Firoz Merchant

Ever since launching the multinational jewellery retail group headquartered in Dubai, Merchant has reportedly scaled it to more than 170 outlets with a strong footprint across the GCC and South Asia, making Pure Gold Group one of the region’s most recognisable names in jewellery retail.

His growth strategy combines aggressive retail expansion with vertical integration, Pure Gold not only retails jewellery but also exercises control over sourcing and manufacturing, enabling it to offer competitive pricing while maintaining craftsmanship, quality, and brand consistency across its many outlets. Merchant is also well known for his philanthropic efforts. Over the years, he has been involved in numerous charitable acts and initiatives across the UAE and beyond, including his programme to free prisoners jailed for debt.