About

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Firoz Merchant grew up in a family of modest means in India. He was one of nine children in a family of six boys and three girls. His father Gulam Hussain, was a real estate broker and his mother Malekbai was a housewife. The family’s real estate business often did not do well and they led a hand-to-mouth existence.

When Firoz was 11 years old, he discontinued his education to support his father in the day-to-day running of the business. Gradually, learning from his father, he was able to grow the family business.

After his marriage, he decided to visit Dubai for honeymoon with his wife Rozina. In Dubai, he was mesmerized by the Gold Souk and he felt a connection to the country and the gold trade. After he left Dubai, he expressed his desire to his father to move to Dubai and try his hand at the gold business. Though initially hesitant, his father eventually gave him his blessings and thus began the next phase of Firoz Merchant’s life.

Firoz Merchant is the Founder and Chairman of Pure Gold Group, a multi-national company comprising Pure Gold Jewellers, La Moda Sunglasses and Pure Gold Properties. Pure Gold Group was established by Firoz Merchant in 1989 in Dubai and today the company has presence in GCC, Asia and Asia Pacific.

Firoz Merchant’s story is that of a determined entrepreneur who never gave up on his dreams in spite of many hardships since youth.

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