Ana De Costa to design couture platinum jewel for PureJewels


LONDON, June 2, 2011 – Ana De Costa, whose jewels have been worn by some of Hollywood’s most high-profile stars, has accepted an invitation to design and craft an exquisite couture platinum jewel for fast-emerging London luxury brand PureJewels.

Ana is the final jewellery designer selected by PureJewels to create a special piece for the Platinum Heritage Collection 2011, following Sarah Ho, Cara Tonkin, Anthony Roussel and Milena Kovanovic.

Ana De Costa
Ana’s bold use of colour, unusual design references and constant challenging of the traditional fine jewellery boundaries, have established her as a prominent force in the London jewellery world.

Ana, whose jewels have been worn by Hollywood stars Angelina Jolie and Lindsay Lohan, graduated from Central St Martins in 2005 and won “Young Designer of the Year” at the UK Jewellery Awards three years later.

Since graduating, Ana’s designs have been influenced by her travels, in particular to the Far East and Latin America, and have been shaped by the decadence of the Art Nouveau period.Ana isn’t afraid to add her own trademark style to extremely expensive pieces.
Jayant Raniga, Brand Manager with PureJewels, said he was delighted than Ana has joined the diverse roster of designers developing the Platinum Heritage Collection.

“Ana de Costa has made a remarkable impact on the jewellery industry. Her pieces reflect her free-thinking bohemian spirit and passion for jewellery,” Raniga said.
“She demonstrates a refreshing way of creating fine jewellery, from the spiritual narrative themes used, through to their execution in pieces of jewellery.”Ana De Costa is no stranger to Hollywood A-listers, having built up a strong following in the U.S. as well as the U.K.
In July 2010, she landed her big break in the United States with news that Hollywood superstar Angelina Jolie bought one of her handmade bracelets.
The bracelet was part of her first fine jewellery collection, the ‘Mystical Tarot.’
In October 2010, Lindsay Lohan wore a pendant designed by Ana De Costa.
Ana said she was delighted to be part of the Platinum Heritage project.

As a fine jeweller, focused on developing one-to-one relationships with retailers and clients, Ana sees this initiative as a fabulous opportunity to design stunning pieces of jewellery with the very finest materials.

“I am so pleased to be part of this,” says Ana. “My design will be based on an idea that I have been working on for some time now. I feel that many of my values are reflected in a project like this and believe that the Platinum Heritage Collection will support fine jewellery, great design and craftsmanship development in the UK.”
PureJewels, based in the Green Street jewellery quarter in east London, is planning the second edition of the Platinum Heritage Collection this year, inspired by the story of the brand which traces its roots to India and Africa.
PureJewels will launch the pieces at a special event to be held during London Jewellery Week, which will take place from 6-12 June 2011, to showcase the leading talents of the British jewellery industry.

The Platinum Heritage Collection was brought to life by jewellery designers in 2010 and reflected the heritage of the PureJewels brand.
Each beautifully crafted piece in platinum and diamonds reflected the cultural journey that the family-run business which became PureJewels had taken from India to England via Kenya.