PureJewels launches retail partnership with Ainsworth Jewellers of Blackburn, Lancashire


London jeweller PureJewels, which supplies high purity gold and platinum jewellery mainly to the British Asian market, has launched its first ‘authorised’ retail partnership in collaboration with Ainsworth Jewellers of Blackburn, Lancashire, northern England.


Under this relationship, Ainsworth Jewellers will be stockists of PureJewels’ collections.

“This collaboration really celebrates the diversity of cultures in our communities,” said PureJewels’ CEO Jayant Raniga.

“We will also be sending our customers through Ainsworth’s doors, for their outstanding customer experience. The other retail partners we will appoint are carefully selected for their exemplary customer service and relationship building personality.”

Phil Ainsworth of Ainsworth Jewellers and Helen Dimmick said: “We are delighted to be PureJewels’ first retail partner. Once we had met Jayant, seen the range, and heard about how they are looking to develop their 22ct gold collections in a modern way, both Helen and I were keen to incorporate this opportunity into Ainsworth Jewellers’ vision going forward”.


As well as having a showroom in Green Street, east London, PureJewels is a fast-growing brand online for customers who enjoy mixing traditional and avant-garde design and craftsmanship techniques.

“We are a British brand with deep Eastern roots, inspired by the history of our founder Bhanji Gokaldas and his journey from India to Africa to England. Our product development and design narrative are about warmth and luxury.”

Ainsworth Jewellers, who celebrate 150 years in Blackburn this year, are growing their brand with their own heritage and establishment in the cathedral quarter of the city, auguring well for this alliance.

PureJewels plan to announce similar partnerships with other independent jewellery retailers around the country in the coming months.