Pure Gold Jewellers rolls out new concept stores in UAE, Kuwait & Oman


July 11, 2018 | By RetailME Bureau

Dubai-based jewellery retailer Pure Gold Jewellers has opened seven new concept stores in the UAE, Kuwait and Oman. The new stores in the UAE are located in Al Ain Mall, World Trade Centre and Yas Mall in Abu Dhabi; Sahara Centre and Central Souk in Sharjah; City Centre Ajman. In Kuwait it is at the new Al Kout Mall and in Oman at City Centre Sur, adding to the existing portfolio of Pure Gold Jewellers 150 stores in the Middle East and Asia.

Commenting on the new openings, Karim Merchant, group CEO & managing director of Pure Gold Group, says, “We continue to invest in the future of the region’s gold and jewellery business believing that an upward trend is inevitable in the economic cycle even though worldwide jewellery demand in the first three months of 2018 fell by one per cent from the first quarter of 2017 according to the World Gold Council.”

“Both the UAE and Kuwait are global destinations for luxury retail and are incredibly important markets for us to attract gold and jewellery aficionados from around the globe. Oman too is seeing major investments in the luxury goods industry and has great potential for the jewellery business. We have invested over $10 million in these new stores to provide a more immersive retail experience to our customers and showcase our exquisitely crafted jewellery in an intimate setting,” he adds.

Designed by one of London and Dubai’s most prestigious luxury design consultancy, the stunning new stores feature a modern, stylish and minimalist boutique concept. The store elements and branding has been mastered to look drastically different from the ‘traditional jewellery store’ layout.

The store space focuses on a curated selection of products ranging from unparalleled premium diamond collections to intricately designed 18-karat and 21-karat handcrafted Italian gold jewellery in trendy, fashion-forward and elegant classic designs, delivered in a stimulating, contemporary setting.

“Our new stores also provide a preview of our forward-looking interior identity. It showcases a glamorous satin-brass detailed showroom entrance with halo illumination, sleek distinctive store windows, innovative luminous frosted glass display frames, elegant wall cabinets and bespoke lighting combined with luxe interior décor accented in soft gold taken from the branding,” Merchant states.

The stores are also equipped with experiential tables allowing customers, especially millennials to interact and engage with jewellery with the help of augmented reality, further elevating their shopping experience.

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