London jewellery brand PureJewels has entered into its first “authorised” retail partnership, teaming up with Ainsworth Jewellers of Blackburn, Lancashire.

PureJewels is a specialist in high-purity gold and platinum jewellery, catering mainly to the British-Asian market.

Ainsworth Jewellers will now be stockists of PureJewels’ collections, with the latter’s CEO, Jayant Raniga, commenting: “This collaboration really celebrates the diversity of cultures in our communities.”


Raniga then explained: “We will also be sending our customers through Ainsworth’s doors, for their outstanding customer experience.

“The other retail partners we will appoint are carefully selected for their exemplary customer service and relationship building personality.”

As well as having a showroom in Green Street, East London, PureJewels is a fast-growing brand online for customers who enjoy mixing traditional and avant-garde design and craftsmanship techniques.

Meanwhile, Ainsworth Jewellers has remained a local family jeweller to Blackburn and the surrounding area since it was founded 150 years ago, in 1870.

Phil Ainsworth of Ainsworth Jewellers added: “We are delighted to be PureJewels’ first retail partner. Once we had met Jayant, seen the range, and heard about how they are looking to develop their 22ct gold collections in a modern way, both Helen [Dimmick, industry consultant and fiancée and business partner to Ainsworth] and I were keen to incorporate this opportunity into Ainsworth Jewellers’ vision going forward.

“We are a British brand with deep eastern roots, inspired by the history of our founder Bhanji Gokaldas and his journey from India to Africa to England. Our product development and design narrative are about warmth and luxury.”

PureJewels also revealed that it plans to announce similar partnerships with other independent jewellery retailers around the country in the coming months.