The Jewellers’ and Goldsmiths’ Association of Hong Kong Limited

Reputation Shop Mark

珠寶信譽店——營商守則，誠信服務

多年前香港珠寶業界已經制定「聯合公議行規」，隨着消費者權益意識提高，知識產權、市場競爭等法規實施，「行規」內容須與時並進，商會與消費者委員會合作，共同制定「珠寶零售業營商實務守則」，於2017 年推出，取代「聯合公議行規」，供業界遵守，為公公更更易識別，計計一全新新的「珠寶信譽店」標籤，給參與商號展示。
至2025 年，因應全人料、貴金屬及寶石易易商冊等等新法例實施，再與消委會合作，修訂「珠寶零售業營商實務守則」。商會每年到參與店舖進行考核，包括查看是否依法展示有關法令，讓客人清楚看到當日金價，發票依守則列出所需易易料。

Marchants that participate in and comply with the Code of Practice of the Jewellery Retail Industry must undergo a comprehensive assessment by the Association. Those that meet the required standards will be awarded the "Reputation Shop Mark" label for the corresponding year as a mark of recognition.

The Jewellers’ and Goldsmiths’ Association of Hong Kong Limited officially began operations in July 2022. It has been authorized by the Hong Kong Jewellers’ and Goldsmiths’ Association Limited and the Kowloon Pearls Precious Stones Jade Gold and Silver Ornament Merchants Association to conduct assessments and issue the "Reputation Shop Mark" label.

Rules and Regulations
    1. Companies applying for the Reputation Shop Mark Scheme under the Code of Practice of the Jewellery Retail Industry (hereinafter “Mark”) must be a member of the Jewellers’ & Goldsmiths’ Association of Hong Kong Limited (hereinafter “the Association”). Whichever type(s) of jewellery business they are operating, the company applicants must comply with the Trade Descriptions Ordinance and relevant laws of Hong Kong in providing transactions with fairness and integrity.
    2. To apply for the Mark, companies must already be a holder of the Quality Gold Mark or the Natural Fei Cui Quality Mark issued by the Association, or the Natural Diamond Quality Assurance (NDQA) Mark issued by the Diamond Federation of Hong Kong.
    3. Company applicants must complete the application form for the Code of Practice of the Jewellery Retail Industry – Reputation Shop Mark Scheme, which must be signed by the person-in-charge and stamped with company chop before submitting it to the Association.
    4. Company applicants must also apply for the Reputation shop Mark for all their branch stores.
    5. Company applicants must comply with the Code of Practice of the Jewellery Retail Industry and the terms and regulations of this Mark scheme.
    6. The Mark is valid for one year. To ensure operation with integrity, renewal of the Mark is reviewed every year by the Association.
    7. Companies must post the Mark in a prominent place at the business address provided on the submitted application form.
    8. The Mark is the property of the Association, which have the right to recall or redesign the Mark at any time. Companies shall not print the Mark on invoices or any items without applying for so with and obtaining approval from the Association.
    9. Companies who voluntarily withdraw from the scheme during the effective period of the Mark must immediately return the Mark to the Association for cancellation.
    10. The Association will widely promote the Mark in the media. As such, company applicants must pay the relevant promotion fees specified by the Association, which will bear any funds in short.
    11. The Association has the right to recall the Mark from holders who violate the Code and relevant requirements and refuse to accept the Association advice. In the event of disputes and complaints, the Association has the right to request reasonable explanation from the company under complaint and the right to immediately recall the issued Mark if the matter is found to be substantiated after investigation. The Association shall not be liable for any legal responsibilities arising from such legal proceedings. Companies agree to indemnify the Association against all losses and expenses resulting from the aforementioned disputes or legal actions.
    12. The company under complaint must comply with the orders of the Complaints Review Committee as stipulated in the code of the Mark. The Complaints Review Committee may consider the level of penalty based on the severity of the violation behaviour of the company and the past records of the company. Penalties may include disqualifying the company as a member of the Mark scheme. In that case, the company under complaint must return the Mark issued by the Association. The Complaints Review Committee also has the right to report the outcome of the review anonymously in the publications for members’ communication of the Association and publicised the outcome on the website of the Association.
    13. If a company is found to have violated any of the aforementioned regulations, the Association has the right to immediately revoke its Reputation Shop Mark.
    14. The decisions of the Association regarding any of the above regulations shall be final. The Association also reserves the right to amend them without prior notice to any company.