PureJewels by Bhanji Gokaldas

Life is a journey of exciting relationships, milestones and memories. Jewellery often adorns these special occasions, so it is our privilege if you choose to share a little of your journey with us when looking for the finest jewellery.
Let us begin by sharing our story with you, as we briefly become travellers together. PureJewels remains a private family company, originating from Gujarat in India, where legend has it that our ancestors were jewellers since time began. Some 70 years ago a talented young designer, Bhanji Gokaldas, packed up his tools, took a ship out of Porbander in Gujarat and set up a studio in Kenya, creating exquisite and bespoke jewellery which became the talk of Nairobi.
Eventually, as the political situation changed, Bhanji collected his family together and this time set off for London. Here they established the first Asian heritage jeweller in East Ham in 1975, with its own workshop in the back yard. PureJewels was born out of Bhanji’s desire to create beautiful jewellery, but more importantly, his passion for using design and craftsmanship to represent a story. More recently, PureJewels moved to our current shop at the centre of Green Street in East London.
Today you will still find Bhanji, now in his 90’s, sitting in his special chair at the back of the showroom, keeping a keen eye on all that happens and making sure that generations of customers become a part of our narrative. We still design and create our own jewellery and we believe in building long term relationships not just making one-off sales. I hope we become fellow travellers with you over your journey through life’s special moments.