To maintain the highest level of personal integrity, honesty and business ethics.
To comply with all Government laws and regulations relating to the jewellery, watch and related industries.
To support and abide by the Articles of Association and objectives of the British Jewellers’ Association and this Code of Ethics.
To provide a standard of product and service of the highest possible quality commensurate with price.
To establish clearly the guarantee or service policy regarding all merchandise and to fulfil that policy.
To provide knowledgeable and competent expertise and clearly indicate the true quality of products offered for sale.
To adhere to sound business practices and thus ensure continuing service to customers and suppliers alike.
To refrain from all forms of design copyright and trademark infringement.
To refrain from trading in conflict diamonds.
