AN ASIAN jewellery specialist has partnered up with one of Blackburn’s oldest businesses.

London Jeweller PureJewels, which supplies high purity gold and platinum jewellery mainly to the British Asian market, has launched its first ‘authorised’ retail partnership with Ainsworth Jewellers.

Ainsworth's will now be stockists of PureJewels’ collections.

CEO Jayant Raniga said: “This collaboration really celebrates the diversity of cultures in our communities.

“We will also be sending our customers through Ainsworth’s doors, for their outstanding customer experience. The other retail partners we will appoint are carefully selected for their exemplary customer service and relationship building personality.”

Established in 1870 on 63 Darwen Street, two doors away from away its present location, Ainsworth Jewellers has had a close association with Blackburn for 150 years.

It is now run by Philip Ainsworth, who has been the director since 1995.

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Mr Ainsworth said: “We are delighted to be PureJewels’ first retail partner. Once we had met Jayant, seen the range, and heard about how they are looking to develop their 22ct gold collections in a modern way, we were keen to incorporate this opportunity into Ainsworth Jewellers’ vision going forward.”

As well as having a showroom in Green Street, east London, PureJewels is a fast-growing brand online for customers who enjoy mixing traditional and ‘avant-garde’ design and craftsmanship techniques.

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The PureJewels store in London

PureJewels also has a rich history and was established by Bhanji Gokaldas in Nairobi, Kenya in 1950. Today, it is managed by the third generation of the family.

Bhanji Gokaldas’s grandson Jayant added: “We are a British brand with deep eastern roots, inspired by the history of our founder Bhanji Gokaldas and his journey from India to Africa to England.

“Ainsworth Jewellers, who celebrate 150 years in Blackburn this year, are growing their brand with their own heritage and establishment in the Cathedral Quarter of the town, making this alliance a perfect fit for the future.”

PureJewels plans to announce similar partnerships with other independent jewellery retailers around the country in Newcastle, St Albans and Bournemouth.

Jayant said: “We have a strong online presence and we were looking at building partnerships. We want to work with independent businesses and Ainsworth's were top of our list."