Launch is unveiled as flagship collection of London Jewellery Week.
South Asian brand PureJewels’ award winning Platinum Heritage Collection was unveiled as the flagship collection for London Jewellery Week on June 11.
The bespoke six piece collection was launched with a private showing attended by jewellery luminaries including Shaun Leane and Johnny Rocket.
PureJewels, alongside Swarovski’s Runway Rocks, was one of only four pop up boutiques at the contemporary exhibition held at Victoria House, Southampton Row.
The exhibition showcased 90 other contemporary designers and the event welcomed approximately 5,000 people through its doors.
The Platinum Heritage Collection was commissioned and brought to life by six top British Jewellery Designers and reflected the rich history of the PureJewels brand. Each intricately crafted piece in platinum and diamonds reflected the cultural journey that the family run business had taken from India to England via Kenya.
PureJewels marketing manager Rajen Raniga attended the event.
He said: “Our family heritage is jewellery. My grandfather is the one that started the company and I am the third generation of it. It has always been something that my ancestors have done as well, so it is hopefully something that future generations will continue.”