Genuine JayJays Ltd
Source: gov.uk (2025-11-10)

We, the undersigned, commit to honour the Armed Forces Covenant and support the Armed Forces Community. We recognise the value Serving Personnel, both Regular and Reservists, Veterans and military families contribute to our business and our country.

The Armed Forces Covenant

An enduring covenant between the people of the United Kingdom, Her Majesty’s Government and all those who serve or have served in the Armed Forces of the Crown and their families

The first duty of Government is the defence of the realm. Our Armed Forces fulfil that responsibility on behalf of the Government, sacrificing some civilian freedoms, facing danger and, sometimes, suffering serious injury or death as a result of their duty. Families also play a vital role in supporting the operational effectiveness of our Armed Forces. In return, the whole nation has a moral obligation to the members of the Naval Service, the Army and the Royal Air Force, together with their families. They deserve our respect and support, and fair treatment.

Those who serve in the Armed Forces, whether Regular or Reserve, those who have served in the past, and their families, should face no disadvantage compared to other citizens in the provision of public and commercial services. Special consideration is appropriate in some cases, especially for those who have given most such as the injured and the bereaved.

This obligation involves the whole of society: it includes voluntary and charitable bodies, private organisations, and the actions of individuals in supporting the Armed Forces. Recognising those who have performed military duty unites the country and demonstrates the value of their contribution. This has no greater expression than in upholding this Covenant.

Section 1: Principles of the Armed Forces Corporate Covenant

1.1 We Genuine JayJays Ltd will endeavour in our business dealings to uphold the key principles of the Armed Forces Covenant, which are:
- no member of the Armed Forces Community should face disadvantage in the provision of public and commercial services compared to any other citizen;
- and in some circumstances that special treatment may be appropriate especially for the injured or bereaved.
Section 2: Demonstrating our commitment

2.1 Genuine JayJays Ltd recognises the value serving personnel, reservists, veterans and military families bring to our business. We will seek to uphold the principles of the Armed Forces Covenant, by pledging to the following:
- Armed Forces Friendly
- UK Reservists
- UK Cadets
- Reserve Forces Day
- Armed Forces Charities
We also pledge the following:

Promoting the Armed Forces. Employment support to members of the Armed Forces Community: - Supporting reservists by offering them additional days of annual leave, in order to carry out their duties. - Offering work placements, insight days, mentoring schemes and guaranteed interview schemes to Veterans seeking employment. - Offering additional annual leave to Cadet Force Adult Volunteers to help them carry out their training requirement. - Offering insight days to older Cadets looking for apprenticeships and further education opportunities. Communications, engagement and outreach: - Promote the Armed Forces Covenant, the Defence Employer Recognition Scheme and your support for the Armed Forces Community to your staff, customers, supply chains and the wider public. - Support and promote Armed Forces events, such as Armed Forces Day/Week, Reserves Day, the Poppy Appeal and Remembrance activities. - Use the Covenant and Employer Recognition Scheme logos in your communications and marketing. - Engage with and support local Armed Forces charities, for example by supporting their fund-raising activities. Commercial: - Ensure the Armed Forces Community has fair access to your services and is not put at a dis-advantage by their service, for example as a result of their high mobility. Health: - To continue offering the Employee Assistance Programme (EAP). This allows all employees to access free confidential care, counselling, therapy and signposting for any issues - regardless of whether they are linked to the workplace or are personal matters. Civic responsibilities: - We will promote remembrance days and related activities. - Offer and promote the sale of poppies for the poppy appeal in our store.

2.2 We will publicise these commitments through our literature and/or on our website, setting out how we will seek to honour them and inviting feedback from the Service community and our customers on how we are doing.