30 | JNA January/February 2023 JWA DUBAI 2023 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 customerdriven 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 Pure Gold Jewellers CATEGORY 类别 Outstanding Enterprise of the Year 年度杰出企业 Banking on more than three decades of business expertise, Pure Gold Jewellers is further cementing its position as a driving force in the international jewellery sector through customer-centric initiatives. 凭借超过30年的专业知识和经验，Pure Gold Jewellers 继续以客为尊，巩固在国际珠宝业的领导地位。 2 1
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