Ebay UK launches Authentication Guarantee for fine jewellery

Ebay UK has announced the expansion of its Authenticity Guarantee programme to fine jewellery, as customer demand for luxury items continues to gain momentum with double-digit growth.

New and pre-loved fine jewellery sold for £500 and over will soon be eligible to be independently verified in collaboration with GIA, the world’s gem authority since 1931.

The offering will expand to include top designer brands including Cartier, Van Cleef and Arpels, Tiffany and Co and Chopard, as well as the authentication of unbranded antique and unique pieces featuring gold, certain gems and jewels.

Launched in 2021, Ebay UK’s Authentication programme has expanded to encompass an assortment of luxury goods, including watches, handbags and sneakers.

Ebay UK said that the addition of fine jewellery to Ebay’s Authenticity Guarantee programme comes after the marketplace has seen an increase in searches for pieces from “popular” jewellery houses and unbranded items, with the run-up to the festive season.

Searches for Tiffany rings, Cartier Love bangles and Van Cleef necklaces all increased by over 25%, 20% and 10% over this period. Alongside this, unbranded searches for tennis bracelets and diamond rings also increased by over 60% and 10%, respectively over a similar timeframe.

Since 1931, GIA has been the world’s gem authority and as Ebay’s jewellery authentication collaborator will examine the pieces eligible for the Authenticity Guarantee programme.

GIA gemologists and experts verify the condition and quality of the piece, checking dozens of inspection points to verify it’s authentic at no extra cost to the buyer or seller.

GIA also ensures its condition and quality are as described in the listing. Details on the jewellery authentication process are as follows:

• Multi-point inspection by experts: Jewellery is examined for authenticity by GIA experts with years of industry experience and knowledge. It performs a multi-point inspection, to ensure the jewellery is authentic. Once verified, the item is carefully packed and posted to the customer’s address at checkout through fast, tracked, signature-required delivery.
• Unique Authentication Card: Verified jewellery will receive a unique authentication card with a QR code. Customers can scan the code to access their item’s documentation, and learn more about their jewellery and its authentication journey.
• Verified Returns: In the event of a return, every item is inspected by GIA experts before it’s sent back to the seller. Returns are posted back directly to the authentication collaborators, verifying its authenticity.

From late October shoppers will be able to browse and buy from a selection of unbranded new and pre-owned fine jewellery marked with an Authenticity Guarantee blue tick, with more items including the “top” jewellery brands set to be eligible for the Authenticity Guarantee programme.

Tirath Kamdar, Global GM of Luxury at Ebay, said: “Jewellery has always been popular on Ebay, and there has been a noticeable increase in demand for both new and pre-owned pieces over the past year.

“Rightfully customers want confidence when buying a special item, which is why we are expanding our luxury offering within the Authenticity Guarantee program to now include fine jewellery in the UK. Customers want to trust what they are getting is the real deal and we’re proud to work with credentialed GIA gemologists and jewellery experts to provide our Authenticity Guarantee service, to ensure they get what they expect.”

Pritesh Patel, GIA chief operating officer, added: “GIA is the trusted independent source of knowledge, standards, and education in gems and jewellery; our mission is to protect consumers. We’re pleased to continue collaborating with Ebay on its Authentication Guarantee, extending the service to the UK, helping to protect the millions of fine jewellery buyers and sellers on Ebay.”