Dubai jewellery retailer Pure Gold Jewellers has reported a 55 per cent increase in diamond jewellery sales during the first half compared to the same period last year.

The sales growth is attributed to the aggressive in-store promotions that the retailer launched since the beginning of the year targeting jewellery lovers, said a senior official.

“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. We have seen customers stock up on diamonds or precious stone jewellery as gifts or for themselves,” said Firoz Merchant, chairman of Pure Gold.

According to him, the group offered jewellery that caters to all ages, nationalities and income levels.

“We are privileged to have buyers from different parts of the world including UAE nationals, residents and tourists. We have broad base of loyal customers and fortunately new customers are also discovering the great value we offer on our products,” he added.

The company’s ongoing participation in this year’s edition of the Dubai Summer Surprises has also boosted sales growth. The retailer is offering up to 100 per cent discount on Pure Diamond Jewellery collection through a scratch and win card.

Special weekend promotions are also offered, giving customers special deals on selected items, Merchant said.-TradeArabia News Service