Pure Gold Jewellers Founder Embraces the 'Year of Giving' by Donating Dh17.5 Million to Clear the Debts of Prisoners

Press release
Published November 29th, 2017 - 10:51 GMT
Mr. Firoz Merchant, Pure Gold Jewellers Founder
Mr. Firoz Merchant, Pure Gold Jewellers Founder

Philanthropist Firoz Merchant continues his considerable charitable efforts, embracing 2017 as ‘The Year of Giving.’ He has now donated over AED 17.5 million towards the release of prisoners in debt, and since 2008 has changed the lives of more than 12,600 people through his efforts.

Mr. Firoz Merchant has dedicated himself to this noble cause for almost a decade, helping people who remain incarcerated just because of their inability to clear their debts, even though they have completed their jail terms. To this end, the philanthropist has cleared the debts of 12,600 prisoners allowing these people to return to their lives, families, and countries.

The philanthropic Founder and Chairman of Pure Gold Jewellers was honoured earlier this year by the UAE Interior Ministry, and was presented with the “Community Service Medal” by Lt. General HH Sheikh Saif bin Zayed Al Nahyan, Deputy Prime Minister and Minister of Interior of the UAE, recognising him as a “True Philanthropic” who has gone great lengths in his quest to aid people of all religions and nationalities. It was the first time any expatriate community member had been presented with this prestigious medal and award.

Mr. Merchant also extended his support to the Faraj Fund earlier this year to help fund air tickets and other expenses, allowing released prisoners to return to their country. The Faraj Fund and Philanthropist Mr. Firoz Merchant signed this Memorandum of Understanding in May, and 313 prisoners have been rewarded through Mr. Merchant’s donations till date.

Philanthropist Firoz Merchant, who is from India, established himself as an entrepreneur here in the UAE back in 1989. Since then his company, Pure Gold Jewellers, has flourished and grown from one store in Dubai to over 150 across 12 Countries including the Middle East and Asia, with a further 50 stores set to open in within the next two years.

He credits his success to the opportunity that he was granted in the UAE almost 30 years ago, and the support he has received in the country throughout the years, as his business developed. He continues to honour the UAE and epitomises the Year of Giving, through his philanthropic efforts as the country grows from strength-to-strength and prepares to celebrate its 46th National Day.

On receiving the prestigious honour of the “Community service Medal,” in August this year, Mr. Merchant said, “I am sincerely thankful to the Rulers of UAE, Government of UAE, Ministers and Bureaucrats for acknowledging my efforts. Whatever I have done, and will continue to do, is for the love of the UAE and India. I represent my home country India and the UAE is my host country. I will do whatever I can for this beautiful flourished country and its citizen.”

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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