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PureJewels Leads UK Jewellery Industry with Launch of Hallmarking 2.0 and Digital Product Passports

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The innovation, powered by blockchain technology from Everledger and implemented by the Edinburgh Assay Office, was unveiled alongside the launch of PureJewels’ latest fine jewellery line, the Lotus Collection.

For the first time in the UK, every piece in a jewellery collection will carry a secure digital record created at the hallmarking stage. These Digital Product Passports provide verified details about hallmarking, material provenance, supply chain journey, and ethical sourcing—enhancing consumer confidence and elevating the standard of responsible jewellery retail.

The Lotus Collection, symbolising love’s journey from bud to bloom, features handcrafted pieces in 18ct yellow gold, platinum, and PureJewels’ exclusive 22ct Sunrise Gold. It embodies the brand’s ethos of “Celebrating Journeys”, merging heritage artistry with cutting-edge innovation.

“Hallmarking has always been the cornerstone of trust in fine jewellery. By launching Hallmarking 2.0 with the Lotus Collection, we are showing how tradition and technology can coexist for the modern luxury consumer,” said Jayant Raniga, CEO of PureJewels. “This is the beginning of a more responsible, transparent, and digitally connected future for our industry.”

The Lotus Collection is now available at PureJewels’ London showroom, online at purejewels.com, and will be rolled out to retail partners nationwide. Ainsworth Jewellers in Blackburn—a heritage retailer with 155 years of history—will be the first UK stockist.

“Our customers value tradition, innovation, and transparency. With Digital Product Passports, they gain deeper insight and assurance—connecting them more meaningfully to each piece they choose,” said Phil Ainsworth, Managing Director of Ainsworth Jewellers.

The Edinburgh Assay Office, one of the UK’s oldest hallmarking institutions, has welcomed the move as a vital step forward.

“Hallmarking has safeguarded consumer trust for over 700 years. Hallmarking 2.0 is a natural evolution, and we are proud to bring that trust into the digital age,” said Scott Walter, Chief Executive and Assay Master.

Backed by tech partner Everledger, the initiative is also a testament to the growing demand for traceable luxury.

“Jewellery has a story to tell. Hallmarking 2.0 makes that story visible and verifiable,” said Leanne Kemp, Founder of Everledger.

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International News

Precious Metals zoom ato record high ahead of FOMC meet AUGMONT BULLION REPORT

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  • Around $3728 (~Rs 110,300) for gold futures and $43.23 (~Rs 129,7000) for silver, both markets were trading close to a record high ahead of the US FED’s two-day policy meeting that begins today.
  • The Fed is expected to cut interest rates by 25 basis points on Wednesday, the first since December, and markets are almost certain that the easing cycle will continue into the following year. Recap: Despite the president’s dismissal, the federal appeals court permits Lisa Cook to remain as a Fed gov and take part in the FOMC meeting beginning tomorrow.
  • For clues about the direction of future policy, all eyes will be on the Fed’s quarterly Summary of Economic Projections, which includes the much-awaited dot plot, and Chair Jerome Powell’s press conference. Regarding the data, reports on industrial production and retail sales that are anticipated later today will be closely examined to gain more understanding of how strong the economy is.

Technical Triggers 

  • Gold Dec Futures has given a breakout above $3700 (~Rs 110,000), the next target would be $3800 (~Rs 113,500). If prices top out and fall below $3650 (~Rs 108,500), then only we could see further profit booking.
  • Silver Nov Future prices have given a breakout above its consolidation range of $41 (~Rs 123,000) and $42 (~Rs 126,000) for the past few days and achieved the target of $43. This rally has more room for upside towards $45 (~Rs 140,000)

Support and Resistance

CommodityMarketSupport LevelResistance Level
GoldInternational$3650/oz$3800/oz
Indian₹108,500/10 gm₹113,500/10 gm
SilverInternational$42.5/oz$45/oz
Indian₹127,000/kg₹140,000/kg

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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.

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