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 Merchant, breathed life into an idea that took shape as the first Pure Gold Jewellers store.

Within a short period of time Mr. Firoz 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 Merchant, has continued the legacy of Pure Success, Pure Innovation & Pure Leadership.

Being over 2 decades in the market, Pure Gold Jewellers has matured over the years with more than 125 stores in the Middle East and Asia. We are also in the process of opening further 450 stores worldwide. We have strength of 1,500 staff including 180 professionals. 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 and Asia with two factories in India and one in China, employing over 2,000 craftsmen and professionals, all of which dedicated & qualified to cater to the needs of its fast growing clientele. Thereby having 3500 associates under Pure Gold Group.

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 to gain ISO certification in the year 2002.

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

In 2008, 2009, 2010, 2011 and for the fifth time, 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.

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.
• 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 

Pure Gold Jewellers journey started in 1989 from Dubai – UAE and have since than emerged as a leading integrated diamond and jewellery manufacturer and retailer in Middle East, Asia and Africa.

Pure Opportunity

In the near future, Pure Gold Group will cover a wide variety of sectors, including the largest and most recognized names in fashion, home style, linen, food and beverages. 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 moment.