Pure Gold reached highest sales record during DSF

According to Firoz Merchant, Chairman of Pure Gold Jewellers one of the key players in the industry and an active member of Dubai's Gold and Jewelry Group, "this years growth is reflective of the increase in the level of trust and confidence the industry has cultivated in the general market."

"Stakeholders in the gold business have seen attractive return in their investments as the current commodities market situation is putting once more its confidence in gold as the consumers' ultimate investment tool," Merchant added.

Meanwhile, Dubai's Gold and Jewelry Group has posted an increase of 22 per cent in sales of Dhs 450 million during this year's DSF. The figure is considered to be one of the most impressive in the history of the group since its inception in 1996.

"We are positive that the growth would continue to sustain itself in an even aggressive level in the coming years. More than ever, consumers are appreciating gold and jewelries as a very reliable investment alternative."

"A new trend where gold investment is regarded as a safe haven is likewise being strongly welcomed by consumers," Merchant added.

Merchant has also pointed out that the "consumers buying attitude towards gold has evolved dramatically through the years. And this has pertinently influenced market demands and the response of players in the industry."

Moreover, the active involvement of important players and the overwhelming response of the general public in the DSF promotional activities have also contributed significantly in gold's successful performance this year.