BRAND BUILDING – London jewellery brand PureJewels launches atelier, sponsors GCDC awards for a second year

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By David Brough

LONDON  – PureJewels, a London-based design-led jewellery brand, retailer and manufacturer, has launched an atelier on its premises to develop its brand and to help preserve heritage crafts, and announces its Patron Sponsorship of the Goldsmiths’ Craft and Design Council (GCDC) awards for a second straight year.

The atelier features a centrepiece desk and tools dating back to the 1950s, which had belonged to CEO Jayant Raniga’s grandfather, underscoring PureJewels’ support of traditional artisanal skills.

BRAND BUILDING – London jewellery brand PureJewels launches atelier, sponsors GCDC awards for a second year

“We want to have the freedom to develop and test our ideas in the art of fine jewellery making while preserving our heritage of craftsmanship,” Jayant said.

“We will be honing avant-garde designs in fine jewellery and reimagining ways of presenting traditional jewellery in a contemporary way.”

PureJewels is looking to recruit freelance skilled craftspeople, including mounters, goldsmiths and setters, to work in its second-floor atelier in its expansive retail space in east London, with far-reaching views over the city.

Marco Paonessa, one of the first craftspeople to join the atelier, said, “For me, this is a great opportunity to apply my experience in creative and innovative ways.”

Marco Paonessa at work in the PureJewels atelier.
Marco Paonessa at work in the PureJewels atelier.

Charlotte Garnett is leading the design team, creating pieces that reflect the brand’s journey across India, Africa and the UK.

“Our priority is to bring a sense of luxury while telling the story of our brand,” Charlotte said.

PureJewels will be a Patron Sponsor of the GCDC awards for a second straight year, highlighting their support for developing artisanal skills across the UK industry.

“Our continuing patron sponsorship of the GCDC awards underpins our continued determination to encourage and preserve jewellery crafts and skills in this country,” Jayant said.

“We are passionate about preserving the heritage of our craft and encouraging future innovators. The GCDC champions the very skills and ideas in our industry that we are dedicated to supporting.”

Entries are now open for the 2024 GCDC awards. Entries can be submitted via this link: https://www.craftanddesigncouncil.org.uk/competition-2024/

Categories cover technical skills and creative design in 2D format (design plans) and 3D (finished pieces in precious metals and alternative materials.)

BRAND BUILDING – London jewellery brand PureJewels launches atelier, sponsors GCDC awards for a second year