PureJewels

PureJewels is a family-owned, third-generation retail jeweller in the east London jewellery quarter on Green Street which primarily serves the British Asian community.
History
The company was formed by Bhanji Gokaldas who came from a family of jewellers from Gujarat in western India going back several generations and had started creating bespoke jewellery in Kenya in 1950 before immigrating to England.
Bhanji Gokaldas left Kenya for London with his wife and five children in 1974.
His three sons were also jewellers and together established one of the first British Asian jewellery stores and workshops in east London.
Bhanji Gokaldas and Sons transformed into the newly branded PureJewels in June 2008, a retailer located on Green Street in Forest Gate, east London, which gathers around two dozen jewellers serving mainly the British Asian market.
Activities
PureJewels provides fine jewellery, mainly 22-carat gold, platinum and diamond jewels for gifts and weddings.
The core focus of the brand as a luxury jeweller is to use skilled craftsmanship to create designs inspired by stories and heritage that preserve memories.
In 2010 and 2011 PureJewels presented its Platinum Heritage Collection inspired by Gokaldas’s story.
The collection was designed by 11 UK-based designers. PureJewels showcases their pieces in its showroom.
PureJewels is also active in online mail-order retailing and targets mainly the 24-35-year-old engagement and wedding ring market.
PureJewels was the official headline sponsor at the annual Asian Wedding Exhibition in London for a number of years.
Just a few doors away from PureJewels stands Bees, another retail jeweller owned by the family, which sells South Asian costume jewellery.
Visitors shop on Green Street as a destination hub for new or custom jewels, and the area has been a leading shopping destination for Asian brides.
PureJewels featured in an FT Special Report in April 2016 about the expansion of British Asian jewellery businesses in the UK, and appeared in an Indian government documentary which mentioned the jeweller’s contribution to British society as part of the Indian immigrant diaspora.
In 2014 PureJewels launched monthly gold savings plans for retail investors, Fine Gold Club by PureJewels.
PureJewels is located at 290 - 292 Green Street, Forest Gate, London, E7 8LF.

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