LONDON, 3 September 2025 – PureJewels today announced the UK launch of its Lotus Collection with Digital Product Passports (DPPs), becoming the first luxury jeweller to pilot the inclusion of Hallmarking 2.0, a pioneering initiative offered by the Edinburgh Assay Office and powered by Everledger’s blockchain technology.
For the first time in the UK jewellery sector, every piece in the Lotus Collection is accompanied by a Digital Product Passport linked to the product at the hallmarking stage.
This secure digital record provides verified details on hallmarking, provenance and supply journey. Sometimes described as a “digital jewellery passport,” it extends the centuries old trust of hallmarking into the digital era, giving customers greater confidence in authenticity, responsibility and traceability.
The Lotus Collection was chosen to launch the initiative because of its powerful symbolism. Available in 18 carat yellow gold, platinum and PureJewels’ signature 22 carat Sunrise Gold, the collection reflects the journey of love from bud, to blossom, to full bloom. This narrative made it the perfect story to introduce Hallmarking 2.0, reinforcing PureJewels’ commitment to Celebrating Journeys and preserving heritage craftsmanship for future generations.
The collection is available at the PureJewels showroom in London, online at purejewels.com and through authorised stockists nationwide.
By launching the Lotus Collection with Hallmarking 2.0 Digital Product Passports, we are proving how heritage and technology can come together for today’s luxury consumer. This is not just a pilot. It is the beginning of a new era of responsible jewellery retail.
Phil Ainsworth, Managing Director, Ainsworth Jewellers said:
As a 155-year-old family business, we are proud to be the first retailer to partner with PureJewels to showcase their Lotus Collection; and we look forward to stocking their signature 22 carat Sunrise Gold in store.
“Our customers value both tradition and innovation along with responsible sourcing, transparency and the process of sustainability throughout the products journey and having digital passports provides all of this. It’s a meaningful way to connect a customer to their jewellery purchase.”
Scott Walter, Assay Master and Chief Executive, Edinburgh Assay Office, said:
Hallmarking has safeguarded consumer confidence in jewellery for over 700 years. With Hallmarking 2.0, Edinburgh Assay Office is proud to carry this trust into the digital age.
“Working with PureJewels as the first luxury brand to adopt Digital Product Passports, incorporating Hallmarking 2.0, demonstrates how heritage and innovation can come together to set new standards for responsibility and transparency in our industry.”
Leanne Kemp, Founder of Everledger, added:
Digital Product Passports are transforming industries worldwide by making supply chains more transparent and accountable.
Jewellery has a unique story to tell and through Hallmarking 2.0, we are making that story visible and verifiable for every customer. We are delighted to support Edinburgh Assay Office and PureJewels in pioneering this milestone for ethical and traceable luxury.
PureJewels is now preparing a national rollout to 10 authorised stockists across the UK.
We invite leading retailers who share our commitment to transparency, responsibility and heritage craftsmanship to partner with us in bringing the Lotus Collection, with Hallmarking 2.0 Digital Product Passports, to customers nationwide
