Shop for timeless pure gold jewellery, diamonds and gemstones at Pure Gold luxury jewellery shop, Nakheel Mall. Founded by Indian expatriate Firoz Merchant in 1989, the first Pure Gold Jewellers store was established in Dubai. Merchant has continually developed the brand since, with over 125 stores in the UAE, Oman, Kuwait, Bahrain, Qatar, Saudi Arabia, Jordan, Sri Lanka, Maldives and India. Expect first class 18k  original Belgian cut diamonds set on yellow and white gold and an extensive bridal collection.