BATF and NAJ makes raft of executive appointments


The British Allied Trades Federation (BATF) and the National Association of Jewellers (NAJ) have appointed a new CEO, president, chair, board directors and National Committee members across both organisations. 

During their annual general meetings which took place on 6 June 2024, at the Tower of London, professionals representing all the federated trade associations, including The Giftware Association, the Surface Engineering Association, the British Travelgoods and Accessories Association and the Jewellery Distributors Association attended for the AGM, in addition to a contingent from the NAJ that hosted its own AGM at the same time. 

Tom Jones has been appointed as BATF’s new chief executive officer, effective immediately. Jones previously held a similar position at the Aluminium Federation, where he served for more than six years, in addition to a board director role at the UK Metals Council. 

Meanwhile, outgoing BATF president Henrik Skouby formally handed over duties to Gert Schyberg, the founder and managing director of Sebnini Trading Ltd. 

As the new BATF president, Schyberg will draw upon 15 years of experience on the Giftware Association’s National Committee and professional expertise in finance, procurement manufacturing, strategy and management to uplift the federation and ensure its continued success in tumultuous times. 

Schyberg will also work alongside Henrik in his new role as deputy president until 2026.

To close proceedings, the BATF named three additions to its board of directors, including National Association of Jewellers representatives Harriet Kelsall and Heather Callaway, who have both served as chair of the association in previous years, and John Taylor, managing director of Surface Engineering Association (SEA) member business, Schloetter Co Ltd. 

During the NAJ AGM, President Gary Wroe formally handed the reins of chair to Adam Jacobs, who had previously served as vice chair of the Association since 2022. 

He now officially takes over responsibilities from outgoing chair Callaway. As the joint-owner of Reading-based independent family business, Jacobs the Jewellers, Adam Jacobs has been an NAJ volunteer since 2016, initially stepping in to introduce a marketing and promotions sub-group before being invited to join the National Committee in 2020. 

He also serves as chair of R.E.D.A., Reading’s Economy + Destination Agency, and is a Liveryman of the Worshipful Company of Goldsmiths.

Additionally, The NAJ also announced new additions to its National Committee at the event, including Alexia Taylor, a passionate advocate for the NAJ’s Institute of Registered Valuers and a director at Walsh Bros. Jewellers in Tunbridge Wells, and Peter Wong, managing director at Wongs Jewellers in Liverpool and a member of the NAJ’s JET Business Network. 

Jones said: “This is a great time to be joining the BATF as CEO. The AGM was a great opportunity to network with members and meet representatives of each of the federated trade associations, who I look forward to working closely with in the future. My goal now is to dive into Federation business and see what can be done to strengthen its remit and future-proof our activities.” 

Speaking on the milestone year, Gay Penfold said: “This is an exciting time for The Benevolent Society as we celebrate 100 years and thousands of beneficiaries who have navigated hard times with the support of their friends and colleagues in this great trade. This year’s BATF AGM and dinner at the Tower of London was a wonderful occasion and a perfect opportunity to catch up with old friends and make new connections.”



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