Last Updated on: 4th September 2025, 06:44 pm
PureJewels has announced the UK launch of its Lotus Collection featuring Digital Product Passports (DPPs), becoming the first luxury jeweller in the country to integrate Hallmarking 2.0 — an innovative initiative developed by the Edinburgh Assay Office and powered by Everledger’s blockchain technology.
For the first time in the UK jewellery industry, every piece within the Lotus Collection comes with a Digital Product Passport, digitally linked at the hallmarking stage to provide customers with a secure, verifiable record of each item.
This digital passport includes confirmed details of hallmarking, provenance, and the supply chain journey. Often referred to as a “digital jewellery passport,” it builds on the centuries-old trust of hallmarking while modernising it for today’s consumers, enabling greater confidence in authenticity, traceability, and responsible sourcing.
The Lotus Collection was selected to launch the initiative due to its strong symbolic meaning. Crafted in 18-carat yellow gold, platinum, and PureJewels’ signature 22-carat Sunrise Gold, the collection represents the journey of love from bud to blossom to full bloom. Its narrative aligns perfectly with the introduction of Hallmarking 2.0, reinforcing PureJewels’ commitment to Celebrating Journeys and preserving heritage craftsmanship.
The collection is now available at the PureJewels London showroom, online at purejewels.com, and through authorised stockists nationwide. Ainsworth Jewellers, an independent luxury retailer based in Blackburn, will be the first UK stockist to showcase the Lotus Collection.
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 of the 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 confirmed plans for a national rollout of the Lotus Collection 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.
