Traceability is no longer a niche conversation within the jewellery trade. It is becoming a commercial requirement.

For independent retailers, the ability to explain where a product comes from, and to stand behind that claim with confidence, is increasingly part of the sales process. That shift is now starting to shape how collections are developed at a manufacturing level.

Curteis’ latest move reflects exactly that.

Curteis Introduces SMO Gold Chains

The UK-based manufacturer has launched a new chain collection crafted in 9ct and 18ct SMO Gold, supplied exclusively in the UK by The Betts Group.

The range focuses on proven, high-demand styles including Curb, Trace and Spiga chains, offered across a variety of weights and widths to suit different retail applications.

Rather than reinventing design, the emphasis here is on material. The collection gives retailers access to familiar, commercially reliable products, now backed by full provenance.

A selection of Curteis chains crafted in SMO Gold, combining classic link styles with fully traceable and responsibly sourced gold

Why SMO Gold Matters

SMO, Single Mine Origin gold, is designed to offer full traceability back to a specific mine.

It works with selected member mines that adhere to strict ESG standards and undergo annual assurance audits aligned with internationally recognised frameworks. The model is built to provide responsible gold at scale, without the pricing barriers that have historically limited adoption.

For the trade, that balance is key. Provenance needs to be credible, but it also needs to be commercially viable.

Charlie Betts, Managing Director of The Betts Group, puts it clearly:

“By working with trusted UK manufacturers like Curteis, we can share the SMO message of accessible, fully traceable and responsible gold with a far wider audience of independent retailers.”

Charlie Betts, Managing Director of The Betts Group

Charlie Betts, Managing Director of The Betts Group, at the company’s headquarters

From Provenance To The Shop Floor

What makes this launch relevant is how directly it connects sourcing to retail.

Independent jewellers can now stock British-made chains with clearly defined origin, without changing their core product mix. It is a practical step rather than a conceptual one.

Claire Davies, Operations Director at Curteis, highlights this shift:

“Being able to offer SMO Gold chains means we can give our customers complete confidence in the origin of this range. Traceability, responsible sourcing and transparency are becoming increasingly important in our industry.”

Claire Davies, Operations Director at Curteis

That confidence is increasingly what customers are buying into.

A Heritage Manufacturer, Moving With The Market

With more than 50 years of manufacturing expertise, Curteis has built its position on consistency, scale and reliability.

The introduction of SMO Gold does not change that foundation. Instead, it adds another layer, aligning existing production capabilities with evolving expectations around sourcing.

Alongside its standard collections, the business continues to offer its ‘Curteis Creates’ bespoke service, allowing retailers to develop their own ranges using its manufacturing infrastructure.

SMO Gold, Single Mine Origin gold developed by The Betts Group, offering full traceability back to source

What This Signals For The Industry

This is not about a single collection.

It is part of a broader shift where responsible sourcing is moving from a marketing angle to a baseline expectation.

The fact that this is being applied to core product categories like chains, rather than one-off pieces, is what makes it significant.

The next phase will be scale, visibility and adoption across the High Street.

The Jewels Club Take

This is a smart move from both sides.

Curteis brings manufacturing scale and retailer access. Betts brings a clear, structured sourcing proposition through SMO Gold.

Together, it creates something the market actually needs, a product that is commercially familiar but carries a stronger story.

For independent retailers, that combination is becoming harder to ignore.

Discover More

Explore SMO Gold and its partner network: singlemineorigin.com/pages/our-partners

Discover Curteis’ SMO chain collections: curteis.com

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