India’s gem and jewellery industry now has an official club to recognise those companies which deal with the trade employing ethical trade practices. The club – Top Jewellers of India (TJOI) is an initiative of the All India Gems and Jewellery Trade Federation (GJF), was launched on October 10 in Mumbai. %% Membership to the TJOI is through invitation only and is divided into two categorised – Family Jewellers and ‘Corporate & Brands’. Initially TJOI is targeting to enroll 1,000 top jewellers from 50 cities in India. At the launch GJF also revealed their ‘Trust Mark’ which would be flashed by the TJOI members. It is symbolic of the integrity in business standards, similar to what the World Federation of Diamond Bourses’ WFDB Mark holds. TJOI has outlines a strong media campaign to promote its Trust Mark, and will run it throughout the Diwali festival – India’s biggest jewellery shopping festival. The first phase of the campaign will end on March 31, 2008. %% GJF chairman Ashok Minawala told that, “The Trust Mark will be promoted as the ultimate recognition and every jeweller who uses this logo and certificate in his store will be telling his clients that he abides by a strict set of rules. For the future, we are looking to get the top manufacturers, wholesalers, designers, goldsmiths, artisans and salespersons to enroll.” This effort was applauded by Gem & Jewellery Export Promotion Council (GJEPC) chairman Sanjay Kothari, the chief guest at the launch.