The Academy is a physical part of the Group’s Moreton Street premises, which also houses Birmingham Assay Office, offering a range of contemporary and heritage spaces for hire to the trade and beyond. It delivers retail-focused training courses to the jewellery sector, offering courses on everything from hallmarking and diamond grading to plating and social media. The Academy has now also been established as the home of the Birmingham Assay Office heritage silver and library archives.

The new website has been designed to accommodate all services available from the Academy, with a clearer customer journey, more intuitive functionality and, animated banners which will currently be used to promote other AnchorCert initiatives and divisions. It also has a new gallery section, where images of past Academy events can be viewed by the jewellery trade and general public – giving all a glimpse behind the scenes of the Assay Office.

Commenting on the new website, Director of Academy, Marion Wilson, said:

“The new website is just the start of our exciting refocus on digital. It’s fantastic to now have all of the Academy services and products available on one website. It’s better for our customers and really reinforces just how much the Academy already contributes to the jewellery trade and beyond.

“When we decided to start delivering courses under the banner of the Academy, we had no idea that it would be as successful as it had been. It has morphed into an operating division in its own right. Our focus, now that we have this fantastic foundation to build on, is to further engage with the trade and deliver training, education and entertainment – all of which we will be able to promote through our shiny new website.”


Academy screenshot


The website has a new events section, which will promote Birmingham Assay Office events, both on-site at the Academy, as well as promoting their attendance at off-site exhibitions and conferences. The new events section will also promote all events held at the Academy, providing external organisers with another online promotional tool.

Marion added: “Previously we have always supported our external event organisers with social media promotion, it’s great to be able to push people to the website. Once on the website, they will be able to see the full range of events held at the Academy, not just the one that originally piqued their interest.”

The new website also contains all heritage information, previously found on the Birmingham Assay Office website. Visitors to the new website will find information on a wealth of subjects including historic date letters and the Assay Office’s collections. They will also be able to step into the past, through the Assay Office’s Oral Histories – a project funded by a National Lottery grant and completed just prior to the team moving from Newhall Street in 2015.

For more information on AnchorCert Academy, training courses, events or venue hire, visit



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