Pure Gold Jewellers celebrates Diwali with ‘Nazraana’ collection from Rio Tinto

Press release
Published October 25th, 2015 - 06:53 GMT
Pure Gold Jewellers
Pure Gold Jewellers

Following a tie up between award winning jewellery retailer Pure Gold Jewellers, and Rio Tinto Group- one of the world’s major producers and suppliers of diamonds, Diwali shoppers this year can celebrate the Festival of Lights with Rio Tinto’s aspirational diamond jewellery range- Nazraana, now exclusively available from Pure Gold Jewellers stores.

The Nazraana range transcends traditional gifting with its beautiful designs and affordable prices, making diamond jewellery gifting an exciting occasion. It offers fashionable jewellery that appeal to women from all walks of life. The exquisite Nazraana collection of jewellery is crafted using genuine natural diamonds and hallmarked 18K gold.

According to Karim Merchant, CEO & MD of Pure Gold Jewellers, “We are proud to be Rio Tinto’s exclusive partner to bring the exquisite Nazraana collection to our discerning customers in the Middle East. Nazraana is a category defining concept focused on wedding and festive gifting segment and we look forward to introducing it in this region.”

For Diwali, beautiful floral designs accentuate Nazraana’s necklaces, ear-rings, bracelets and rings. The collection blooms with creativity, ushering in a new beginning. The price range of the jewellery is from AED 1099. New age trends and modern styles cross the borders from haute couture to high-street fashion, blending tassels and diamonds like never before. An array of diamonds entwined with tassels create minimalist designs that will always be in fashion.

According to Karim Merchant, CEO & MD of Pure Gold Jewellers, “Diwali celebrations are not complete without gifts to loved ones; and diamond jewellery is a preferred gifting item as it captures the brilliance of the Festival of Lights. Each piece from Nazraana collection is crafted to perfection making it a gift that lights up your life.” 

Rio Tinto is the world's largest supplier of natural colored diamonds, from exotic diamonds and mysterious greys to brilliant whites and the remarkably rare pink diamonds.

Vikram Merchant, Manager Indian Representative Office, Rio Tinto says, “We see a great opportunity here to work with Pure Gold Jewellers to fill a gap in the market for affordable diamond jewellery accessories for festive occasions. Pure Gold Jewellers, with more than 25 years’ experience in the region and their fast growing jewellery retail network, was the obvious partner to launch Nazraana in the region.”

Nazraana, which takes its reference from the royal gift giving rituals of past eras, aim to capture a higher share of the wedding gifting market with affordable diamond jewellery. 

Background Information

Pure Gold Jewellers

Started in 1989, when Firoz Merchant breathed life into an idea that took shape as the first Pure Gold Jewellers store, it is a realisation of a dream and the fulfilment of a vision. This has led to the creation of a brand that constantly delights customers with excellence and innovation.

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