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In a hugely generous gesture, Chief Executive of the Company of Master Jewellers, (CMJ) Willie Hamilton has put himself up for auction.

Delegates attending the dinner after the CMJ's UK Jewellery Conference 2012 on Tuesday 2nd October will have the opportunity to have Willie work in their business for a day. The flamboyant Scotsman says he is up for anything, from sweeping floors to stocktaking Pandora. He will sell himself to the highest bidder, (no doubt with a big premium if Highland dress is required) and all of his fee will go to local charity Cyclists Fighting Cancer.

This is Willie's personal response to Michael Allchin's valiant and gruelling 50 mile cycling Sportive in last Sundayâs atrocious weather conditions.

The Sportive was all in aid of the inspiring Stratford on Avon based charity; Cyclists Fighting Cancer. Research has proved that exercise is beneficial to cancer sufferers and the Charity provides bikes, adapted tricycles and equipment to children and young people whose lives have been affected by cancer. A customised trike, as seen on their website http://cyclistsfc.org.uk/, costs around Â£1,500 and Michael was determined to fund at least one. So far the wonderful generosity of friends, colleagues, customers and staff of The Birmingham Assay Office has raised nearly Â£5,000.

CMJ volunteered to use their Conference, in which Michael is participating, to offer further support to Michael and his efforts. It has not been made clear who came up with the brilliant idea of auctioning Willie, but it is a fantastic one. Perhaps someone would like to start a sweepstake on what he is worth?

Aside from a bit of fun fundraising, the Conference, facilitated by Bill Turnbull of Breakfast TV has an excellent line up of speakers and promises to be a very informative day. We look forward to reporting back both on the event and on Willieâs worth!