PureJewels Becomes First Luxury Jeweller
Launches Hallmarking 2.0 with digital product passports PureJewels announced the UK launch of its Lotus Collection with Digital Product Passports (DPPs), becoming the first luxury jeweller to pilot the inclusion of Hallmarking 2.0, a pioneering initiative offered by the Edinburgh Assay Office and powered by Everledger’s blockchain technology. For the first time in the UK jewellery sector, every piece in the Lotus Collection is accompanied by a Digital Product Passport linked to the product at the hallmarking stage. This secure digital record provides verified details on hallmarking, provenance and supply journey. Sometimes described as a “digital jewellery passport,” it extends the centuries old trust of hallmarking into the digital era, giving customers greater confidence in authenticity, responsibility and traceability. The Lotus Collection was chosen to launch the initiative because of its powerful symbolism. Available in 18 carat y...