Coinciding with Emerald Month is a new collaboration between Gemfields and PureJewels, a fine jewellery label based in India and Africa that values quality, craftsmanship, and heritage. The PureJewels x Gemfields Zariya collection features emeralds from Gemfields‘ Kagem mine in Zambia, inspired by the fresh blooms of May.
Indian Bhanji Gokaldas created PureJewels in Nairobi in 1950, following in the footsteps of his forebears, great goldsmiths and metallurgists, into the field of jewellery. Today, the company operates from an atelier in London, where it stays committed to its cultural legacy, preserving traditional skills and artisanal excellence: honoring the past while embracing the future, or, in other words, enjoying the trips.
“As we celebrate 75 years, PureJewels remains committed to protecting heritage crafts. Partnering with Gemfields on this milestone allows us to emphasize our commitment to a responsible supply chain while also demonstrating the true impact of responsible sourcing – a value that is firmly established in our brand,” adds Gokaldas.
PureJewels is about commemorating journeys. Its founders were excellent goldsmiths and metallurgists who passed down their expertise through generations. PureJewels perpetuates the lineage of heritage workmanship with each piece they manufacture, from India to Africa to England. They honour the past while embracing the future by incorporating age-old processes into contemporary designs. PureJewels products are more than just wearable; they tell a narrative.
“Each PureJewels product exemplifies both tradition and innovation. Whether it is a cherished relic passed down through generations or a new item that commemorates a particular milestone, we craft with intention: to honor history, elevate craftsmanship, and celebrate each wearer’s journey,” says Jayant Raniga, CEO of PureJewels.