Pure Gold Jewellers launches new diamond collection Trillium

Presented in 18K white and yellow gold, every piece in the collection is set with the finest cut diamonds in scintillating trilogy setting.

"Trillium collection is for the discerning women who understand and appreciate subtle elegance. The line carries the iconic trilogy theme in innovative designs and setting."

said Karim Merchant CEO and Managing Director at Pure Gold Jewellers.

"Given the importance of the Dubai International Jewellery week for the trade and customers, we believe it's only apt that we launch Trillium during the event," he added.

Diamond trade in the UAE has witnessed tremendous growth in the past few years with trade volumes expected to touch to $13.5bn this year, up from $11.5bn in 2007 according to latest analysis from DMCC.

Also The Dubai Chamber of Commerce and Industry expected retail diamond jewellery sales in the Gulf reaching about $2bn a year.

Raha Moradi, Project Manager for Dubai International Jewellery Week said, "This show is an ultimate event that showcases priceless jewellery pieces. Trillium was one of the highlights on the showfloor at Collection this year."

Pure Gold Jewellers' diamond business has been continuously evolving since it was founded two decades ago.

"We have achieved many of our objectives, such as penetrating the retail sector. Our focus now is to enhance diamond retail business in UAE, GCC and the Far East with more strategic brand positioning as well as product offerings. As part of our strategic move, we will have 100 outlets across the region by the first quarter of next year, " added Merchant.

Pure Gold Jewellers is a major player in the region's local and international jewellery retailing.

Currently, the jewellery chain has 75 stores in the Gulf region.