This article first appeared in the JNA January/ February 2023 issue.

Buyers are at the heart of what Pure Gold Jewellers does best: Offering an eclectic range of jewellery brands that fulfil the evolving demands of the market. According to Karim Merchant, CEO and managing director of Pure Gold Group, the company’s business strategies have always been focused on its customers.

In 2022, Pure Gold Jewellers implemented various initiatives to boost its operations, including fortifying its loyalty programme to further emphasise its customer-driven approach. This involved carrying out one-on-one communications where the company interacts with one client at a time on a more personal level, taking into account the customer’s buying behaviours and specific needs.

The company also put in place major upgrades in its stores to improve the overall environment and buying experience. More importantly, Pure Gold Jewellers started customising collections per store based on customer profiles to better serve specific markets.

Founded in Dubai in 1989 by Firoz Merchant, Pure Gold Jewellers now operates 80 stores in the United Arab Emirates, Oman, Bahrain, Kuwait, Qatar and Jordan.

According to Karim, the initiatives that were implemented last year were well-received in the market. “We observed higher customer engagement throughout the year. We also ended 2022 with double-digit growth,” he revealed. “Our strongest market was the UAE, with diamond jewellery and a new collection of gold jewellery as major drivers.”

The company once again highlighted its client-focused principles at the height of the Covid-19 crisis. Karim said Pure Gold Jewellers consistently touched base with its customers to offer after-sales services including repairs and upgrades, to name a few. In this way, Pure Gold Jewellers is able to show client support and commitment throughout the pandemic.

“We did not do any promotions or marketing. It was just our way of telling our customers that we are there for them and that they are looked after even during trying times,” shared Karim.

Beginnings

Pure Gold Jewellers quickly rose to prominence after its inception. Firoz, armed with a vision and a wealth of experience in the bullion business, successfully expanded the company’s retail network. Today, Karim is continuing his father’s legacy of excellence through leadership, value-added services and innovation.

Pure Gold Jewellers is the first jewellery retailer to gain ISO certification in 2002. It is also the first and only jeweller to be awarded the World Diamond Mark by the World Federation of Diamond Bourses (WFDB), among many other accolades.

Its product portfolio consists of a wide range of exclusive brands selling gold, diamond and gem-studded jewellery. Among its offerings are jewellery pieces by renowned Italian designers.

Bright future

Pure Gold Jewellers recently entered the real estate industry with the founding of its property development arm, Pure Gold Living. Karim said this initiative is an extension of Pure Gold Jewellers’ business model, which is to create meaning for its customers, whether in the jewellery or real estate sector.

“We operate on the same ethos and our real estate venture – similar to our jewellery business – is founded on trust and value,” he added.

The company will focus solely on retail and real estate in 2023. It also aims to further expand its reach in the areas where it is operating and to add exciting new collections to its current product portfolio, including nature-inspired jewellery pieces.

Pure Gold Jewellers has been named Outstanding Enterprise of the Year at the JWA Dubai Special Edition 2023. Karim said this accolade is an affirmation of its client-oriented business philosophy.

“We dedicate this award to our customers. Without them, we would not be where we are now. This is also a testament to the hard work and dedication of our entire team to meet the demands of an ever-evolving market,” he noted.

Click here for JNA’s coverage of the JWA Dubai 2023 Honourees.