The London based jewellers, which supplies “high purity gold and platinum jewellery” mainly to the British Asian market, said Ainsworth’s will now be stocking the Pure Jewels’ collections at its Blackburn shop.
Pure Jewels was established in 1950 Nairobi, Kenya by Bhanji Gokaldas. The store is managed by the third generation of the family today.
Jayant Raniga, CEO of Pure Jewels said: “This collaboration really celebrates the diversity of cultures in our communities. 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.”
Established in 1870, Ainsworth Jewellers has operated in Blackburn for 150 years. The company is now run by Philip Ainsworth, who has been the director since 1995.
Ainsworth told the Lancashire Times: “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 22 carat gold collections in a modern way, we 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.”