Company Profile

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

Within a short period of time, Mr. Firoz Merchant, with his high-held vision and a wealth of experience in the bullion business, has 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.

We operate one of the largest diamond manufacturing units in the Gulf (Dubai city).



Excellence and innovation are the two pillars upon 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 retailer to gain ISO certification in the year 2002 and the first and only jeweller to be awarded World Diamond Mark.

The 'Star Performer' award for outstanding levels of customer satisfaction is a sparkling testimony to our proficiency. Pure Gold Jewellers has also been the recipient of the "Best Service Performance Brand" award in the large business category for six years - 2007-2008, 2008-2009, 2009-2010, 2011-2012, 2012-2013 and 2014-2015, under the Dubai Service Excellence Scheme (DSES) of the Dubai Department of Economic Development. The company also topped in the 'Best Customer Service’ category in the UAE jewellery sector in an annual study by the international consultancy, Ethos Consultancy, for the years 2009 and 2010. Pure Gold Jewellers won the Best Consumer Friendliness Index award in 2014 from the Commercial Compliance and Consumer Protection (CCCP) division in the Department of Economic Development, Govt. of Dubai.

Pure Gold Jewellers has also been consistently ranked as the Superbrand by the UAE Superbrand Council for six consecutive years from 2009 to 2014.



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 product 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:



We source our precious gems and metals from the most reliable suppliers, so we’re able to offer conflict-free jewels of the highest grade, with a certificate of genuineness.



We constantly monitor our competitors’ prices and match ours to offer you the most competitive rates, at all times.



We’ve been recognized as the ‘Best Performance Brand’. That’s because we deliver the highest quality of service to customers from all walks of life.



We offer unique lifetime exchange terms and free lifetime repair against manufacturing defects. We thus ensure that the benefits, which come with our jewellery, are as exceptional as the jewellery itself.



The Pure Gold Jewellers journey started in 1989 from Dubai, UAE and has since then emerged as a leading integrated diamond and jewellery manufacturer and retailer in the Middle East, Asia and Africa.



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


Amreen Iqbal is an active member of Pure Gold Jewellers Group for over 10 years and is currently positioned as the Director of Corporate Communications and Designing. She has also independently commenced her own entity "Piece of You" personalized jewellery under the umbrella of "Pure Gold Jewellers"