BIRMINGHAM ASSAY OFFICE VISITS ASIA
In November, Michael Goode, Commercial Manager at Birmingham Assay, embarked on an exciting trip to Hong Kong, Qingdao (China), and Bangkok (Thailand).
The goal? To meet with Birmingham Assay Office’s international partners, connect with jewellery manufacturers and plating companies, and gain a deeper understanding of customer needs on a global scale.
Building Personal Connections
Over the course of his trip, Michael met with around 15 jewellery manufacturing and plating factories—some existing clients, and others who had previously shown interest in Birmingham Assay Office’s services. For many, this was the first in-person interaction, making the trip an invaluable opportunity to build stronger relationships and take conversations further.
“It was absolutely worthwhile,” Michael said of his time spent in Asia. “As a small lab based in the UK, seeing how our customers operate and understanding their challenges up close was crucial. It helped me really appreciate why they rely on our services and how we can continue to support them effectively.”
Showcasing Expertise: AnchorCert Protect
and Waterproof Testing
A significant focus of Michael’s visit was to showcase two of Birmingham Assay Office’s key services: our AnchorCert Protect hypoallergenic testing and waterproof testing. Both of these services are designed to give jewellery brands the confidence they need to offer products that meet the highest standards of safety, durability, and consumer trust.
- AnchorCert Protect testing goes beyond just nickel, a well-known irritant, to ensure jewellery is free from 16 metals that could cause allergic reactions. Many people aren’t aware that it’s not just nickel, but other metals like cobalt, gold, and chromium, that can trigger skin allergies. Our accredited testing method is recognised by UKAS to ISO/IEC 17025, and it detects all 16 of these elements. This ensures that jewellery not only meets the strictest safety and compliance standards, including REACH and global regulations, but also that it’s safe to wear for those with sensitive skin.
- Waterproof Testing is another essential service, evaluating jewellery’s ability to withstand exposure to water, sweat, and everyday environmental factors. As consumers increasingly demand jewellery that can stand the test of time, these tests help manufacturers ensure their pieces will remain durable and beautiful even in the most challenging conditions.
“These services are more than just tests; they’re about giving our customers confidence in the products they sell,” Michael explained. “We help brands provide safer, more durable pieces to their customers.”
Strengthening Relationships and Understanding
Customer Needs
While the technical aspect of the trip was important, for Michael, the most valuable takeaway was the chance to strengthen Birmingham Assay Office’s relationships with our AnchorCert Protect partners. By meeting face-to-face, Michael was able to gain a deeper insight into the specific needs and challenges faced by jewellery manufacturers and plating companies, and how Birmingham Assay Office can best support them.
“The trip was about really listening to our customers, understanding their day-to-day challenges, and showing them we’re here for the long term,” Michael shared. “We’re not just a UK-based lab; we want to be a partner who helps solve problems and offers ongoing support, wherever they are in the world.”
During the visit, Michael had the opportunity to meet with Acha Wholesale Body Jewelry, who shared their thoughts on the importance of this in-person collaboration:
“The visit provided invaluable insights as we shared best practices on storage systems, material certifications, and ensuring our body jewellery meets the highest standards of quality and safety. Together, we reinforced our commitment to comply with all rules and regulations.”
Looking to the Future
Reflecting on his trip, Michael noted that the experience was invaluable in helping Birmingham Assay Office better understand its international customers’ needs. By meeting partners and suppliers in person, he was able to form stronger bonds and ensure that our services are tailored to the specific demands of the global jewellery market.
“There’s definitely a gap internationally that we need to bridge,” Michael said. “We want to show our customers that we really care about their success. This visit was an important step in building those connections and offering more personalised support.”
Looking ahead, Michael is excited about continuing to strengthen our relationships with international clients and partners. “We’re committed to being a trusted partner who understands the complexities of the jewellery industry and is there to offer solutions every step of the way.”
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