Pure Gold Jewellers to Roll out Seven New Jewellery Concept Stores in the UAE, Kuwait and Oman

Press release
Published July 12th, 2018 - 05:58 GMT
The new stores are located in the UAE at Al Ain Mall.
The new stores are located in the UAE at Al Ain Mall.

Award-winning jewellery retailer, Pure Gold Jewellers, has opened seven new concept stores in the UAE, Kuwait and Oman, providing an uptick in positive sentiment to the regional jewellery retail sector and an impetus to the brand’s long-term growth strategy.

The new stores are located in the UAE at Al Ain Mall, World Trade Centre and Yas Mall in Abu Dhabi, Sahara Centre and Central Souk in Sharjah, City Centre Ajman, the new Al Kout Mall in Kuwait and City Centre Sur in Oman, adding to the existing portfolio of Pure Gold Jewellers 150 stores in the Middle East and Asia.

Karim Merchant, Group CEO & Managing Director of Pure Gold Group, said: “We continue to invest in the future of the region’s gold and jewellery business believing that an upward trend is inevitable in the economic cycle even though worldwide jewellery demand in the first three months of 2018 fell by one per cent from the first quarter of 2017 according to the World Gold Council.

“Both the UAE and Kuwait are global destinations for luxury retail and are incredibly important markets for us to attract gold and jewellery aficionados from around the globe. Oman too is seeing major investments in the luxury goods industry and has great potential for the jewellery business. We have invested over $10 million in these new stores to provide a more immersive retail experience to our customers and showcase our exquisitely crafted jewellery in an intimate setting.”

Designed by one of London and Dubai’s most prestigious luxury design consultancy, the stunning new stores feature a modern, stylish and minimalist boutique concept. The store elements and branding has been mastered to look drastically different from the ‘traditional jewellery store’ layout.

Redefining the meaning of luxury, the store space focuses on a curated selection of products ranging from unparalleled premium diamond collections to intricately designed 18-karat and 21-karat handcrafted Italian gold jewellery in trendy, fashion-forward and elegant classic designs, delivered in a stimulating, contemporary setting. 

Merchant added: “Our new stores also provide a preview of our forward-looking interior identity. It showcases a glamorous satin-brass detailed showroom entrance with halo illumination, sleek distinctive store windows, innovative luminous frosted glass display frames, elegant wall cabinets and bespoke lighting combined with luxe interior décor accented in soft gold taken from the branding.”

The stores are also equipped with experiential tables allowing customers, especially millennials to interact and engage with jewellery with the help of augmented reality, further elevating their shopping experience.

The elegantly conceptualised stores will feature Pure Gold Jewellers’ exclusive brands including the vibrant nature-inspired Fareeha collection, the timeless and beautiful EternityCircle of Life pendants and rings capturing the beauty of life, Solitaire diamonds, and many more. The collections are created to attract a diaspora of customers irrespective of their nationalities.


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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