Devji Aurum unveils Celtic-inspired Gwenllian Collection at Jewellery Arabia 2024 

The Bahraini jewellery brand has merged Welsh mythology and Arabian craftsmanship in a limited-edition collection that transforms precious metals and gemstones into powerful narrative experiences of cultural heritage  

Bahrain: Devji Aurum, a venerable name in jewellery design, has launched the Gwenllian Collection—a collaborative masterpiece that celebrates cultural fusion and mythological storytelling. Unveiled at Jewellery Arabia 2024, the region’s premier jewellery and watch exhibition, the collection emerged from a distinctive partnership between the Bahraini brand, acclaimed Welsh fashion designer Jayne Pierson, and go-to-market advisory firm nuForj. 

The event, hosted by the British Ambassador to Bahrain, Alastair Long, marked a significant milestone for Devji Aurum, representing its first international design collaboration in its 70-year legacy. 

This limited-edition lineup showcases an exquisite range of collars, cuffs, earrings, and rings crafted from Welsh gold, diamonds, lapis lazuli, and malachite. Each piece is a contemporary interpretation of Celtic mythology, featuring intricate triskelion motifs and Celtic knot designs that reflect Pierson’s distinctive avant-garde aesthetic. 

Inspired by Gwenllian ferch Gruffydd, a 12th-century Welsh warrior princess renowned as the only known medieval woman to lead a Welsh army, the collection embodies themes of courage, historical depth, and mythological resonance. 

Pierson described the collaboration as a deeply emotional creative journey, highlighting the unique intersection of Welsh, Arabian, and Indian cultural influences. She noted that the pieces are designed to evoke profound emotional responses, with individuals becoming visibly moved when trying on the collection. 

Mahesh Devji, CEO of Devji Aurum, emphasised the philosophical approach behind the collection. He explained that the brand views jewellery not merely as decorative items, but as narrative vessels that encapsulate cultural memories and spiritual essence. The collaboration, he believes, beautifully articulates timeless Welsh cultural narratives through contemporary design. 

Every item in the Gwenllian Collection is individually signed and serialised, conceptualised as a modern-day amulet intended to protect and empower the wearer. The pieces represent more than mere accessories—they are wearable art that bridges historical narratives with contemporary design sensibilities. 

The Gwenllian Collection stands as a testament to innovative design, cultural dialogue, and the transformative power of jewellery as a medium of artistic expression.  

Retail Jeweller ME News