Devji Aurum, one of the oldest fabricators of exquisite jewellery in the world, has announced its collaboration with renowned Welsh fashion designer Jayne Pierson and the go-to-market advisory firm nuForj, through the launch of the Gwenllian Collection.

This marks the first time in Devji Aurum’s over 70-year history that the company has entered into a design collaboration outside the region, especially with a designer of Pierson’s renown.

The new collection was unveiled at Jewellery Arabia 2024 by the British Ambassador to Bahrain, Alastair Long.

“The United Kingdom and Bahrain share a passion for arts and culture. The British fashion industry is world-renowned for its creativity and innovation throughout history. The Welsh have made a significant contribution to that heritage, and I am delighted Jayne Pierson has brought that creativity to Bahrain,” he said.

The Gwenllian Collection is a limited-edition and rare set of collars, cuffs, earrings, and rings. The items are exquisitely crafted in Welsh gold, diamonds, precious lapis, and malachite, featuring Welsh triskelion motifs and Celtic knots. Each piece is signed by Jayne Pierson, serialized, and intended to be worn as an amulet to protect the wearer.

Devji Aurum CEO Mahesh Devji said Pierson’s evocatively Welsh designs complemented his company’s own legacy.

“We believe jewellery should not simply be adornments – they should be time capsules that tell stories from the soul. Indeed, Jayne’s designs tell timeless stories of Welsh ages past that also speak to us in modern times, reflecting the spiritual heart of Welsh culture. They are truly fantastic.”

The Gwenllian Collection builds on Pierson’s reputation for avant-garde design inspired by Celtic mythology, Welsh heritage, and a blending of history and the future. The collection is named after Gwenllian ferch Gruffydd, a 12th-century Welsh warrior princess and the only known medieval-era woman to have led a Welsh army into battle.

“In working with Mahesh’s team, I really loved the emotional intensity of the collaboration, with both parties approaching it without any preconceived notions of where it might lead us,” said Pierson. “I am really excited by the collision of cultures represented by this collection – Welsh, Arabian, and Indian. The end result is a set of pieces that are incredibly meaningful, and people become overwhelmed with emotion simply by trying them on.”

Rudy N. Vogel, Managing Principal of nuForj, added:

“Knowing the uncommon vision and craftsmanship of Mahesh, and the distinctive creativity and novel design of Jayne, I knew from the start that this utterly unique collaboration would result in something very special – the Gwenllian Collection.”