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Wed 21 Jul 2010 11:02 AM

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Pure Gold reports 55% increase in diamond jewellery sales

Chain attributes rise to a series of aggressive in-store promotions, gold price increase.

India-based Pure Gold Jewellers has reported a 55 percent increase in diamond jewellery sales during the first half of 2010 compared to the same period last year.

The retailer, which is one of the fastest growing in the region with 85 stores across Middle East and India, attributed the rise to a series of aggressive in-store promotions.

“We are pleased to report that we had an encouraging first-half sales growth in diamond jewellery because jewellery lovers are more inclined to buy diamond jewellery as the price of gold increases,” said Firoz Merchant, chairman of Pure Gold Jewellers, which has its Middle East headquarters in Dubai.

The company's ongoing participation in this year's edition of the Dubai Summer Surprises has also boosted sales growth, it said.

The retailer is offering discounts through scratch-and-win promotions and selected weekend promotions.

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