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 Pure Jewels 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, 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’ store. Opening in May 2008, the spacious new showroom is a celebration of the history and pleasure of jewellery. On an upper floor, an exhibit reveals the company’s roots and explores the excavation to manufacture to the marketing of gold jewellery.

Online, PureJewels continues to offer an unrivalled collection of contemporary and Indian-inspired jewels, from bespoke solitaires to bangles laden with diamonds. Take a trip east with us.