ASA has 6,000 members located in the United States, Canada, Mexico, Europe and Asia.

Jack Devlin, speaking for Novato, Calif.-based Fireman's Fund, said the company, which had gross written premiums of $4.4 billion last year, underwrites multi-million dollar art collections among its coverages.

The alliance was formed, he said, because, "our customers told us one of their non-insurance needs is access to professional appraisal services."

Frances Zeman, a personal property expert with ASA said the insurer had turned to the Society "to make sure customers have a reliable creditable place to turn." She noted that ASA-trained senior accredited appraisers have a minimum of five years experience.

Ms. Zeman said that a complete appraisal of an item can take four to six weeks and includes a discussion of the object's history or provenance. The cost, she noted, can range from $100 to $300 an hour, depending on factors such as the type of appraisal specialist knowledge required and the geographic location of the property.

Besides gem experts, ASA lists personal property appraisers for 24 different fields ranging from African sculpture to fine wines.

Ms. Zeman said that customers who use ASA should have a contract for the work which estimates the time and cost for completion of an assignment and the price should not be tied to the value of the item being appraised.

According to Fireman's Fund, the strategic marketing alliance will have an online service allowing its independent agents to quickly locate an ASA-accredited appraiser for homeowners to call for valuations of real estate, jewelry, art and antiques.

The alliance will also feature a new ASA Connoisseur membership category for museum curators and art gallery owners who manage collections of fine art. ASA said it is now extending Connoisseur membership to Fireman's-Fund-appointed insurance agents and Fireman's Fund customers who are individual collectors interested in fine art and antiques issues. Membership costs $200 a year.

New non-appraiser ASA members will receive personal property publications, notices of conferences and symposia, and invitations to chapter events where they can learn more about preservation, maintenance and valuation of art.

The online service for Fireman's-Fund-appointed agents will provide collector tip sheets, articles and information on "Why Do I Need an ASA Appraiser?" Agents can then direct their customers to an ASA Web page featuring an appraisal expert referral system that identifies and connects the customers with appraisal experts specializing in personal property, gems and jewelry, automotive, fine arts and antiques, among many other specialties.

Fireman's Fund agents can then visit a co-branded ASA Web page to find news and information on care of paintings and antiques, framing fine art and moving and shipping art and antiques.

ASA and Fireman's said in an announcement that over time, the FFIC/ASA alliance is expected to deliver links and valuable ASA information directly to homeowners.

"We want this alliance--which we expect to grow rapidly over the next 18 months--to add value for our customers who often need appraisals and valuable property services," said Scott Garfield, vice president of marketing for Fireman's Fund Personal Insurance.

Fireman's Fund Insurance Company provides personal, commercial, marine, excess and surplus lines and agribusiness insurance products nationwide. Fireman's Fund is a member of the Allianz Group, and is also the leading insurer in Hollywood.