Coinciding with Emerald Month is a new partnership between Gemfields and PureJewels, a fine jewellery label dedicated to quality, craftsmanship and heritage, with roots in India and Africa. The PureJewels x Gemfields Zariya collection puts emeralds from Gemfields’ Kagem mine in Zambia front and centre in designs inspired by the fresh buds of May.
PureJewels was founded in 1950 in Nairobi by Indian Bhanji Gokaldas, who followed his forefathers – master goldsmiths and metallurgists – into the world of jewellery. Today, the business is run from an atelier in London, where it remains faithful to its cultural heritage and to preserving traditional techniques and artisanal excellence: honouring the past while embracing the future – in other words, celebrating the journeys.
“As we mark 75 years, PureJewels remains dedicated to preserving heritage crafts. Partnering with Gemfields for this milestone allows us to reinforce our commitment to a responsible supply chain and to showcase the real impact of responsible sourcing – a value deeply embedded in our brand,” says Gokaldas.
PureJewels is about celebrating journeys. Its founders were master goldsmiths and metallurgists, passing down their skills through generations. From India to Africa to England, PureJewels continues the legacy, preserving heritage craftsmanship with every piece they create. Honouring the past while embracing the future, they preserve age-old techniques by applying them to contemporary designs. PureJewels pieces are not just worn; they carry a story.
“Each PureJewels creation is a testament to tradition and innovation. Whether it is a cherished heirloom passed through generations or a new piece that marks a personal milestone, we craft with purpose – to honour history, elevate artistry, and celebrate the journey of every wearer,” says Jayant Raniga, CEO of PureJewels.
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