When two leading lights of the British jewellery community sat down together at the Goldsmiths’ Craft & Design Council Awards in March 2025, a throw‑away conversation sparked an extraordinary idea. Judith Lockwood, founder of Mesmeric Distribution and a stalwart of the UK jewellery trade, and Naomi Newton‑Sherlock, creative director of Weston Beamor and Domino Jewellery, quickly realised that they shared a desire to give back. In less than a year their idea has become reality: in December they will trek more than 100 km across the Sahara Desert to raise funds for The Benevolent Society, the charitable arm of the British Allied Trades Federation (BATF).

A challenge worthy of the cause

The Sahara Desert Challenge will see Lockwood and Newton‑Sherlock fly to Marrakesh and begin their journey on Monday 1 December 2025.  Over five days they will traverse peaks, gorges, dunes and oases, carrying their survival kits and sleeping under the stars in back‑to‑basics conditions. Event organiser Charity Challenge – whose expeditions have raised over £70 million for good causes – describes the trek as “challenging and unforgiving.”

Why the Sahara? Partly because the scale of the task reflects the scale of the need. The Benevolent Society helps individuals in the giftware, jewellery, surface engineering, travel goods and fashion accessories industries by providing grants, essential items, interest‑free loans and bursaries. It is a lifeline for those facing financial hardship or for students who need help to progress their careers, and it relies entirely on fundraising and donations. The charity hopes that the pair’s ambitious trek – timed to finish just after the annual Benevolent Society Christmas Ball in Birmingham – will inspire the trade to rally behind them.

Meet the trekkers

Judith Lockwood is well known in jewellery circles. She set up Mesmeric Distribution Ltd eleven years ago and brings the TI  SENTO – Milano sterling‑silver brand to more than 150 independent family jewellers across the UK. With more than thirty years’ experience in the trade she holds board roles as Supplier Director of the Company of Master Jewellers, Vice‑Chair of the Goldsmiths’ Craft & Design Council, sits on the Membership Committee of the Worshipful Company of Goldsmiths’ and serves as Guardian of the Wrought Plate at the Birmingham Assay Office. Despite this impressive résumé, she admits that a five‑day trek through the dunes is outside her comfort zone. 

“This is quite a serious challenge and will take us both out of our comfort zones,” she notes. “We’ll have in our minds for every step walked and climbed the impact this will have on helping individuals in our industry”. 

Judith Lockwood

She believes that, with the industry’s backing, they will meet and hopefully exceed their target.

Judith Lockwood - Picture courtesy of The Goldsmiths’ Company

Naomi Newton‑Sherlock brings a similarly broad skill‑set. Trained at the bench and in design, she holds a first‑class degree in Italian and Japanese and has built her career across independent workshops, high‑street multiples and luxury Bond Street brands. Today she heads Weston Beamor, one of the UK’s leading casting houses, and drives product and marketing strategy for Domino Jewellery. She also chairs the Advisory Panel to the Wardens at the Goldsmiths’ Company and mentors rising talent through the Goldsmiths' Centre. For her, the trek is about more than pushing physical limits:

“It’s incredible to think that what began as a simple conversation has grown into something so meaningful… it’s about showing what’s possible when people come together for a cause greater than themselves”.

Naomi Newton-Sherlock

Naomi Newton‑Sherlock - Picture courtesy of The Goldsmiths’ Company

Industry rallying call

The Benevolent Society’s chair, Gay Penfold, has urged the jewellery community to support the pair, noting that funds raised will help “those experiencing financial hardship and difficult circumstances, as well as adult learners who want to develop their careers in the trade”. The Society is asking members of the Giftware Association, the National Association of Jewellers, the Surface Engineering Association, the British Travelgoods & Accessories Association and the Jewellery Distributors Association to get behind them. Donations can be made via the pair’s JustGiving page, with Gift Aid available for UK taxpayers.

The trekers are not leaving anything to chance. Throughout the summer they are building strength and stamina, trekking across local trails with heavy packs and training in the gym. Preparation also includes learning how to manage three litres of water per day in desert conditions and how to sleep comfortably under canvas. “We plan to keep The Benevolent Society updated with our progress,” Lockwood writes, underscoring their accountability to donors.

Three women. One mission. Judith Lockwood, Gay Penfold and Naomi Newton-Sherlock — united in spirit ahead of December’s Sahara trek for The Benevolent Society.

How you can help

If you would like to support this industry‑wide effort, donations of any size are welcome. JustGiving ensures that funds reach the charity quickly and securely, and Gift Aid can add 25 % to eligible UK donations.

Key details of the challenge

Final thoughts

Challenges like the Sahara Desert Trek serve as powerful reminders that our industry is built on more than craftsmanship and commerce — it thrives on community and care. By stepping out of their comfort zones, Judith Lockwood and Naomi Newton‑Sherlock are shining a light on colleagues who need a helping hand. As Gay Penfold says, the funds raised will provide grants, essentials and educational bursaries to people across the giftware, jewellery and allied industries. Every donation, no matter how small, will help turn their footsteps into meaningful support.

The Jewels Club Take

This isn’t just a walk in the sand — it’s a statement of solidarity from two women who have long championed the UK’s jewellery community. Judith and Naomi’s Sahara challenge reminds us that behind the sparkle, there are real people who sometimes need a lifeline.

Let’s stand with them — and with those this fund will support.

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Ready to walk the walk. Judith Lockwood and Naomi Newton-Sherlock — dressed for the night, training for the desert. This December, they’ll swap sequins and satin for sand and survival kits as they take on a 100km Sahara trek in aid of The Benevolent Society.