CHEQUERS, UK — British Asian jeweller PureJewels was invited by India’s Gem & Jewellery Export Promotion Council (GJEPC) to present a curated selection of handcrafted jewellery at the official celebration of the signing of the UK–India Free Trade Agreement (FTA).
Held at Chequers, the country residence of the UK Prime Minister, on July 24, 2025, the event brought together Prime Minister Narendra Modi and Prime Minister Sir Keir Starmer to mark a historic moment in strengthening trade and cultural ties between India and the UK.
NAJ member PureJewels participated in the GJEPC showcase, presenting its work alongside the six winning designs from India’s prestigious 2025 Artisan Awards.
“The inclusion marked a proud moment for the British Asian jewellery community and reflected the growing recognition of craftsmanship rooted in shared heritage and cultural identity,” PureJewels CEO Jayant Raniga said.
“It was an honour to represent the GJEPC at such a meaningful occasion,” he added.
“We are deeply grateful to have been invited to showcase our work, standing alongside the finest in Indian design and demonstrating how heritage and innovation can come together on the world stage.”
The PureJewels presentation included pieces from six key collections, each reflecting the brand’s commitment to preserving heritage craftsmanship and telling meaningful cultural stories.
Rosettes celebrated life’s achievements through intricate floral motifs inspired by global traditions.
Armari embodied a bold expression of fearlessness through powerful design and striking forms.
Aiyna featured delicate mirror filigree, symbolising light, self-reflection, and the beauty of detail.
Dhwani, a Goldsmiths’ Craft & Design Council (GCDC) award-winning design, offered a sensory meditation on sound and stillness, crafted with gold sound balls that emit gentle vibrations to evoke balance and inner harmony.
Maharani paid tribute to feminine transformation and regal strength, while Vridhi, also a GCDC award-winning piece, served as a symbolic expression of growth, journey, and human endeavour, an ode to ambition and resilience.
Sabyasachi Ray, Executive Director of GJEPC, said:
“We are delighted that Jayant Raniga represented GJEPC at the signing event. We greatly value his long and distinguished experience in the jewellery industry and his close relationship, based in the UK, with the Indian gem and jewellery trade.”
Now celebrating its 75th anniversary, PureJewels continues to honour its roots in India and Africa through designs that elevate traditional jewellery-making practices.
Based in East London, the brand specialises in fine jewellery crafted in 22- and 18-carat gold and 950 platinum, with a strong focus on responsible sourcing, artisanal excellence, and meaningful storytelling.
Frequently asked questions
What role did PureJewels play at the UK-India Free Trade Agreement celebration at Chequers?
PureJewels, a prominent British Asian jeweller, was invited by India’s Gem & Jewellery Export Promotion Council (GJEPC) to present a curated selection of handcrafted jewellery at the official celebration of the UK–India Free Trade Agreement (FTA). The high-profile event took place on July 24, 2025, at Chequers, the official country residence of the UK Prime Minister. It was attended by UK Prime Minister Sir Keir Starmer and Indian Prime Minister Narendra Modi to celebrate the historic signing and the strengthening of bilateral trade and cultural ties.
As a member of the National Association of Jewellers (NAJ), PureJewels showcased its designs alongside the six winning entries from India’s prestigious 2025 Artisan Awards. The company’s inclusion highlighted the achievements of the British Asian jewellery community, celebrating how shared cultural heritage, craftsmanship, and innovation can be showcased on a global stage during such a monumentally significant political and economic occasion.
Which specific collections did PureJewels showcase at this historic event?
PureJewels featured pieces from six of its key collections during the showcase, each designed to preserve heritage craftsmanship and tell deep cultural stories. The Rosettes collection celebrated life’s achievements using intricate floral motifs inspired by global traditions, while the Armari collection offered bold designs to symbolise fearlessness. The Aiyna collection incorporated delicate mirror filigree representing light, self-reflection, and detail. The Maharani collection paid tribute to feminine transformation and regal strength.
Additionally, the showcase featured the award-winning Dhwani and Vridhi collections. Dhwani, which won a Goldsmiths’ Craft & Design Council (GCDC) award, acts as a sensory meditation on sound using gold sound balls that emit gentle vibrations. The Vridhi collection, another GCDC award winner, symbolises human growth, ambition, and resilience. Together, these collections displayed the brand’s dedication to blending deep legacy with modern design innovation at the Chequers event.
What is the significance of the award-winning Dhwani and Vridhi collections?
Both the Dhwani and Vridhi collections represent the pinnacle of PureJewels’ design excellence, having both won prestigious awards from the Goldsmiths’ Craft & Design Council (GCDC). The Dhwani collection is designed as a sensory meditation on sound and stillness. It features specially crafted gold sound balls that emit gentle vibrations to evoke inner harmony, balance, and peace. This unique design blends the physical beauty of fine jewellery with a tactile, auditory experience.
In contrast, the Vridhi collection serves as a symbolic expression of human growth, journeys, and personal endeavour. It is crafted as an artistic ode to ambition, resilience, and the continuous progress of human effort. Both collections illustrate how the brand uses intricate, high-quality materials to tell meaningful, philosophical stories. They highlight how traditional crafting techniques can be elevated to create contemporary, thought-provoking art pieces that resonate on a personal level.
How does PureJewels connect its heritage to its modern jewellery designs?
PureJewels maintains a deep connection to its historic roots in India and Africa while operating from its modern base in East London. Currently celebrating its 75th anniversary, the brand honours its heritage by elevating traditional jewellery-making practices through contemporary design. Every piece is crafted with a focus on artisanal excellence, responsible sourcing, and meaningful storytelling. This approach allows the brand to preserve historic techniques while appealing to modern tastes and international audiences.
The brand specialises in creating fine jewellery using premium materials, specifically 22-carat gold, 18-carat gold, and 950 platinum. By combining traditional eastern gold-working heritage with contemporary western design sensibilities, PureJewels creates unique, cross-cultural pieces. Their collections, such as the mirror-filigree Aiyna and the floral-themed Rosettes, showcase how ancient artisanal skills can be successfully reimagined to create luxury items that carry deep cultural significance for today’s global consumers.
Who represented the Gem & Jewellery Export Promotion Council at the event and why?
Jayant Raniga, the CEO of PureJewels, represented India’s Gem & Jewellery Export Promotion Council (GJEPC) at the high-profile bilateral signing event at Chequers. Raniga was chosen for this prestigious role due to his long and highly distinguished experience within the jewellery industry. Furthermore, he maintains a close, long-standing relationship with the Indian gem and jewellery trade from his business base in the United Kingdom, making him an ideal bridge between the two nations’ industries.
Sabyasachi Ray, the Executive Director of the GJEPC, expressed great delight in Raniga’s participation at the historic event. Having a UK-based British Asian industry leader represent the council highlighted the strong trade, cultural, and historic connections between the UK and India. Raniga described the opportunity as a major honour, celebrating the moment as a proud milestone for the British Asian jewellery community on the global stage.
