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With the conclusion of this year''s 65-day Dubai Summer Surprises (DSS), the Dubai jewellery industry remained poised as a leading force behind the tremendous success of this year''s net earnings, with an estimated AED 500 million in jewellery sales alone. Among the strongest DSS players included Pure Gold Jewellers, whose overall 60% growth in sales over last year''s DSS can largely be accredited to their exclusive diamond promotion that resulted in one of their most successful promotions to date.
 
"Although most of the market offered discounts on gold this year, Pure Gold Jewellers turned the spotlight on diamonds since we felt it important to offer consumers the exclusivity and high value they came to Dubai in search of but with competitive savings to match their expectations during the DSS," said Mr. Firoz Merchant, Chairman of Pure Gold Jewellers.
 
The Pure Gold Jewellers DSS promotion offered up to 60% discounts on one of their most popular diamond collections, Pure Diamonds, with an additional AED 500 gift voucher for purchases of AED 1999 or more.
 
Recognized this year by the Dubai Department of Economic Development with the award for Best Service Performance Brand in Dubai''s large business category, Pure Gold Jewellers has become a favorite amongst consumers regionally for their lifetime repair policy, exchange guarantee, and 100% certification for all of their pieces.
 
"The unique customer service experience and overall lifetime quality that underlines our brand remained the true selling point for Pure Gold Jewellers'' this summer. Despite the exciting promotions and savings we offered, consumers in the end shop for bottom-line reassurance that investing in a diamond, regardless of price, will last them forever," added Mr. Merchant.
 
Looking ahead, Pure Gold Jewellers has plans to launch an entirely new line of high-end, luxury diamonds that will be featured during the 2008 Dubai International Jewellery Week where customers can come have a look for themselves.
 
"In addition to the unique designs the upcoming collection will offer, Pure Gold Jewellers took into consideration the long-term benefits of investing in diamonds at the moment, which not only inspired the timing of the launch, but our DSS promotional choice as well. Diamonds hold their true value, appreciating with time and remaining a solid measure against a volatile dollar and oil prices. Now is a wonderful time to explore the variety of diamonds Dubai has to offer and invest while prices are competitive," commented Pure Gold Jewellers'' Managing Director and Chief Executive Officer, Mr. Karim Merchant.
 
The award-winning jewellery retailer has already projected that with the success of DSS and plans to expand throughout the region and the Asean market before the end of 2008, second half earnings for 2008 will bring even greater returns than anticipated, overshadowing their highly successful 50% growth during the first half of the year.

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