Preserving heritage crafts for today’s world, PureJewels creates fine jewellery that honours resilience, reflects persistence, and carries the spirit of those who forge their own path. Jewellery often adorns these special occasions, so it is our privilege if you choose to share a little of your journey with us when looking for the finest jewellery. Let us begin by sharing our story with you, as we
briefly become travellers together. PureJewels remains a private family company, originating from Gujarat in India, where legend has it that our ancestors were jewellers since time began. Some 80 years ago a talented young designer, Bhanji Gokaldas, packed up his tools, took a ship out of Porbander in Gujarat and eventually set up a workshop in Kenya, creating exquisite and bespoke jewellery which became the talk of Nairobi. Eventually, as the political situation changed, Bhanji Gokaldas collected his family together and this time set off for London. Here they established the first Asian heritage jeweller in East Ham in 1975, with its own workshop. PureJewels was born out of Bhanji Gokaldas’ desire to create beautiful jewellery, but more importantly, his passion for using design and craftsmanship to represent a story. More recently, PureJewels moved to our current showroom at the centre of Green Street in East London. Today you will still find Bhanji Gokaldas’ spirit, guidance and values making sure that generations of customers become a part of our journey. We still design and create our own jewellery and we believe in building long term relationships not just making one-off sales. I hope we become fellow travellers with you over your journey through life’s special moments.
