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Social Initiatives

Under the able leadership of Mr. Firoz Merchant, Chairman, Pure Gold Jewellers, the company has risen above the regular call of duty and indulged in various social initiatives to further the cause of humanity. His unfaltering vision and infallible spirit is responsible for these warm partnerships. Through our exclusive tie-ups with stellar organizations that support diverse yet equally compelling social causes, we aim to give back to society in whatever little way we can. These initiatives were possible because the Managing Director and CEO, Mr. Karim Merchant was always heavily involved with the management of the business thus allowing the Chairman to pursue these noble causes.

Appreciation Certificates

Consulate General of Philippines OHRD, Sri Lanka King Hussein Cancer Foundation, Jordan
Appreciation Letter consulate general of the Philippines Appreciation Letter from OHRD,Sri lanka Appreciation Certificate from King Hussein Cancer Foundation, Jordan


Our Chairman with H. E. Lieutenant General Saif Abdullah Al Shafar, Undersecretary Ministry of Interior, UAE, on 29th July 2012. Whereby Mr. Firoz Merchant is being appreciated and rewarded by the UAE Ministry of Interior for his contribution to the release of insolvent prisoners.

Chairman with H. E. Lieutenant General Saif Abdullah Al Shafar, Undersecretary Ministry of Interior, UAE
Chairman with H. E. Lieutenant General Saif Abdullah Al Shafar, Undersecretary Ministry of Interior, UAE

UAE Genetic Diseases Association
The UAE GDA (UAE Genetic Diseases Association) took shape under the able patronage of His Highness Sheikh Nahyan Bin Mubarak Al Nahyan. Mr. Firoz Merchant is an integral member on the Board of the GDA, and together they strive to fulfill the Ministry of Health's vision – of making the UAE a safer place for all.

Chairman with Dr. Hanif, Minister Of Health
Chairman with Dr. Hanif, Minister Of Health

The body's primary motive is to wipe out from the Emirates' 5 dangerous Genetic Diseases, particularly Thalassemia, by the year 2012. In association with the GDA, we are in the process of initiating a path-breaking drive whereby UAE residents can get themselves checked for Genetic Diseases free of charge, thus helping identify and eliminate the disorders completely.

The Mohammed Bin Rashid Al Maktoum Humanitarian & Charity Est.

Chairman with Ibrahim Bumalha Shk Rashid trust
Chairman with Ibrahim Bumalha - Sheikh Rashid Trust

The Mohammed Bin Rashid Al Maktoum Humanitarian & Charity Est. is one of the most visionary social organizations in the Gulf region. The foundation participates and contributes to improving at-risk societies, helping citizens who cannot shoulder the weight of poverty, conflict and natural disasters ravaging their countries. We have been associated with the Foundation since several years, contributing to various causes, and also in assisting in paying off the debts of insolvent prisoners in the UAE.

Mr. Firoz Merchant has continually assisted the establishment with generous monetary contributions that helped provide people with food, shelter, education and health. During the holy, highly significant Islamic month of Ramadan, we launched a special commemorative pendant. Part proceeds from the sale of each pendant was contributed to the pioneering charity. We hope that our small contributions will go a long way in bringing some light to the lives of those who need it the most.

Maktoum Cert 09.12 Maktoum 2008

UAE Ministry of Health
Our Chairman, Firoz Merchant has always keenly assisted the Ministry of Health with financial support to aid those who cannot afford medical attention for various ailments.

Ministry of health cert 01

We have helped the Ministry in its work to increase awareness of Genetics Diseases and Breast Cancer in the UAE community thus helping in early detection and cure. A community's future and welfare depends on the health of its citizens and we are delighted to have contributed to the various initiatives of the Ministry of Health.

Breast Cancer Control
The biggest challenge, and the most important task, is spreading awareness about Breast Cancer. It is a disease that can be diagnosed simply by an easy self-check. During the month of October, which is universally observed as Breast Cancer Awareness month, Pure Gold Jewellers, in association with the UAE Ministry of Health introduced a new pendant.

Breast Cancer Certificate

Chairman with Shk Hamdan Bin Zayed Al Nahyan
Chairman with Sheikh Hamdan Bin Zayed Al Nahyan

This piece of jewellery was crafted to resemble a pink ribbon – the symbol of breast cancer awareness the world over. Part proceeds from the sale of these pendants were contributed to The Higher National Committee for Breast Cancer Control, a body that aims to help people understand everything about Breast Cancer, and hence prevent it.

Certificate of appreciation awarded by Tawam Hospital

Tawam Hospital Certificate

UAE Ministry of Education

Chairman with HE Humaid Al Qutami, Ministry of Education.jpg
Chairman with His Excellency Humaid Al Qutami, Ministry of Education

Pure Gold Jewellers has constantly striven to help increase the literacy levels in the region. In association with the UAE Ministry of Education, we have sponsored for a whole year, the education of 311 students across the seven emirates. We are planning to add 20% more students every year for our educational sponsorship program across the UAE and there are many more elaborate plans to raise the bar of education and literacy in the region.

Ministry of Education Cert 24.12

An educated nation is confident and successful of its future and we are proud to have supported the Ministry of Education to bring the benefits of education to all members of the community. In association with the UAE Ministry of Education, we have sponsored for a whole year, the education of over 300 students across the seven emirates. We are planning to keep adding more students every year to our educational sponsorship programme across the UAE and support the Ministry's various other plans to raise the bar of education and literacy.

UAE Red Crescent Society
The Red Crescent Society of the United Arab Emirates is the UAE affiliate of the International Federation of Red Crescent Society. The authority was founded in 1983 with support of the late Sheikh Zayed bin Sultan Al Nahyan. Its main objectives are to carry out Red Crescent operations on a systematic basis throughout the whole UAE. We are proud to have supported the organization in the past through financial contributions to help in their humanitarian work. During Ramadan of 2011 we had a social media campaign to raise funds for the Red Crescent Society. Over the years we have contributed large sums more to the charity and we continue to support them.

Red Crescent 16.9 Red Crescent 19.06 Red Crescent 2008

Ministry of Education 2007

Tawam Hospital Cert

Dar Al Ber Society
UAE's Dar Al Ber Society is committed to helping the under privileged members of the society. The organisation has helped widows, orphans, and marginalised members of the community against debts, helping them to pay for their air tickets, residence and labour card renewals, bills of tenancy, water and electricity, house maintenance, school and university fees.

We have tried to reach out to those in need through monetary contributions to Dar Al Ber Society especially in helping to pay off the debts of prisoners in the UAE and help them to reunite with their families.

Bait Al Khair Society
Established in 1989, Bait Al Khair Society raises funds and organizes programs for uplifting the disadvantaged sections of UAE society. Widows, divorcees, low-income nationals, patients, disabled nationals, families of prisoners, nationals with special needs, orphans and students from poor families come into the ambit of the organization. In order to carry out its charitable initiatives, Bait Al Khair Society works in collaboration with public welfare institutions in the Emirates.

We have generously contributed to the financial needs of the Society to enable them to carry on their amazing humanitarian work that touches so many lives.

Faraj Fund (under the patronage of Ministry of Interior)
Al Faraj Relief Fund for the Welfare of Inmates of Correctional and Punitive Facilities at the Ministry of Interior was set up to enhance the level of care and services delivered to the inmates.

Thank you from Umm Al Quwain Police

In 2011 we signed a Memorandum of Understanding with Al Faraj Relief Fund to repatriate 50 insolvent prisoners every month for a period of one year. A total number of 600 prisoners will benefit from this scheme with Al Faraj Relief Fund.

The MoU was signed by Firoz Merchant, Chairman of Pure Gold Jewellers and Colonel Ahmed Saeed Rashid Al Badi, Deputy Director of Financial Affairs Administration, Ministry of Interior. As per the agreement, Pure Gold Jewellers will pay for the air tickets of the released insolvent prisoners. Additionally, on a case to case basis and per the approval of Al Faraj Relief Fund, we will also pay off their debts of some of the prisoners.

Zakat Fund
"Zakat Fund" founded in the UAE is a legal entity with financial and administrative independence, as well as an independent budget; and is affiliated to The Ministry of Justice, Islamic Affairs and Endowments (Islamic Affairs Sector). It is the Zakat authority established to enhance Muslims' awareness on the issue of Zakat and to consolidate its effect and significant role in the development for both, the individual and the whole community.

Zakat Fund

In 2011 we assisted Zakat Fund Abu Dhabi to free ten prisoners in the UAE who were in jail for not being able to pay back their debts. Large sums of donation made by Pure Gold Jewellers to Zakat Fund, was used to obtain the release of the prisoners. Most of them fell into debts when they lost their jobs and did not have the financial means to pay it back.

Directorate General of Police
Fujairah, Ajman , Sharjah , Ras Al Khaimah,Umm Al Quwain We have worked with the Directorate General of Police for various emirates to assist in the repatriation of insolvent prisoners either by paying off their debts or contributing to the cost of the air fare for them to go back home and resume a new life with their families.

certificate_sharjah_police certificate_ajman_police certificate_UAQ_police
certificate_UAQ_police2 Dubai Police


In 2011 in a joint humanitarian initiative with Sheikh Mohammed Bin Rashid Al Maktoum Charitable Trust and respective Police authorities in Dubai, Ajman, Ras Al Khaimah, Umm Al Quwain and Sharjah; Pure Gold Jewellers has helped to sent home over 350 released prisoners by paying for their airfare. In addition, we also assisted over 30 expatriate prisoners to pay back their debts in full to obtain their release. We also helped to release prisoners in Fujairah jail.

Jamiyat Asarika Al Khariya ( Sharjah Charity International)
Sharjah Charity International is a Sharjah based humanitarian organization which aids people and communities in need, in and outside the UAE. Headquartered in Sharjah, the organization has numerous branches and ties with foreign assistance groups and charities in the region.

We have always strived to contribute generously to the worthy causes that the Charity supports and look forward to our continued association with them.