Dubai Department of Economic Development awards Pure Gold Jewellers for offering one of the city's best shopping experiences

The DSES is an initiative on behalf of the Dubai Government aimed at promoting excellence in customer service and recognizing businesses that provide excellent service for their customers.

Pure Gold Jewellers was selected from the pool of large business brands as Dubai's best shopping experience based on a number of criteria, including the appearance of each store location from lighting to the music selection and cleanliness of the venue, the appearance as well as the warmth and friendliness of each staff employee, and the intuitiveness of staff to pick up on customer service needs and address them accordingly.

"We're honored to have received this award considering that we were chosen from a deserving pool in the 'large business base'," commented Pure Gold's Chairman, Firoz Merchant. "Pure Gold Jewellers has had a presence in the region for over two decades and we are proud to represent the best in customer service that the city has to offer."

Each quarter, the DSES sends mystery shoppers into stores across Dubai to assess their quality of customer service in 5 major categories.

The mystery shoppers grade and assess members of the DSES, providing shopping input, scores, and feedback.

Mr. Firoz added that Pure Gold Jewellers is one of the fastest growing jewellery houses in the UAE, with 75 stores, and also caters to customers in neighboring GCC countries in Kuwait, Oman and Bahrain and are in the final phases of expanding into Southeast Asia.

Last year Pure Gold received the 2007 "Best Service Performance Outlet" award by the Department of Economic Development.