Pure Gold receives best brand honor for the 2nd year from Dubai government

The DSES is an initiative aimed at promoting excellence in customer service in the emirate and recognizing businesses that provide excellent service for their customers.

Pure Gold Jewellers was chosen from 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 instantly.

According to Pure Gold Jewellers Founder and Chairman Firoz Merchant, the DSES recognition was a result of their perpetual teamwork 'including the highest level of management to the lowest organizational unit.'

The company's management instills in their staff a sense of ownership and belonging by making them feel that Pure Gold Jewellers' success is also their success. Merchant explained that every staff is considered an ambassador of Pure Gold Jewellers.

"It has been an amazing month for us. We received two honors - both of which as top brand in customer service - in the span of 10 days. We share these recognitions with the management and staff of Pure Gold Jewellers, our suppliers, our bankers, and, most important of all, our valued customers who have remained loyal with us throughout the years," Merchant added.

On May 17, Ethos Consultancy publicly announced the results of its retail benchmarking survey which put Pure Gold Jewellers as the 'overall best performing brand' over more than 115 brands, including its competitors and renowned global brands.

He further said the company will continue to support DSES and will further strive to raise the customer service standard in Dubai.

"I also would like to express my deepest gratitude to the government of the UAE for continuously introducing guidelines and policies that have strengthened the jewellery sector in particular and the retail industry in general," Merchant added.