JNA January/February 2023 | 31 JWA DUBAI 2023 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, valueadded 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 clientoriented 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. 以客为先的方针。该公司专注与每一位客户互动交流，仔细 了解其购买模式和具体需求，令客服体验更个性化。 门店也进行了彻底翻新，以提升整体环境和购物体验。 再者，Pure Gold Jewelers开始根据每家分店的客户资料提 供合乎所需的系列，以更精准地服务特定市场。 Pure Gold Jewelers在1989年由Firoz Merchant于迪拜 创立，目前于阿联酋、阿曼、巴林、科威特、卡塔尔和约旦经 营80家分店。 Karim指出，该公司去年实施的全新措举，深受市场欢 迎。他透露：“据我们观察所得，2022年整年的客户参与度均 有所提升，还促成两位数的业绩增长。阿联酋是我们最强大 的市场，其销售额主要由钻饰和全新金饰系列带动。” 在疫情最严峻之时，该公司继续坚守以客户为中心的原 则。Karim表示，Pure Gold Jewelers在疫情期间与客户保持 紧密联系，提供维修及优化等售后服务，借此向客户给予支 持和兑现服务承诺。“我们没有进行任何促销或营销宣传， 旨在让客户知道我们一直长伴左右，即使在困难时期也能 获得所需的关注。”Karim分享道。 回溯根源 早在成立之始，Pure Gold Jewelers已在业界迅速崛起。 Firoz 凭借在黄金贸易方面的远见卓识和丰富经验，成功扩 展旗下零售网络。如今，Karim身为一位创新领袖，正致力延 续其父的傑出成就。 回溯至2002年，Pure Gold Jewellers是首家获得ISO认证 的珠宝零售商，也是第一家及唯一一家获世界钻石交易所 联合会(WFDB)颁授“世界钻石标志”的珠宝商，其他荣誉数 之不尽。该公司拥有一系列独家品牌，销售金饰、钻饰和宝 石首饰，其中包括著名意大利设计师的珠宝作品。 展望光辉未来 最近，Pure Gold Jewelers成立了房地产部门Pure Gold Living，正式进军房地产领域。Karim表示，这个项目是Pure Gold Jewellers营商模式之延伸，无论是在珠宝业还是房地 产行业，均务求为客户创造意义。 他补充道：“我们的房地产事业就如珠宝业务一样，都是 建立在信任和价值的基础上，两者抱持相同的价值观。” 2023年开始，该公司将全力投入零售和房地产业务，同 时进一步扩大在当前经营领域的影响力，并为现有的产品组 合加入新颖出色的系列，包括以大自然为灵感的珠宝首饰。 Pure Gold Jewelers获选为2023年JWA Dubai大奖特别 版之“年度杰出企业”。Karim表示，该荣誉是对其以客为先 的经营理念的肯定。 他说：“我们希望将这个奖项献给客户。没有他们，我们不 会达到今天的成就。为了满足不断变化的市场需求，我们整 个团队付出了多番努力和奉献，这个奖项就是最佳的明证。” 客人是Pure Gold Jewelers相当重视的一环。该公司 将多样化的首饰品牌推向市场，满足持续变化的 需求，从而在业内稳占一席位。Pure Gold Group 首席执行官兼执行总监Karim Merchant称，他们的业务策略 一直以客户为核心。 Pure Gold Jewelers在2022年呈献各种新猷，为业务注 入强心针，其中包括加强推行客户忠诚度计划，进一步实践 1) PureGoldGroupCEOandManagingDirectorKarimMerchant Pure Gold Group首席执行官兼执行总监KarimMerchant 2) Ring from the Pure Noir Collection and diamond necklace from the Bella Collection The Pure Noir Collection的戒指及the Bella Collection的钻石项链
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