Emerald is the appropriate birthstone for May, a month when green shoots spring up and fields become verdant. This peak of spring coincides with a new collaboration between Gemfields and PureJewels, a fine jewellery brand committed to quality, craftsmanship, and heritage with connections to India and Africa. The PureJewels x Gemfields Zariya collection showcases emeralds from Gemfields’ Kagem mine in Zambia, featuring designs inspired by the fresh blooms of May. PureJewels was established in 1950 in Nairobi by Bhanji Gokaldas, who was originally from India and followed the path of his ancestors—master goldsmiths and metallurgists—into the jewellery industry. Currently, the brand operates from a workshop in London, where it upholds its cultural roots and aims to preserve traditional methods and artisanal quality: honoring the past while looking towards the future—essentially celebrating journeys.
As PureJewels celebrates 75 years, the brand remains committed to maintaining heritage crafts. Collaborating with Gemfields for this occasion reinforces our dedication to a responsible supply chain and illustrates the genuine impact of responsible sourcing—a principle that is deeply integrated into our brand,” comments Jayant Raniga, CEO and third-generation leader of PureJewels, regarding the partnership. Gemfields is a leading responsible miner and marketer of colored gemstones, consistently aiming to operate with transparency, legitimacy, and integrity, and adhering to the belief that gems should provide tangible benefits to their countries and communities of origin.
“The Kagem mine, which is primarily owned and operated by Gemfields in collaboration with the Zambian government, has been the origin of some of the globe’s most remarkable emeralds, with its profits positively influencing health, education, and livelihood initiatives in the nearby communities. Each piece from PureJewels tells a story, and those in the Zariya collection are no different. Named after the Hindi term “Zariya,” which translates to medium, source, or pathway, the collection draws inspiration from the idea of introspection and is designed to lead the wearer into a realm of reflection, alignment, and balance. The pieces are handcrafted in London utilizing traditional techniques such as wire-drawing, forging, and stressing gold, featuring the brand’s signature 22k Sunrise Gold, whose luxurious golden hue beautifully complements the rich green of Zambian emeralds.
“Emeralds, believed to represent hope, growth, and the natural world, are perfectly suited for a collection focused on introspection and balance. The soothing green tone of Zambian emeralds shines in PureJewels’ thoughtful settings, allowing light to flow through the gemstone facets, creating a lively display when adorned.
The PureJewels x Gemfields Zariya collection is versatile enough for stacking to achieve a contemporary look, or as a solitary, sophisticated accent with a vibrant touch of green,” states Emily Dungey, Gemfields’ Marketing and Communications Director. Key pieces from the Zariya collection include a Shooting Star Emerald Cuff and Dropper Earrings with a twisted design that radiate timeless elegance, along with an exquisite Solo Emerald Pendant and Horizon Emerald Necklace featuring an intricate twist-wire design, as well as two striking rings.
“Every creation by PureJewels embodies both tradition and innovation. Whether it’s a beloved heirloom passed down through generations or a new piece that commemorates a personal milestone, we design with intention—to honor history, elevate artistry, and celebrate the journey of each wearer,” remarks Raniga.