30 April 2025
Gemfields partners with PureJewels on emerald-themed collection for May
Coinciding with Emerald Month is a new partnership between Gemfields and PureJewels, a fine jewellery label dedicated to quality, craftsmanship and heritage, with roots in India and Africa.
The PureJewels x Gemfields Zariya collection puts emeralds from Gemfields’ Kagem mine in Zambia front and centre in designs inspired by the fresh buds of May.
PureJewels was founded in 1950 in Nairobi by Indian Bhanji Gokaldas, who followed his forefathers – master goldsmiths and metallurgists – into the world of jewellery. Today, the business is run from an atelier in London, where it remains faithful to its cultural heritage and to preserving traditional techniques and artisanal excellence: honouring the past while embracing the future – in other words, celebrating the journeys.
“As we mark 75 years, PureJewels remains dedicated to preserving heritage crafts. Partnering with Gemfields for this milestone allows us to reinforce our commitment to a responsible supply chain and to showcase the real impact of responsible sourcing – a value deeply embedded in our brand,” says Gokaldas.
Taking its name from the Hindi word “Zariya”, meaning a medium, source, or pathway, the collection was inspired by the concept of introspection, and designed to encourage reflection, alignment and balance.
Highlights include a Shooting Star Emerald Cuff and Dropper Earrings with a twisted design exuding timeless charm. There is also an elegant Solo Emerald Pendant and Horizon Emerald necklace with an intricate twist-wire design, and two show-stopping rings.
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