The initiative, powered by blockchain technology from Everledger and implemented by the Edinburgh Assay Office, was unveiled with the launch of PureJewels’ new Lotus Collection.

For the first time, every piece in a UK jewellery collection will carry a secure digital record created at the hallmarking stage. These Digital Product Passports provide verified details of hallmarking, provenance, and supply chain journey—giving customers enhanced confidence in authenticity, traceability, and responsible sourcing.

The Lotus Collection, chosen to debut the initiative, is crafted in 18 carat yellow gold, platinum, and PureJewels’ signature 22 carat Sunrise Gold. Symbolising the journey of love from bud to full bloom, the collection aligns with PureJewels’ ethos of Celebrating Journeys while showcasing the fusion of heritage craftsmanship and technological innovation.

“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 the beginning of a new era of responsible jewellery retail,” said Jayant Raniga, CEO, PureJewels.

The collection is now available at PureJewels’ London showroom, online at purejewels.com, and will be rolled out to retailers nationwide. Ainsworth Jewellers, a 155-year-old family-owned retailer in Blackburn, will be the first UK stockist.

“Our customers value tradition, innovation, and transparency. Having a digital passport gives them all of this, connecting them more meaningfully to their jewellery purchase,” said Phil Ainsworth, Managing Director, Ainsworth Jewellers.

The Edinburgh Assay Office, one of the UK’s oldest hallmarking institutions, sees the initiative as a natural evolution. “Hallmarking has safeguarded consumer confidence for over 700 years. With Hallmarking 2.0, we are proud to carry this trust into the digital age,” said Scott Walter, Chief Executive and Assay Master.

Backing the innovation, Leanne Kemp, Founder of Everledger, added: “Jewellery has a unique story to tell, and through Hallmarking 2.0 we are making that story visible and verifiable for every customer.”

PureJewels plans a national rollout to 10 authorised stockists across the UK and has invited retailers sharing its commitment to transparency, responsibility, and heritage to join the initiative.