First and only jeweller in the Middle East retail industry to be certified

Pure Gold is the first and only corporate in the jewellery retail industry in the Middle East to have complied to and achieved such accreditation.

The process to achieve ISO 9001:2000 was successfully completed early May 2004 and was certified by KPMG, a global leader in professional advisory services.

Suresh Shah, KPMG partner for Middle East and South Asia Certification Services who presented the certificate to Pure Gold Chairman Firoz Merchant said that the ISO 9001:2000 certification is awarded only to companies demonstrating unwavering commitment to further improve business and increase level of customer satisfaction.

Pure Gold accreditation is a milestone in the history of jewellery business in the Middle East, being the first and only retailer company who have initiated and given such accreditation. It is a significant move benefiting not only individual customers who are assured of internationally standardized quality of service but the local jewellery industry as well in terms of promoting a basic platform to which corporates involve in the business must comply to.

"Pure Gold achievement is a milestone towards business excellence and its highest commitment towards consistent quality of its product and services" added Shah.

Receiving the certification, Merchant remarked: "We are delighted to be the pioneer company to receive ISO 9001:2000. Being successful in achieving this certification provides our customers and business partners a confident edge for assured product and service excellence. It demonstrates Pure Gold's commitment to quality which helps ensure continual improvement of our products and services and market competitiveness globally."

Through KPMG's guidance, Pure Gold started its quest for excellence by developing quality management systems and implemented it in line with ISO standard requirement. The company's organizational vision and objectives are streamed to all levels of management hierarchy and are measured through a series of internal audits to ensure that operations are carried out efficiently and effectively. Employees at all levels are trained on standard requirements to meet customers' needs and satisfaction.

"We believe in continual improvement and by adhering to best industry practices, our clients are assured that only the best can be expected from us—a commitment of trust and confidence to our valued clientle. ISO accreditation provides a methodology to effectively implement our objectives as a company and these objectives include an approach to consistently address ourselves with the changing market needs," concluded Merchant.

Pure Gold Jewellers, as one of the key players in the gold and jewellery industry has been actively making its presence felt in the local market. Apart from the ISO accreditation, it has recently been named Star Performer by the Dubai's Gold and Jewellery Group for being one of top performing jewellers in Dubai.