First Jewelry Retailer Adopts WDM's Authorized Diamond Dealer Program

(IDEX Online News) – Dubai-based Pure Gold Jewellers has become the first jewelry retailer to adopt and introduce the World Diamond Mark's Authorized Diamond Dealer (ADD) program.

Pure Gold Jewellers, which operates more than 100 jewelry stores in the UAE and India, says it will be implementing the ADD programs “to enthuse consumers and enhance their buying experience.” The agreement was signed with Pure Gold Jewellers CEO and managing director Karim Merchant during the recent inaugural World Diamond Conference in India.

"We are happy to be the very first adopter of the ADD programmes,” said Merchant. “We look forward to supporting the World Diamond Mark in designing and implementing WDM's promotional campaigns and events in the UAE and India. In practical terms, this means that Pure Gold Jewellers will be endorsing and recommending the WDM to our customers, business contacts and industry organizations in the UAE, the GCC countries and India. In addition, we will be engaging the governmental and jewelry trade organizations as well as retail associations for local support," he stated.

Pure Gold Group operates two large jewelry factories in India and China, runs 130 stores in Asia and the Middle East and plans to open another 200 stores in the coming years.

The World Diamond Mark Foundation (WDMF) was established in 2012 by the World Federation of Diamond Bourses to promote consumer confidence in diamonds through various activities including the creation of generic marketing. Its Authorized Diamond Dealer (ADD) accreditation program aims to increase the reputation, brand value and revenue of jewelry retailers.