Pure Gold Jewellers, the award winning international jewellery retailer, celebrates 25 years of operations this month. To mark the occasion and outline its journey of capturing the most beautiful moments in life through unique jewellery designs, Pure Gold Jewellers has launched a new tagline-‘Forever Beautiful’.
Karim Merchant, CEO & MD of Pure Gold Jewellers, commented: “For 25 long years we have expressed some of life’s most beautiful moments through our jewellery. So it is only fitting that as we celebrate our 25 years of artisanship, we have adopted ‘Forever Beautiful’ as our brand’s tagline. It reflects our commitment and dedication to making our customer’s life a journey of beauty. It is our promise, and it is none other than our emphasis on exceptional quality, attention to detail and commitment to guaranteeing the best value, that have helped us to uphold this promise.”
The company plans to double the number of its current stores in the Middle East by 2018.
Opening their first outlet in Dubai Gold Souq in 1989, Pure Gold Group, founded by Indian entrepreneur Firoz Merchant, has launched more than 125 outlets spread across 12 countries covering the Middle East, South Asia, South East Asia and Europe. Apart from Pure Gold Jewellers, the Group also includes La Moda Exclusives high end sunglasses retail chain, Arianna luxury jewellery boutique and Pure Gold Properties.
Pure Gold Jewellers’ exceptional service and customer care throughout the years has also been recognized by the Dubai Service Excellence Scheme (DSES) of the Dubai Economic Department Development who presented Pure Gold Jewellers with the ‘Best Service Performance Brand’ award in the large business category for five years. Additionally, Pure Gold Group has been honored with numerous accolades over the years.
The Pure Gold Group is actively involved in giving back to the society. Firoz Merchant, Chairman of Pure Gold Group is known for his initiative in helping to release insolvent prisoners from UAE jails either by paying back their debts or paying for their air fare. The company has spent AED 3.5 million to carry forward this humanitarian initiative. Pure Gold Group also works closely with Sheikh Mohammed Bin Rashid Al Maktoum Humanitarian and Charitable Foundation, UAE Red Crescent Society, Dar Al Ber Society, Bait Al Khair Society, Zakat Fund Abu Dhabi, Ministry of Education, Ministry of Health, Jamiyat Asarika Al Khariya (Sharjah Charity International) and others.