Valuable relationships rarely end when a piece of jewellery leaves the showroom.

Yet for many retailers, the connection with a customer can quickly fade once a purchase has been completed. Future opportunities for servicing, valuations, insurance, repairs, remodelling and additional purchases are often lost simply because there is no ongoing link between the retailer, the customer and the jewellery itself.

It is this challenge that ValuCert has set out to address.

The company has announced the appointment of respected industry figure Judith Lockwood as Strategic Industry Advisor, joining founder Christopher Stoner and Strategic Partnerships Lead Sarah Stoner as the platform continues to grow across the jewellery and watch sectors.

Strengthening Industry Experience

Judith Lockwood is one of the jewellery industry’s most recognised and respected figures.

Best known as founder of Mesmeric Distribution, distributor of TI SENTO in the UK, she also serves as Supplier Director at The Company of Master Jewellers, Vice Chair of The Goldsmiths’ Craft & Design Council and Guardian at the Birmingham Assay Office.

Her appointment brings more than three decades of experience spanning luxury jewellery, watches, branding, manufacturing, retail development and distribution.

For ValuCert, it represents another step as the business continues to develop technology designed specifically for jewellery and watch retailers.

A Different Approach To Customer Relationships

Founded by second-generation jeweller Christopher Stoner, ValuCert was created to solve a problem many retailers know well.

While significant time and investment are made to acquire customers, maintaining those relationships after a purchase has traditionally proved far more difficult.

Rather than viewing a sale as the end of the customer journey, ValuCert has developed technology that keeps jewellery, documentation and ownership records connected through its SmartReport and ValuVault platforms.

Each item recorded receives a professional digital asset record containing ownership information, product specifications, photography and supporting documentation. Those records are then securely stored within the customer’s ValuVault, creating an ongoing digital connection between the customer, their jewellery and the retailer.

“ValuCert was born out of frustration. For years, I watched retailers sell high-value jewellery and watches, only to lose visibility of those assets almost immediately afterwards. In today’s digital world, that simply doesn’t make sense.”

Christopher Stoner - Founder ValuCert

Christopher Stoner, founder of ValuCert, established the platform to help jewellery and watch retailers strengthen customer relationships through digital asset management and SmartReport technology

Supporting Retailers Beyond The Initial Sale

The platform has been developed to support much more than digital record keeping.

By maintaining accurate documentation throughout the ownership lifecycle, retailers can remain connected with customers for future services including repairs, valuations, remodelling, insurance, replacement purchases and other aftercare opportunities.

As retailers continue looking for new ways to strengthen customer loyalty and generate recurring revenue, technology that extends relationships beyond a single transaction is becoming increasingly relevant.

Insurance Becoming Part Of The Conversation

One area where ValuCert is already seeing progress is insurance.

The company is working alongside specialist jewellery and watch insurance providers to create a more connected process between professionally documented assets and insurance quotations.

Rather than customers searching for documentation months or years after making a purchase, assets stored within ValuVault can support a smoother route towards obtaining appropriate insurance cover.

For retailers, this also creates another opportunity to remain involved throughout the ownership journey rather than only at the point of sale.

Growing Momentum

Commenting on the appointment, Christopher Stoner said Judith Lockwood’s experience and understanding of the jewellery industry would play an important role as the business continues to expand.

Lockwood described the platform as addressing multiple challenges faced by modern retailers, highlighting customer engagement, improved documentation, recurring revenue opportunities and ease of integration with existing retail systems.

Judith Lockwood believes the platform addresses several of the challenges currently facing retailers.

She said:

“What I immediately understood about ValuCert was that it addresses so many current, multi-industry challenges simultaneously. It gives immediate client re-engagement and relationship building, operates alongside existing retailer systems, creates entirely new opportunities for recurring revenue and is simple and easy to use.”

Judith Lockwood

Judith Lockwood, Strategic Industry Advisor at ValuCert

Sarah Stoner also highlighted the importance of protecting the stories behind jewellery, noting that accurate documentation and secure digital records can help both retailers and consumers manage valuable pieces more effectively throughout their lifetime.

"Jewellery is rarely just jewellery. Behind almost every piece is a story, a memory, a milestone or a loved one. ValuCert gives consumers a secure and modern way to manage the records, provenance and protection of their jewellery and watches, while helping retailers maintain meaningful relationships with their customers for years to come.”

Sarah Stoner, Strategic Partnerships Lead at ValuCert

Sarah Stoner, Strategic Partnerships Lead at ValuCert

Looking Ahead

As jewellery retail continues to evolve, businesses are increasingly looking beyond individual transactions and focusing on building longer-term customer relationships.

Digital tools that improve documentation, simplify ownership records and create ongoing engagement are becoming an increasingly important part of that conversation.

ValuCert’s continued growth, together with the appointment of Judith Lockwood, reflects the growing interest in technology designed not simply to support the point of sale, but the entire ownership experience.

The Jewels Club Take

The jewellery industry has spent years discussing customer retention, lifetime value and creating stronger relationships beyond the showroom.

ValuCert approaches that challenge from a different perspective by focusing on the asset itself. Rather than treating documentation as an administrative task, the platform positions it as a way to keep retailers connected with customers long after a purchase has been completed.

Judith Lockwood’s appointment also brings significant industry credibility. With experience across retail, distribution and trade organisations, her involvement signals growing confidence in technology that supports both retailers and consumers throughout the lifetime of a jewellery purchase.

Discover More

ValuCert provides digital asset management through its SmartReport and ValuVault platforms, helping jewellery and watch retailers strengthen customer relationships, improve documentation and support the long-term management of valuable assets. Visit valucert.com to learn more.