PureJewels pilots Hallmarking 2.0 with digital product passports in the United Kingdom

Every piece in the jeweller’s latest Lotus Collection has been linked to a blockchain-enabled secure digital record at the hallmarking stage, making the supply chain visible and verifiable for every customer

London: Luxury jeweller PureJewels has introduced Hallmarking 2.0, a pioneering initiative offered by the Edinburgh Assay Office and powered by Everledger’s blockchain technology, with the launch of its Lotus Collection with Digital Product Passports (DPPs), piloting the programme in the UK.

The jeweller said that for the first time in the UK jewellery sector, every piece in the Lotus Collection is accompanied by a DPPlinked to the product at the hallmarking stage. This secure digital record provides verified details on hallmarking, provenance and supply journey. Sometimes described as a ‘digital jewellery passport’ it extends the centuries-old trust of hallmarking into the digital era, giving customers greater confidence in authenticity, responsibility and traceability.

The Lotus Collection was chosen to launch the initiative because of its powerful symbolism. Available in 18 carat yellow gold, platinum, and PureJewels’ signature 22 carat Sunrise Gold, the collection reflects the journey of love from bud, to blossom, to full bloom. This narrative made it the perfect story to introduce Hallmarking 2.0, reinforcing PureJewels’ commitment to celebrating journeys and preserving heritage craftsmanship for future generations.

The collection is available at the PureJewels showroom in London, online at purejewels.com, and through authorized stockists nationwide. Ainsworth Jewellers, an independent premium retailer based in Blackburn, will be the first UK stockist.

Jayant Raniga, CEO of PureJewels, said, “Hallmarking has always been the ultimate guarantee of trust in fine jewellery. By launching the Lotus Collection with Hallmarking 2.0 Digital Product Passports, we are proving how heritage and technology can come together for today’s luxury consumer. This is not just a pilot. It is the beginning of a new era of responsible jewellery retail.”

Phil Ainsworth, Managing Director, Ainsworth Jewellers, said, “As a 155-year-old family business, we are proud to be the first retailer to partner with PureJewels to showcase their Lotus Collection; and we look forward to stocking their signature 22 carat Sunrise Gold in our store. Our customers value both tradition and innovation along with responsible sourcing, transparency and the process of sustainability throughout the product’s journey and having digital passports provides all of this. It’s a meaningful way to connect a customer to their jewellery purchase.”

Scott Walter, Assay Master and Chief Executive, Edinburgh Assay Office, said, “Hallmarking has safeguarded consumer confidence in jewellery for over 700 years. With Hallmarking 2.0, Edinburgh Assay Office is proud to carry this trust into the digital age. Working with PureJewels as the first luxury brand to adopt Digital Product Passports, incorporating Hallmarking 2.0, demonstrates how heritage and innovation can come together to set new standards for responsibility and transparency in our industry.”

Leanne Kemp, Founder of Everledger, added, “Digital Product Passports are transforming industries worldwide by making supply chains more transparent and accountable. Jewellery has a unique story to tell, and through Hallmarking 2.0, we are making that story visible and verifiable for every customer. We are delighted to support Edinburgh Assay Office and PureJewels in pioneering this milestone for ethical and traceable luxury.”

PureJewels is now preparing a national rollout to 10 authorized stockists across the UK. “We invite leading retailers who share our commitment to transparency, responsibility, and heritage craftsmanship to partner with us in bringing the Lotus Collection, with Hallmarking 2.0 Digital Product Passports, to customers nationwide,” Jayant Raniga said.

PureJewels is a London-based luxury jeweller with a 75-year heritage, known for its 22 carat Sunrise Gold alloy and story-telling collections including Lotus, Rosettes and Zariya. It was founded by Bhanji Gokaldas in 1950, in Nairobi, Kenya, and brought to London by his sons Ramnik, Dinesh and Harish in 1975. Today, PureJewels is led by third generation jeweller Jayant Raniga, and continues to preserve ancient craftsmanship while embracing innovation.

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