Protecting the Consumer and Servicing
the Trade with Independence and Integrity

BAJ - Holts Academy Rebrand

Under new leadership, Holts Academy has experienced huge strategic change over the past year. Whilst retaining traditional values and dedication to teaching excellence, the company has evolved as an education provider.

The company now seeks to champion British jewellery education and has a renewed commitment to protecting the future of the British jewellery industry.

To reflect this change and its modern identity, as of the 25th January, Holts Academy will be known as the British Academy of Jewellery (BAJ).

BAJ's Vision

To provide a world-class technical and creative education to INSPIRE, NURTURE and TRAIN the next generation of jewellers.

BAJ's Mission

To INSPIRE, to ignite interest into the world of British jewellery manufacture and design.
To NURTURE, to draw out student’s individual creativity and vision, and build their confidence.
To TRAIN, to equip students with a conceptual and technical skillset to prepare them for a career in industry.
To PIONEER, to be at the fore-front of innovation for jewellery education.
To CONNECT, to foster a jewellery network of support to help sustain and support the growth of the jewellery trade.

The BAJ will be launching a brand new website,, where you can stay up to date with news on its exciting developments (coming soon!) and get involved in working with us to support the next generation of jewellers.



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