Pure Gold opens at Changi

Emirates-based Pure Gold Jewellers has opened the doors of its new store at Singapore’s Changi Airport.

The store, the first Middle Eastern jeweller to be granted space at the airport, is located in the duty-free departure area of Terminal 1.

Pure Gold says it designed the boutique with a luxury feel to create a comfortable shopping environment and position the brand as upmarket.

Pure Gold is a private family-owned business founded 20 years ago which now has more than 125 stores in the Middle East and Asia. It plans to open a further 200 by 2018, selling products sourced from its factories in China and India.

Chairman and founder Firoz Merchant said Changi airport is one of the busiest and best performing airports in Asia and opening inside airport terminal is a big boost to Pure Gold’s travel retail business.

“This achievement is in line with our plans to become the largest travel retailer in jewellery globally. Passengers passing through Singapore Changi International Airport can now choose from our extensive range of gold, diamond, pearls, precious and semi-precious gemstone jewellery in the latest styles and best prices.”

Pure Gold already has a strong duty free business in the Middle East, operating at all terminals in Kuwait and Abu Dhabi international airports, and within the duty free retail facilities in Jordan, Kuwait, Muscat, Dubai and Sri Lanka.