Pure Gold Jewellers

Pure Gold Jewellers is a well-established jewellery retailer operating since 1989, with a prominent presence inside Abu Dhabi International Airport's Duty Free Terminal I. Located at the Upper Level Unit 1 kiosk within the airport terminal, this jewellery shop offers travellers and residents alike the opportunity to browse gold, diamond, and precious stone pieces around the clock — the store operates 24 hours a day, making it one of the few jewellers in the region with truly continuous opening hours. The brand is part of the broader Pure Gold Group, chaired by Mr. Firoz Merchant and managed by CEO Mr. Karim Merchant, with corporate headquarters at the HDS Business Centre in Jumeirah Lake Towers, Dubai.

With a 4.3-star rating on Google Maps based on 939 reviews, Pure Gold Jewellers has built a sizable footprint across the UAE jewellery market. The Abu Dhabi Airport Duty Free location caters specifically to international travellers passing through Terminal I, offering an in-store shopping experience alongside a delivery service for customers who prefer to arrange purchases remotely. The company's online store at pugold.com extends its reach beyond the airport, providing delivery across the UAE and worldwide with a buy-now-pay-later option for added convenience.

Jewellery Collections at Pure Gold Jewellers

Pure Gold Jewellers organises its offerings into a wide range of named collections, each with its own design identity. Customers can explore collections such as Pure Sparkle, Floressa, Diana, Fleur, Hayya, Florea, Marvella, Tiera, and Forever — names that reflect the brand's focus on botanical, romantic, and timeless design themes. The Luciana Italian Fine Jewellery collection brings European craftsmanship into the lineup, while the Pure Diamond and Mirage collections cater to those seeking bold, statement pieces. For ethically conscious buyers, the Handmade Lab-Grown Diamonds collection offers an alternative to mined stones. Bridal and special-occasion collections are also available, including dedicated Mother's Day designs.

Jewellery Categories

• Rings — from everyday wear to diamond-set engagement and bridal styles
• Pendants — delicate chains to ornate diamond pendants
• Bracelets — charm bracelets, bangles, and diamond-set cuffs
• Earrings — studs, drops, and charm-style earrings in 18k gold with diamonds
• Necklaces — statement necklaces and layered designs

Current trending items on the website include 18k gold pieces featuring clover, ivy, rosy, and floral charm motifs set with diamonds — available across rings, earrings, bracelets, and pendants, each offered at a 25% discount at the time of cataloguing.

Custom Jewellery & Personalisation Services

Beyond ready-made collections, Pure Gold Jewellers offers a "Create Yours" service that allows customers to design bespoke jewellery pieces tailored to their preferences. The "Piece Of You" personalisation programme adds another layer of customisation, enabling engraving and individual touches that make each item unique. A personalised engraving service is explicitly listed among the brand's core offerings, alongside free gift wrapping — positioning Pure Gold Jewellers as a destination for meaningful, gift-ready purchases rather than purely transactional shopping.

Customer Reviews & Ratings

Pure Gold Jewellers holds a 4.3-star rating on Google Maps with 939 reviews, indicating a generally positive reception alongside some notable criticisms. Positive feedback highlights the helpfulness of specific staff members — one reviewer praised "Catherine and Omar" as "exzellente," while another simply described the experience as "Sehr gut" (very good). These comments suggest that individual staff interactions can significantly shape the customer experience at the airport location.

However, recurring negative themes appear in the review data. The word "betrug" (German for fraud/deception) appears 53 times across reviews, and multiple reviewers have flagged pricing concerns. One Local Guide reviewer, Lukas Häberle, stated plainly: "Abzocke. Die Preise sind 4 mal teurer wie überall anders" — meaning the prices are four times more expensive than elsewhere. The frequency of terms like "rechnung" (bill/receipt, 29 mentions) and references to the airport setting (36 mentions) suggest that some customers feel the duty-free environment leads to inflated pricing compared to city-based jewellers. Prospective buyers should weigh the convenience of airport shopping against potential price premiums and consider comparing prices before committing to a purchase.

Pure Gold Jewellers at Abu Dhabi Airport

The Abu Dhabi Duty Free Terminal I location places Pure Gold Jewellers directly in the path of departing and arriving international passengers. Being open 24 hours a day is a significant advantage for travellers on late-night or early-morning flights when conventional city jewellers are closed. The store offers both in-store shopping and a delivery service, giving customers flexibility in how they receive their purchases. The airport duty-free setting means purchases may benefit from tax-free pricing, though as noted in customer reviews, the overall price level has been questioned by some shoppers who found comparable items cheaper at non-airport retailers.

Social Initiatives & Community Commitment

Under the leadership of Chairman Mr. Firoz Merchant, Pure Gold Jewellers has engaged in extensive social initiatives across the UAE. The company has committed support to organisations including the UAE Genetic Diseases Association, the Mohammed Bin Rashid Al Maktoum Humanitarian & Charity Est., the UAE Ministry of Health's Breast Cancer Control programme, the UAE Red Crescent Society, Dar Al Ber Society, Bait Al Khair Society, the Faraj Fund under the patronage of the Ministry of Interior, the Zakat Fund Abu Dhabi, and several correctional and charitable institutions. This philanthropic engagement reflects a brand that positions itself as contributing to UAE society beyond commercial interests.

Shopping Online & Delivery Options

Through pugold.com, Pure Gold Jewellers offers delivery across the UAE and worldwide, a buy-now-pay-later programme, and the convenience of browsing the full catalogue remotely. The website features new arrivals, trending items, and the complete range of collections with filtering by category. Customers can create accounts, maintain wishlists, and access a store locator to find additional Pure Gold Jewellers locations across Dubai and the wider UAE. Free gift wrapping and personalised engraving are available on online orders, maintaining the same service standards as the physical stores.

Whether shopping at the Abu Dhabi Airport Duty Free terminal or online from home, Pure Gold Jewellers presents a broad catalogue spanning everyday gold pieces to diamond-set fine jewellery, with customisation options and worldwide delivery. Compare Pure Gold Jewellers with other jewellers on Ilistify to find the right fit for your next purchase.