Buying with Confidence

One of the main reasons people buy jewellery is to commemorate and celebrate a special moment in their lives, such as a birth, a graduation, a noteworthy personal achievement, a religious occasion, an engagement, or a wedding. Time and care is spent choosing the perfect piece, and an emotional investment is made on the part of the person buying the jewellery and by the receiver of the gift.

The jewellery becomes a tangible, sentimental link to a precious memory, one that is invoked each time it is worn.

On occasion, a piece of jewellery might be bought on impulse, as it catches the customer’s eye as they pass a glittering window display. It lifts the wearer’s spirits, expresses a facet of their personality, and marks their individuality, sometimes allowing a little indulgent reward in our busy, driven lives.

While many customers do their homework for a planned jewellery purchase, particularly the more expensive ones like an engagement ring, or a high-end timepiece, they are still reliant on the seller to be honest, to provide them with the highest level of service and at all times to act ethically and with integrity.

When you buy jewellery from a member of the Jewellery Council of South Africa (JCSA), you’re not only buying a beautiful piece of jewellery, you’re also buying a promise from the seller that they will act in accordance with the JCSA’s Code of Ethics and Conduct.

This means you can buy with confidence, knowing your piece of jewellery has a fair market price, its components have been responsibly, ethically, and sustainably sourced, and that your satisfaction with your purchase is of great importance to the seller.

Our members pledge to:

• Conduct business and treat customers in a manner befitting the status of a Jewellery Council member at all times;
• Ensure that every purchaser is a satisfied customer, and to render prompt and efficient service;
• Offer service based on the highest ethical standards;
• Maintain the highest level of personal and professional integrity;
• Earn, establish and maintain a reputation for giving value at a fair price;
• Promote goodwill and communication between Jewellery Council members;
• Refrain from belittling the value and/or quality of merchandise supplied by competitors/colleagues;
• Maintain sound business relationships with suppliers in order to provide the best ultimate service to customers;
• Submit to arbitration in case of a dispute between member and customer, or member and supplier, or member and member;
• Avoid untruthful or misleading statements in publicity and/or advertising.