PureJewels is devoted to the extraordinary pleasure of jewels: yesterday, today and tomorrow. This contemporary brand has its roots firmly in another time – and another world.

The story of PureJewels began in Nairobi, Kenya in 1950, with an indian jewellery designer, Bhanji Gokaldas, who like his father and forefathers before him, made his name creating exquisite, bespoke fine artisan jewellery pieces for his clients. Twenty-five years later in 1975, he was tempted by the bright lights of London and together with his three sons, brought their own distinctive sparkle to a new country.

Today, PureJewels is a fast growing, premier fine jeweller specialising in design led diamonds, precious gems, pearls, platinum and gold fine jewellery. The product design ethos reflects its rich cultural heritage and brand journey, which traces its historic roots to India and east Africa. The design team at PureJewels take their inspiration from the east and interpret in a contemporary and modern way, giving way to beautifully considered and exotic collections.

PureJewels won E-Business of the year 2019 and Best innovation in Business 2019 at the Newham Awards 2019 with the London Newham Chamber of Commerce. PureJewels has also been voted amongst the top 100 ‘most inspiring independent retailers’ in the UK by Retail Jeweller magazine successively for many years and its award winning design team and associated designers have won the prestigious ‘Design Innovation Awards’ in 2010, 2011 and 2012 successively.