Devji Aurum, one of the oldest and most respected names in luxury jewellery, has teamed up with renowned Welsh fashion designer Jayne Pierson to create the limited edition Gwenllian Collection. This unique collaboration, which includes collars, cuffs, earrings, and rings, was officially unveiled at Jewellery Arabia 2024 in Bahrain.
The prestigious event, the largest jewellery and watch show in the region, kicked off on November 26 and will run for three days, showcasing top international and local jewellery brands. At the unveiling, British Ambassador to Bahrain, Alastair Long, expressed his excitement about the collaboration. “The United Kingdom and Bahrain share a passion for arts and culture, and the British fashion industry is known for its creativity and innovation,” said Ambassador Long. He also highlighted the significant contribution of Welsh culture to the world’s artistic heritage, adding, “I am delighted that Jayne Pierson has brought this creativity to Bahrain.”
A Fusion of Welsh Tradition and Modern Craft
The Gwenllian Collection is a rare and limited edition of exquisite jewellery crafted from Welsh gold, diamonds, and precious stones like lapis and malachite. Each piece in the collection features traditional Welsh motifs, including the iconic triskelion and intricate Celtic knots, making it a powerful blend of heritage and craftsmanship. The items are also signed by Pierson and serialized, adding to their exclusivity. The collection is designed not only as high-end jewellery but also as amulets believed to protect the wearer.
This collaboration marks a significant milestone for Devji Aurum, which has been in the jewellery business for over 70 years. For the first time in its history, the company has partnered with an internationally renowned designer from outside the region. Mahesh Devji, CEO of Devji Aurum, expressed his enthusiasm for the project, saying, “We believe jewellery should not simply be adornments – they should be time capsules that tell stories from the soul. Jayne’s designs tell timeless stories of Welsh ages past that resonate in modern times, reflecting the spiritual heart of Welsh culture.”
Inspired by Welsh Heritage and Mythology
The Gwenllian Collection is named after Gwenllian ferch Gruffydd, a 12th-century Welsh warrior princess who is famously known as the only woman in medieval history to lead a Welsh army into battle. The collection reflects Pierson’s love for avant-garde design, Celtic mythology, and Welsh heritage. It is also a fusion of the past and the future, blending traditional craftsmanship with a modern sensibility.
Pierson spoke about the emotional depth of the collaboration, saying, “Working with Mahesh’s team, I really loved the intensity of the process, with both parties approaching it without any preconceived notions of where it might lead us. I am truly excited by the collision of cultures that this collection represents—Welsh, Arabian, and Indian. The result is a collection that is deeply meaningful, and people are often moved to emotion just by trying on the pieces.”
A Collaboration That Speaks Across Cultures
Rudy N. Vogel, Managing Principal of the go-to-market advisory firm nuForj, also played a key role in the partnership. He praised the collaboration, saying, “Knowing the exceptional vision and craftsmanship of Mahesh and the innovative design of Jayne, I knew from the start that this unique collaboration would result in something truly special.”
With the unveiling of the Gwenllian Collection, Devji Aurum and Jayne Pierson have created a new benchmark in the luxury jewellery industry. Combining Welsh heritage with cutting-edge design, the collection is poised to make a lasting impact, not only in Bahrain but globally.
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