Devji Aurum Unveils Celtic-Inspired Gwenllian Collection at Jewellery Arabia 2024

Devji Aurum, one of the oldest fabricators of exquisite jewellery in the world, announces its collaboration with renowned Welsh fashion designer Jayne Pierson and go-to-market advisory firm nuForj here via the Gwenllian Collection, representing the first time in Devji Aurum’s over 70-year history that it has formed a design collaboration from outside the region and with the caliber of such a renowned designer as Ms. Pierson. The new collection was unveiled at Jewellery Arabia 2024 by His Excellency, the British Ambassador to Bahrain, Alastair Long.

Timeless Welsh Design

“The United Kingdom and Bahrain share a passion for arts and culture. The British fashion industry has earned world recognition for its creativity and innovation throughout history. The Welsh have made a significant contribution to that heritage, and I am delighted that Jayne Pierson brought that creativity to Bahrain.” The Gwenllian Collection is a limited edition and rare set of collars, cuffs, earrings and rings. The items feature exquisite craftsmanship in Welsh gold, diamonds, precious lapis, and malachite, showcasing Welsh triskelion motifs and Celtic knots. Each piece is signed by Jayne Pierson, serialized, and designed to be worn as an amulet to protect the wearer.

Devji Aurum CEO Mahesh Devji said Pierson’s evocatively Welsh designs meshed with 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.

Heritage in Jewels

It was named for Gwenllian ferch Gruffydd, a 12^th-century Welsh warrior princess, the only known medieval era woman known to have led a Welsh army into battle. “In working with Mahesh’s team, I really loved the emotional intensity of the collaboration, both parties approaching it without any preconceived notions of where it might lead us,” Jayne Pierson said. “I am really excited by the collision of cultures represented by this collection – Welsh, Arabian and Indian.

The end result are pieces that are incredibly meaningful and people just become overwhelmed with emotion simply trying them on.” Rudy N. Vogel, Managing Principal, nuForj, LLC stated “knowing the uncommon vision and craftmanship of Mahesh and the distinctive creativity and novel design of Jayne, I knew from the start that the outcome of this utterly unique collaboration would result in something very special that is the Gwenllian collection.” The Gwenllian Collection is available through Devji Aurum.

About

Award-winning (ASVOFF) Jayne Pierson has aimed for circularity and transparency through stylistic longevity and a quality over quantity, re-use ethos. Our focus is on creating ethically minded ‘slow’ fashion that celebrates craftsmanship and explores fashion in a socially responsible way. At Jayne Pierson the focus is on commissions and producing truly individual pieces made to client specifications. As a go-to designer for stylists looking for unique pieces, Jayne Pierson specializes in creating performance clothing for musicians, dressing celebrities and clients for events, and producing specially commissioned garments and accessories for photo shoots and films.

Devji Aurum, one of the oldest and most prestigious jewelry fabricators, is located in the Kingdom of Bahrain and serves clientele across Asia and the Middle East. Devji Aurum creates timeless and awe-inspiring pieces, driven by a legacy of craftsmanship that transforms jewelry into art. Their designs, crafted with a deep emotional and artistic connection, speak to the soul of the wearer, reflecting their unique commitment to producing works that transcend traditional boundaries of beauty.

nuForj LLC is an advanced manufacturing technologies and market insertion advisory boutique that provides exceptional guidance and consulting for its clients on the use of cutting-edge technologies such as 3D printing, robotics, AI, generative design, IoT, and the metaverse. These capabilities enable clients to explore alternative revenue streams, expand fabrication capacities, and optimize project and program management to seize new market opportunities. Wales is a country that forms part of the United Kingdom of Great Britain and Northern Ireland (UK), with a population of around 3.1 million. This is a nation that cherishes its past, lives well in the present, and plays its part in constructing a better future — for people and planet.

Wales loves to share our unique culture with the world, through creativity, stories and songs, ancient and new, in the languages of Wales – Welsh and English. Dark winter nights and vivid imaginations have created a long tradition of story-telling amongst Celtic nations, and the Welsh are no exception. As depicted in Jayne’s ‘Annwn’ collection, we have an intriguing history of respecting and embracing mythical storytelling in Wales. Our Welsh myths and legends, the timeless magic of The Mabinogion – a book of Wales’s legendary tales – continue to inspire our creatives, thinkers and doers today.