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 Merchant, breathed life into an idea that took shape as the first Pure Gold Jewellers store.

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.

Being 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 further 450 stores worldwide. We have strength of 1,500 staff including 180 professionals. By combining the latest design, extensive retail experience, and a range of innovative concepts â€“ Today, Pure Gold Jewellers has developed as a leading jeweller in the Middle East and Asia with two factories in India and one in China, employing over 2,000 craftsmen and professionals, all of which dedicated & qualified to cater to the needs of its fast growing clientele. Thereby having 3500 associates under Pure Gold Group.