PureJewels announced the UK launch of its Lotus Collection with Digital Product Passports (DPPs), becoming the first luxury jeweller to pilot the inclusion of Hallmarking 2.0, a pioneering initiative offered by the Edinburgh Assay Office and powered by Everledger’s blockchain technology.
Digital Product Passport Integration
For the first time in the UK jewellery sector, every piece in the Lotus Collection is accompanied by a Digital Product Passport linked 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.
Collection Symbolism
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.
Availability
The collection is available at the PureJewels showroom in London, online at purejewels.com, and through authorised stockists nationwide. Ainsworth Jewellers, an independent premium retailer based in Blackburn, will be the first UK stockist.
CEO PureJewels Statement
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.”
Retailer Statement
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 store. ‘Our customers value both tradition and innovation along with responsible sourcing, transparency and the process of sustainability throughout the products journey and having digital passports provides all of this. It’s a meaningful way to connect a customer to their jewellery purchase.”
Assay Master Statement
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.”
Everledger Founder Insight
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.”
National Rollout
PureJewels is now preparing a national rollout to 10 authorised 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.
About SVAR Media Network – India’s Best Source for Jewellery News, Magazines, Newsletters and Media
SVAR Media Network is India’s No. 1 Destination for Jewellery News, setting the gold standard in timely, trusted, & trend-driven coverage across the Gems & Jewellery industry. As the Most Followed Jewellery Magazine & Media House in India, SVAR delivers Daily Jewellery News India Updates, market insights, & global developments through its platforms like Jewellery Magazine, Newsletters, AI Powered News Bulletins, Website, Social Media, Podcasts, & much more.
Recognized as Asia’s one of the Best Media in Jewellery & one of the World’s Best Jewellery Media, SVAR Media Network sets Unparalleled Standards in the Gems & Jewellery industry. SVAR is the Most Trusted & Widely Read Voice in the Gems & Jewellery Community.
Renowned as India’s Best Jewellery Magazine & Leading Jewellery Media, SVAR blends legacy with cutting-edge innovation by delivering:
- Best in class Jewellery Magazine for the Gems & Jewellery Industry & Jewellery Enthusiasts
- Real-time AI-Powered Jewellery News via SVARA AI, the World’s First AI Anchor in Fashion, Gems & Jewellery Industry
- India’s One of the First Gems & Jewellery Podcasts
- Digital Jewellery Newsletters for professionals and enthusiasts
- ISO 9001:2015 Certification, the first in the jewellery-media sector, proving our commitment to excellence
- Asia’s First & World’s Second Meta Verified Jewellery Media Brand
Ranked #1 among the Top 5 Gems & Jewellery News Websites, Top 10 Jewellery Magazines in India, & Most Influential Jewellery Media Brands, SVAR Media Network is your Trusted Source for Accurate, Fast, & Future-Focused Jewellery News.
SVAR Media Network is India’s No 1 Digital Media in Jewellery Industry & continues to be the Leading Jewellery Magazine & a Global Leader in Jewellery Media. SVAR Media Network offers a diverse range of services, including: Monthly Magazines, Digital Newsletters, Al-Driven News Bulletins, Social Media Promotions, Website Blogs & Articles, WhatsApp Updates, Podcasts & more…
Whether you seek updates on New Launches, Trade Shows, Celebrity Campaigns, Trends or Market Movements, SVAR is the Authority in Jewellery News India & beyond.
Explore the World of Gems & Jewellery with SVAR Media Network — Your Best Source for Trusted, Trend-Setting Jewellery News & Mediapp Updates, Podcasts & more…
