Pure Gold
Building on over 35 years of success in the gold and diamond business, Pure Gold Real Estate Development emerged to translate the Pure Gold Group’s commitment to quality and trust into the property sector. Since delivering its first tower ahead of schedule in June 2023, the developer has earned a reputation for boutique residential projects that blend contemporary design, dependable handovers and value-driven pricing.
Roots, Founding & Vision
Parent Company
Pure Gold Group, established in 1989 and renowned across the Middle East for Pure Gold Jewellers’ craftsmanship and integrity.
Developer Launch
Under the leadership of Mr Firoz Merchan, Pure Gold Real Estate Development was founded to leverage the group’s family-owned credibility and deliver “quality, boutique, contemporary residential units at value-for-money price points” (PURE GOLD LIVING).
Philosophy
“Our focus was and will continue to be solely on delivering on our promises,” says CEO Karim Merchant, emphasizing long-term vision over gimmicks (Gulf Business).
Business Divisions & Capabilities
Residential Development
Boutique towers with 1–3 bedroom layouts, gallery-style lobbies and rooftop amenities.
Design & Construction Oversight
Collaboration with specialist architects and in-house project management ensures craftsmanship consistency.
Sales, Finance & Concierge
Flexible payment plans, mortgage guidance and post-handover concierge to streamline ownership.
Investor Relations
Transparent communications, on-time delivery track record and targeted rental-yield benchmarks appeal to end users and investors alike.
Signature Masterplans & Flagship Projects
PG Upperhouse
Jebel Ali Village
1 BR apartments
July 2022
June 2023 (Property Finder)
PG Upperhouse set the tone by handing over its first tower two months ahead of schedule in June 2023, showcasing Pure Gold’s commitment to reliability (Gulf Business).
PG One Apartments
Al Furjan
Studio–3 BR apartments
Oct 2023
Q4 2025 (off-plan) (Property Finder)
PG One Apartments and PG Maison expand the developer’s footprint in Al Furjan, offering contemporary finishes, sky lounges and pocket gardens designed for both living comfort and strong rental yields.
PG Maison
Al Furjan
2-BR apartments
May 2024
Q4 2026 (off-plan) (Property Finder)
Milestones & Growth
1989
Pure Gold Group founded (Pure Gold Jewellers)
2020
Initial planning and land acquisition for real-estate arm
July 2022
Launch of PG Upperhouse (first off-plan sales)
June 2023
First handover delivered ahead of schedule (PG Upperhouse) (Gulf Business)
Oct 2023
Sales launch of PG One Apartments
May 2024
Sales launch of PG Maison
2025–26
Delivery phases for PG One (Q4 2025) and PG Maison (Q4 2026) (Property Finder)
Why Pure Gold Real Estate?
Heritage of Trust
Backed by a family-owned jewellers business renowned for integrity and quality over 35+ years.
Boutique Focus
Limited-scale projects ensure attention to detail, premium finishes and bespoke amenity programming.
On-Time Delivery
Proven track record of early or on-schedule handovers builds buyer confidence.
Value-Driven Pricing
Competitive payment plans lock in today’s prices, with strong projected net yields in the 6–8 percent range.
On the Horizon
Completion of PG One Apartments (Q4 2025)
Introducing sky gardens, fitness hubs and canal-view terraces.
Completion of PG Maison (Q4 2026)
Expanding Al Furjan portfolio with refined two-bedroom layouts and enhanced podium leisure areas.
New Boutique Launches (2025+)
Additional mid-rise towers in Jumeirah Village Circle and Dubai Maritime City, continuing the developer’s signature blend of design, dependability and value.
Contact us to Know More About Pure Gold Real Estate Development OFF-Plan Properties For Sale
With a jewellery heritage built on trust and a developer ethos founded on delivery excellence, Pure Gold Real Estate Development stands out as Dubai’s boutique choice—where every detail shines as brightly as the group’s original gold craftsmanship.
