Firoz Merchant moved to Dubai in 1989 to set up his own gold trading business, Pure Gold Jewellers. Today the chain has 85 stores across India and the Middle East as well as two jewellery manufacturing factories in India and in China, employing over 1,500 workers.
The company has also branched out into property, with a development in Ajman, and retail with its La Moda Sunglasses division.
Merchant is also involved in the local community through the Red Crescent Society, the Sheikh Mohammed Bin Rashid Al Maktoum Charitable Trust and Bait Ul Khair.
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