Pure Gold Jewellers & Diamonds

Pure Gold Jewellers is the realization of a dream and the fulfilment of a vision: to create a brand that consistently delights the customer with excellence and innovation. It all began two decades ago in 1989, when Firoz G. Merchant, breathed life into an idea that took shape as the first Pure Gold Jewellers store.

Within a short period of time Mr. Firoz G. Merchant, with his high held vision and a wealth of experience in the bullion business expanded the Retail Network of Pure Gold. Mr. Karim Merchant, Managing Director and CEO of Pure Gold Jewellers, with his aggressive strategies and the support of his Father & Founder, Mr. Firoz G. Merchant, has continued the legacy of Pure Success, Pure Innovation & Pure Leadership.

Being over 2 decades in the market, Pure Gold jewelers has matured over the years with 100 stores in the Middle East and India, 1,000 staff including 120 professionals in the Gulf Region itself. By combining the latest design, extensive retail experience, and a range of innovative concepts – Today, Pure Gold Jewellers has developed as a leading jeweller in the Middle East with two factories in India and one in China, employing over 1,500 craftsmen including 200 professionals, all of which dedicated & qualified to cater to the needs of its fast growing clientele.

Pure Commitment

Excellence and innovation are the two pillars on which Pure Gold Jewellers has been built. As a market leader in this trade for the past two decades, we have shown the way forward by becoming the first jewellery retailers in the Middle East to gain ISO certification.

The 'Star Performer' award for outstanding levels of customer satisfaction, is a sparkling testimony to our proficiency.

In 2008, 2009 and 2010, Pure Gold Jewellers was awarded "Best Service Performance Brand" in the Large Business Category by the Department of Economic Development, Government of Dubai. This award is a recognition of Pure Gold Jewellers excellent standards of customer service and our ethical best practices.

Today, the Pure Gold brand is going places. Apart from being omnipresent in the UAE, we also have branches in Oman, Kuwait, Bahrain, Qatar and India, with a launch in Saudi Arabia on the cards soon.

Pure Selection

Our portfolio consists of a wide range of exclusive brands – jewellery crafted from gold, diamonds, pearls and many other precious and semi-precious stones. We also have ranges from long established Italian designers who have captured the imagination of Europeans for decades. Our collections are created to attract a diaspora of customers, irrespective of which part of the world they come from.

For the first time ever, unique benefits are a part of every piece of jewellery purchased from us. We provide:
• A certificate of genuineness – ensuring only original, best-quality jewellery.
• Lifetime exchange – Allowing exchange of jewellery at any time.
• Free lifetime repair – providing complete peace of mind, at all times.

We thus ensure that the benefits, which come with our jewellery, are as exceptional as the jewellery itself.

Pure Growth

In the last 20 years, Pure Gold Jewellers have emerged as leading integrated diamond and jewellery manufacturer and retailer in the Gulf region. We have witnessed unprecedented success and continuous growth, with an extensive network of 100 retail showrooms, 1,000 retail staff including more than 120 professionals spread over the Gulf region.

Our knowledge and expertise in gold and diamonds stems from the fact that our exquisite range of jewellery are manufactured in our state-of-the-art factories, of which two are located in India and one in China respectively. All the Pure Gold Jewellers manufacturing factories are managed by experienced professionals and equipped with the most sophisticated technology. Between our two factories in India and one in China, Pure Gold Jewellers have employed 1,500 craftsmen and 200 professionals that have enabled us to become an established and successful brand.

Pure Opportunity

In the near future, Pure Gold Jewellers will cover a wide variety of sectors, including the largest and most recognized names in fashion, footwear, home style and restaurants. The future looks extremely exciting and clearly spells 'Pure opportunity' for us. We are constantly looking ahead to growth and success. And as has been our tradition, we continue to make it happen – every single day.