PureJewels has unveiled the UK launch of its Lotus Collection featuring Digital Product Passports (DPPs), making it the first luxury jeweller to introduce Hallmarking 2.0 in collaboration with the Edinburgh Assay Office and powered by Everledger’s blockchain technology.
For the first time in the UK jewellery market, each piece in the Lotus Collection comes with a secure Digital Product Passport created during the hallmarking stage, providing customers with verified digital records linked directly to the product.
This digital document captures essential details including hallmarking, provenance, and the entire supply chain journey. Known as a “digital jewellery passport,” the innovation blends centuries of hallmarking tradition with modern technology, empowering consumers with enhanced transparency, authenticity, and sustainability credentials.
Chosen to represent this innovation, the Lotus Collection is crafted in 18-carat yellow gold, platinum, and PureJewels’ signature 22-carat Sunrise Gold. Symbolising the journey of love from bud to blossom to bloom, the collection embodies PureJewels’ philosophy of Celebrating Journeys and highlights its dedication to heritage craftsmanship for future generations.
Available now, the Lotus Collection can be purchased at the PureJewels showroom in London, via purejewels.com, and through authorised retail partners nationwide. The first UK stockist will be Ainsworth Jewellers, an independent retailer based in Blackburn.
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 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.”
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 has announced plans to expand the Lotus Collection’s availability through a national network of 10 authorised stockists.
“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.
