About Us

Prime & Pure Jewellery was built the hard way, with resilience, craftsmanship, and an unwavering commitment to family.

Founded by Ali, a civil engineer with a Master’s degree in Project Management from the University of Sydney, Prime & Pure began not as a business idea, but as a necessity.

When his wife was pregnant with their second child, Ali realised that one income would no longer be enough to support and grow their family. What started as a search for stability became the foundation of something far greater.

After discovering the art of jewellery-making through a simple online video, Ali became captivated by the precision, creativity, and meaning behind handcrafted pieces. He began teaching himself the craft after work, experimenting late into the night inside a small backyard Colorbond shed.

There were countless mistakes. Failed casts. Broken pieces. Long nights with no guarantees.

Until one evening, the first piece came out right.

That single name necklace marked the beginning of Prime & Pure.

Built From the Ground Up

The earliest customers were met in car parks, outside Bunnings stores, or at their front doors for hand-delivered orders. Catalogues were printed at Officeworks. Every sale was earned face-to-face, with honesty and pride.

As demand grew, Prime & Pure expanded into wholesale personalised jewellery for local retailers, all while balancing full-time work and family life.

Then COVID hit.

Ali lost his engineering job, and the business was forced to become the family’s only source of income overnight. At one point, the household fell $24,000 behind on their home loan, but quitting was never an option.

Instead, Prime & Pure doubled down on quality, transparency, and service.

From Shed to Showroom

In 2023, Prime & Pure opened its first brick-and-mortar showroom and workshop in Blacktown, Sydney, transforming a backyard operation into a fully in-house jewellery manufacturer.

Today, Prime & Pure designs and crafts bespoke engagement rings, wedding bands, and fine jewellery entirely in-house, offering both lab-grown and natural diamonds with complete transparency.

The business continues to grow, with a second showroom opening soon in Sydney CBD, a milestone once thought impossible.

Why Prime & Pure

We remain proudly family-run, fiercely hands-on, and deeply personal.

Every piece is crafted with care, integrity, and respect for the moment it represents, because we understand what trust truly means.