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 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.

The PureJewels Identity: The summer of 2008 saw the final rebranding of Bhanji Gokaldas & Sons to PureJewels together with the insignia shown. The design, part of a collaboration project with six up and coming local jewellery designers, shows the company's heritage and journey. The central circle of the lotus flower represents the company's roots in India with the journey through Kenya depicted by the chain of African elephants in the outer flower. Fusing two of the company's influences together with the English Tudor Rose reinforces the Brand's identity as a diverse, forward thinking company with strong traditional values of integrity and transparency.