Pure Gold Launch Store Design Targeted at Millennials

(IDEX Online News) – Dubai-based, World Diamond Mark certified jeweler Pure Gold has announced the roll-out of a new store concept, particularly targeted at Millennial customers.

The company’s first store to adapt the new concept design, devised by a London-based international retail design firm, is the latest store in Manar Mall, Ras Al Khaimah. All other existing stores and soon-to-be-opened stores will also follow the same designs and features.

Pure Gold said that its campaign was aimed at Millennial consumers following the launch of the Diamond Producers Association’s (DPA) “Real is Rare. Real is a Diamond” tagline – offering genuine and real products. It emphasized that its new stores will all be built using natural and sustainable materials.

“The main objective is to establish an endearing connection with the new generation who are technology savvy, at the same time being in touch with our more mature customers,” said Pure Gold Jewellers CEO & MD Kerim Merchant.

“When entering our new shops, customers are led into a world of elegance and modernity where they can browse through our collection with ease.”