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 in 1950, with a jewellery designer who made his name creating exquisite, bespoke pieces for the local elite. Twenty-five years later in 1975, he was tempted by the bright lights of London – and brought his own distinctive sparkle to a new country, eventually settling in Green Street.

Home to a multicultural community in East London, Green Street is the perfect place for PureJewels’ spacious new store, offering an unrivalled collection of contemporary and Indian-inspired jewels, from bespoke solitaires to bangles laden with diamonds - so take a trip east with us.