Pure Gold Jewellers, one of the major retailers in the Middle East, has rolled out a new store concept design by a London-based international retail design firm. The new modern store design is especially targeted at millennial customers and offers an engaging shopping experience enhanced by technological features, the company said.

Karim Merchant, CEO and managing director of Pure Gold Jewellers, said, “All our outlets will now embrace innovative use of technology through digital screens and interactive tables, taking the shopping experience to a new level. The main objective is to establish an endearing connection with the new generation who are technology savvy, and at the same time, be in touch with our more mature customers. When entering our new shops, customers are led into a world of elegance and modernity where they can browse through our collection with ease. The outlets also feature a delicate colour scheme, and the lighting presents our exquisite jewellery pieces in the best possible light.”

The first Pure Gold Jewellers store to adapt the new design concept is the latest store in Manar Mall, Ras Al Khaimah. All other existing stores and soon-to-be-opened shops will also follow the same designs and features.

In line with Diamond Producers Association’s (DPA) “Real is Rare, Rare is Diamond,” campaign aimed at the younger generation offering them genuine and real products, Pure Gold Jewellers’ new store design also offers a “real shopping experience” that is appealing to the modern generation, the company said.

“The new stores are built using natural and sustainable materials in line with today’s changing retail environment. This will enhance consumer demand for and confidence in our services,” Merchant added.

Pure Gold Jewellers is an award-winning jewellery retailer and one of the fastest-growing jewellery brands with 125 stores in the UAE, GCC (Gulf Cooperation Council) and the Asia-Pacific region. It is the only “D-certified” World Diamond Mark authorised diamond retailer in the GCC region.

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