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Pure Gold Jewellers is an award-winning jewellery retailer with 100 stores across the Middle East, in the UAE, Oman, Kuwait, Qatar and Bahrain, and in India

History
Founded by Indian expatriate Firoz Merchant in 1989, the first Pure Gold Jewellers store was established in Dubai. Merchant has focused on gradually expansion of the brand’s retail network, so that as of July 2011, Pure Gold Jewellers has 100 stores across the Middle East: in the UAE, Oman, Kuwait, Qatar, Bahrain and India. The company entered the Indian market in 2010 and has plans to open 200 stores in the country by 2015. Pure Gold Jewellers employs more than 1000 retail staff across the globe and also owns two jewellery manufacturing factories in India and in China, employing over 1,500 workers.

Awards
Pure Gold Jewellers has received the "Best Service Performance Brand" award in the large business category for three consecutive years - 2007-2008, 2008-2009 and 2009-2010 - 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 international consultancy Ethos Consultancy for the year 2009 and 2010. “Pure Gold Jewellers was chosen from a number of criteria, including the appearance of each store location from lighting to the music selection and cleanliness of the venue, the appearance as well as the warmth and friendliness of each staff employee, and the intuitiveness of staff to pick up on customer service needs and address them instantly.”

About the founder
Firoz Merchant, the founder and chairman of Pure Gold Group, was born in India. He moved to Dubai in 1989 and set up his own gold and diamonds trading business under the brand name Pure Gold Jewellers. Merchant is a visible presence in the large Indian diaspora in the UAE. He has been involved in a number of philanthropic activities that have provided help and support for various communities. Merchant has been voted one of the most influential Indians in the GCC by business weekly Arabian Business in 2010

Corporate Social Responsibiity
Pure Gold Jewellers corporate social responsibility has been focused on philanthropy, in conjunction with the UAE government. Organisations that have benefited from the company’s CSR policies include the Red Crescent Society, the Sheikh Mohammed Bin Rashid Al Maktoum Charitable Trust, Bait-ul-Khair, the Education Ministry, and the Health Ministry, among many others. Firoz Merchant has also contributed towards Corrective Institutions in order to release prisoners belonging to various nationalities jailed for debt cases in the UAE