Pure Gold Jewellers is the realization of a dream and the fulfilment of a vision: to create a brand that consistently delights the customer with excellence and innovation. It all began two decades ago in 1989, when Firoz G. Merchant, breathed life into an idea that took shape as the first Pure Gold Jewellers store.

Within a short period of time Mr. Firoz G. Merchant, with his high held vision and a wealth of experience in the bullion business expanded the Retail Network of Pure Gold. Mr. Karim Merchant, Managing Director and CEO of Pure Gold Jewellers, with his aggressive strategies and the support of his Father & Founder, Mr. Firoz G. Merchant, has continued the legacy of Pure Success, Pure Innovation & Pure Leadership.

Being over 2 decades in the market, Pure Gold jewelers has matured over the years with 100 stores in the Middle East and India, 1,000 staff including 120 professionals in the Gulf Region itself. By combining the latest design, extensive retail experience, and a range of innovative concepts – Today, Pure Gold Jewellers has developed as a leading jeweller in the Middle East with two factories in India and one in China, employing over 1,500 craftsmen including 200 professionals, all of which dedicated & qualified to cater to the needs of its fast growing clientele.