Started in 1989, when Firoz Merchant breathed life into an idea that took shape as the first Pure Gold Jewellers store, it is a realisation of a dream and the fulfilment of a vision. This has led to the creation of a brand that constantly delights customers with excellence and innovation.Within a short period of time, Mr. Firoz 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 Merchant, has continued the legacy of Pure Success, Pure Innovation & Pure Leadership.With over 2 decades in the market, Pure Gold Jewellers has matured over the years with more than 125 stores in the Middle East and Asia. We are also in the process of opening 200 further stores worldwide by 2018. By combining the latest design, extensive retail experience, and a range of innovative concepts, today, Pure Gold Jewellers has become a leading jeweller in the Middle East and Asia with 2 factories in India and 1 in China, employing over 2,000 craftsmen and professionals, all of whom are dedicated & qualified to cater to the needs of its fast growing clientele.