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.