Allied Trades Federation (BAFT) and adult learners.
Their journey across peaks, gorges, dunes, and oases will begin on Monday, December 1, in Morocco and will end on Friday, December 5, just a few days after the annual Benevolent Society Christmas Ball in Birmingham. The adventure they have chosen, which is described as “challenging and unforgiving” by the event organisers, will require Lockwood and Newton-Sherlock to carry their survival kit across the desert while also sleeping under the stars in back-to-basic conditions.
The Benevolent Society Chair, Gay Penfold, says: “We are absolutely delighted that Judith and Naomi have chosen to raise money for The Benevolent Society through this ambitious challenge. I have no doubt that our entire industry will get behind them as they strive to reach their target and, hopefully, far exceed it. The money raised will support those experiencing financial hardship and difficult circumstances, as well as adult learners who want to develop their careers in the trade.”
As the Director of Mesmeric Distribution, Judith Lockwood distributes TI SENTO in the UK market. Her 30-year career in the jewellery industry has led to numerous board and honorary positions, including Supplier Director of the Company of Master Jewellers, Vice-Chair of the Goldsmiths’ Craft & Design Council, Guardian of the Wrought Plate at the Birmingham Assay Office, and a position on the Membership Committee of The Worshipful Company of Goldsmiths’.
Lockwood says: “This is quite a serious challenge and will take us both out of our comfort zones. I am delighted to be doing this with Naomi (whose suggestion it was…). We are both hugely excited and nervous about this incredible trek. We will have in our minds for every step walked and climbed the impact this will have on helping individuals in our industry.
“I am confident that with the backing of our friends in the trade, both Naomi and I can reach our fundraising target. The training is already underway to build our strength and stamina. We plan to keep The Benevolent Society updated with our progress.”
Naomi Newton-Sherlock, Director of Weston Beamor and Domino Jewellery, has more than 20 years of creative strategy and leadership experience within the jewellery industry. In addition to driving the product and marketing strategies of one of Europe’s leading B2B fine jewellery producers, Newton-Sherlock also sits on the Advisory Committee to the Wardens of the Goldsmiths’ Company and serves as a Director of the Jewellery Quarter Business Improvement District.
She comments: “It’s incredible to think that what began as a simple conversation at the Goldsmiths’ Craft & Design Council Awards in 2025 has grown into something so meaningful. Choosing to trek across the Sahara Desert wasn’t a decision we made lightly — but we believe that by taking on this challenge, we can help make a real difference.
“This isn’t just about pushing ourselves physically; it’s about showing what’s possible when people come together for a cause greater than themselves. Over the summer, we’ll be out on the trails, building our strength and determination — because every step we take brings us closer to raising vital funds and creating positive change.”
The Benevolent Society is calling upon members of The Giftware Association, the National Association of Jewellers, the Surface Engineering Association, the British Travelgoods & Accessories Association, and the Jewellery Distributors Association to get behind Lockwood and Newton-Sherlock as they embark on this incredible feat.
Their efforts are guided by event organiser Charity Challenge, which has helped individuals raise more than £70 million for various causes over the last 20 years.
To show your support, please consider donating with Gift Aid via JustGiving:
🌐 https://www.justgiving.com/page/judith-lockwood-naomi-newton-sherlock-5
More information:
🌐 www.batf.uk.com
🌐 www.thebenevolentsociety.co.uk
Related posts:
Birmingham Assay Office transforms the future of valuations
Encouraging Hallmarking Enforcement – the Touchstone Award
Keynote Speakers Announced and registration opens for NAJ’s 2025 valuers’ conference
The NAJ Wins Prestigious Trade Association Awards
UK Protection Join SaferGems as Affiliate Sponsor
