June 2011  Fast-growing luxury jewellery brand PureJewels launched its couture 2011 Platinum Heritage Collection to rave reviews, at an exclusive VIP reception with a Bollywood flavour at the Hilton on Park Lane during London Jewellery Week. PureJewels, based in the Green Street jewellery quarter of east London, has had a big impact in the UK jewellery industry since last year by supporting talented British artist-jewellers who have created exceptional pieces for the Platinum Heritage Collection reflecting the story of the brand, which traces its roots to India and East Africa. PureJewels had a high profile during London Jewellery Week, presenting its 2011 Platinum Heritage pieces at a glamorous catwalk event at the prestigious Royal Exchange on June 8. Models wearing Indo-western gowns, designed and created by fashion designer Mani Kohli, showed off the couture jewellery pieces at the PureJewels VIP cocktail at the Hilton on Park Lane on June 10. A wonderful live Qawaali set performed by Des-C brought the Bollywood flavour to the event. Some of Britain’s most cutting-edge jewellery designers were on hand to chat with the VIP guests about their stunning jewels which have boosted their presence in the industry. “Sarah Ho’s piece featured origami-style metalwork, which she’s drawn on to create ‘Lianhua’, lotus flower earrings with diamonds and pink sapphires,” explained Jayant Raniga, PureJewels’ Brand Manager in an address to the guests as a model came forward to show off Sarah’s creations. London Jewellery Week, a series of events from June 6-12 to showcase the best of British design talent, was abuzz with talk of Anthony Roussel’s innovative use of wood in his Platinum Heritage bangle piece. “The contrast between diamonds, wood and platinum is incredibly beautiful,” Raniga said. Also modelled to the appreciative audience were couture pieces by Ana de Costa, whose jewels have been worn by Hollywood stars and breathtaking designs by Milena Kovanovic and Cara Tonkin. This is the second year that PureJewels has developed a Platinum Heritage Collection, underscoring its continuing support for young British design talent and its ability to spot winners from among intense competition in the design community. The glitzy champagne reception at the Hilton on Park Lane was attended by leaders from the world of jewellery and business, well-known socialites, guests of London Jewellery Week sponsors Jaguar and Bahamas Tourist Office, British Asian media as well as the designers and models. One of the VIP guests, Marijan Dundek, author of ‘Diamonds’, a popular reference book, said he had been impressed by the fusion of Indian and Western cultural influences in the Platinum Heritage Collection designs. “Launching its new Platinum Heritage Collection, PureJewels confirmed its important status as an ever more popular jewellery brand,” Dundek said. Mani Kohli of Khubsoorat, who dressed the models and wardrobe with an Indian theme, said, “PureJewels is a name synonymous with style, quality, strength and vibrancy!” Daljit Jagait, VIP Relationship Manager for Jaguar, said, “Jaguar is delighted to be associated with London Jewellery Week and in particular the PureJewels’ Platinum Heritage Collection initiative of supporting emerging British design talent.” Tommy Thompson, Director of the Bahamas Tourist Office, said, “The Islands of the Bahamas and PureJewels have a mutual love and respect for precious gems and heritage. For PureJewels it is showing their craftsmanship and creative talent for working with fine natural materials, and for us Bahamians it is the introduction of our precious islands, the jewels of the ocean, to the discerning audience we have in common.” The five Platinum Heritage Collection designers will go on to develop collections for PureJewels. Read Latest News about PureJewels PureJewels Launches exclusive Platinum Heritage Collection 2010 PureJewels Launches Platinum Pieces to Rave Reviews in 2011 PureJewels' Platinum Heritage Designers 2011 Sarah Ho Cara Tonkin Anthony Roussel Milena Kovanovic Ana De Costa Contact: Jayant Raniga for more information - Email: jayant@purejewels.com or Tel: 020 8470 1221