A London-based company is set to become the first British Asian jeweller to create a range of platinum, gold and diamond pieces with the help of emerging designers.

Earlier this year, Green Street retailer Pure Jewels announced that it had selected six up-and-coming talents to produce pieces for its bespoke Platinum Heritage Collection.

The collection is to be exhibited for the first time during this week's London Jewellery Week, both at the Goldsmiths' Hall and the Berkeley Hotel in Knightsbridge.

Jayant Raniga, Brand Director at Pure Jewels, said: "The Platinum Heritage Collection underscores PureJewels' commitment to promote British design and to help develop and showcase British jewellery talent.

"It's a fundamental shift of our core brand and shows our level of commitment to creating design-led jewellery."

The six designers featured in the collection are Kate Thorley, Zoe Youngman, Katie Rowland, Paul Draper, Cindy Dennis Morgan and Anna Loucah.

It will be officially launched at a London Jewellery Week cornerstone event at Treasure on Friday (11th June).

Organisers of the event, which takes place at Victoria House on Kingsway, describe it as a "one-of-a-kind selling exhibition" featuring 80 of the UK's best contemporary designers.

Source:

PureJewels at London Jewellery Week 2010 (03/06/10)

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