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RAPAPORT... Pure Gold Jewellers became the first jeweler to adopt and introduce the World Diamond Mark's Authorized Diamond Dealer® (ADD) program across its retail network in the United Arab Emirates (UAE) and India.
Alex Popov, the chairman of the World Diamond Mark Foundation, said that by adopting the ADD program, Pure Gold Jewellers marked a significant milestone. "With the Pure Gold Jewellers applying the ADD principles and programs in its stores, we will be able to greatly improve the reputation of and demand for high-end diamond jewelry, increase the knowledge and awareness of diamonds and diamond jewelry among consumers, and enhance the desirability of diamonds and diamond jewelry," he said. "It is not a coincidence that we're launching the ADD program in the UAE and the Gulf countries. The Gulf region is a vibrant growth area for jewelry consumers that will be well served by a body that helps increase consumer confidence in diamonds and diamond jewelry," he said.
Karim Merchant, the CEO of Pure Gold Jewellers, added, "We are happy to be the very first adopter of the ADD programs. We look forward to supporting the World Diamond Mark in designing and implementing its promotional campaigns and events in the UAE and India. In practical terms, this means that Pure Gold Jewellers will be endorsing and recommending the World Diamond Mark to our customers, business contacts and industry organizations in the UAE, the Gulf 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 was founded in 1989 by Firoz Merchant. The company operates two large jewelry factories in India and China and 130 stores across Asia and the Middle East, with plans to open another 200 stores in the coming years.
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