Honouring generations of families, the Emirati jewellery company gives back with a symbolic Classic Trio of gemstones, a heartfelt tribute to unity, legacy and togetherness
Dubai, United Arab Emirates
As the UAE marks the Year of the Family, a national initiative launched under the leadership of His Highness Sheikh Mohamed bin Zayed Al Nahyan, President of the United Arab Emirates, Pure Gold Jewellers is commemorating the occasion with a meaningful gesture that honours the families who have grown alongside the brand.
Deeply rooted in the UAE’s retail landscape for decades, Pure Gold Jewellers is a proudly Emirati company that has been part of some of life’s most cherished moments from weddings and anniversaries to traditions passed down through generations.
Beginning 1 January 2026, Pure Gold Jewellers will offer every customer a complimentary gemstone gift set with each purchase at any of its stores in the UAE, reinforcing the brand’s commitment to giving back during a year dedicated to family values.
The initiative aligns with the spirit of the Year of the Family, a UAE government initiative championing unity, shared values and strong family bonds, and translates its message into a tangible symbol of appreciation and connection.
The gift features a thoughtfully curated Classic Trio of gemstones, beautifully packaged in a keepsake box, with each stone carrying a profound meaning. Rose Quartz represents love and compassion, the emotional foundation of every family; Amethyst symbolises peace and clarity, reflecting understanding across generations; and Clear Quartz stands for harmony and unity, the strength that holds families together. Together, the trio embodies the enduring values of love, peace and harmony.
“At Pure Gold Jewellers, jewellery has always represented more than adornment – it carries memories, emotions and legacies,” said Karim Merchant, CEO of Pure Gold Jewellers. “As a UAE-born company built on trust and long-standing relationships, we are proud to celebrate the families who have supported us over the years. This initiative is our way of honouring their stories and reaffirming our belief that family, togetherness and shared values are what truly endure.”
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