London Jewellery Brand PureJewels Launches Atelier, Sponsors GCDC Awards for a Second Year
23 Oct 2023
PureJewels, a design-led London-based 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.
Jayant said,
“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. 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.”
Charlotte Garnett is leading the design team, creating pieces that reflect the brand’s journey across India, Africa and the UK.
Charlotte said,
“Our priority is to bring a sense of luxury while telling the story of our brand."
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.
Jayant shared,
“Our continuing patron sponsorship of the GCDC awards underpins our continued determination to encourage and preserve jewellery crafts and skills in this country. 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.”
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Source: PureJewels