Dubai Economic Department calls on the jewellery sector to adopt service industry standsards
AME Info (press release), United Arab Emirates
In an award ceremony initiated by the Department of Economic Development, the UAE’s premier retail jeweler, Pure Gold, won the coveted ‘Best Service Performance Outlet’ in the jewellery category.
Dubai is becoming the regional epicenter for jewellery purchasing for Middle Eastern, African, Asian and European customers and in an attempt to encourage the commodity sector to adopt service industry standards, Dubai Economic Department audited commodities firms on their customer handling, sales care and post sales warranty schemes. This year’s Dubai Service Excellence Scheme (DSES) has chosen Pure Gold Jewellers in Gold Souk to win the coveted ‘High Service Performing Outlet’ award
Kenneth Smith Johnes, retail analysist at McFadden Global Consultancy underlined that the new Scheme introduced by the government will boost Dubai’s competitiveness against Turkey and India which both hold a strong share in the consumer oriented commodities sector.
Johnes said ‘After seeing the Sari trade move from Mumbai to Dubai we now see the new trend being buying jewelry in Dubai. In the last few years we have seen great competition in the retail segment in the commodities market in the region. However competition is often focused on price and design yet the consumer now wants more, – the consumer now expects royal treatment regardless of the money spent on any jewelry outlet as price and design choices are wider than ever before.’
The award ceremony event announced that the Pure Gold Jewellers stores were the only retail outlets which combined all the aspects for superior customer experience. The award recognized Pure Gold Jewellers for its excellence in areas such as customer acknowledgement by staff, availability of products, and staff knowledge about products and the attitude of the cashier.
Mr. Khalid Ibrahim Al Kassim, Deputy Director General for Planning and Development said ‘The retail business in Dubai is a driving factor for its economy and the Dubai Service Excellence Scheme has been designed to recognize those companies that realize customer service and satisfaction is an integral part of what makes Dubai the worldwide landmark that it is. This year, the Pure Gold Jewellers store in the Gold Souk has demonstrated notable service excellence and DSES is pleased to commend them for the achievement.’
The Dubai Service Excellence Scheme is an initiative of the Government of Dubai, Department of Economic Development aimed at promoting excellence in customer service and recognizing businesses that provide excellent service for their customers.
Firoz Merchant, Chairman of Pure Gold Jewellers said: ‘Our commitment is to offer everyone an equal service experience across all of our retail outlets. This accolade not only reinforces our commitment but also acknowledges the government’s effort to recognize businesses that continuously strive to achieve excellence in customer service.’
‘At Pure Gold we have faith in our recruitment processes and training programs. Jewellery business is not anymore a design or price business or investment, but experience. Understanding this process allowed us to become one of the largest jewelry retailers in the country.’
From humble beginnings as bullion traders in 1989, Pure Gold has become a major player in the region’s local and international jewellery retailing. Pure Gold is now one of the fastest growing jewellery houses in the UAE and is also catering to customers in neighboring GCC countries in Kuwait, Oman and Bahrain.
