Dubai – Mubasher: L'azurde, the Saudi-listed gold and jewellery designer, manufacturer, and distributor, on Wednesday announced signing a strategic partnership agreement with Pure Gold Jewellers.

Under the partnership, L'azurde will be able to sell its gold jewellery designs through Pure Gold Jewellers retail stores network across the GCC, according to a company statement.  

The agreement was signed in Dubai by Selim Chidiac, L'azurde’s CEO, and Karim Merchant, Pure Gold Jewellers’ managing director and CEO on 12 October, L'azurde revealed.

"The UAE jewellery market is one of the leading and most promising jewellery markets in the world,” said Chidiac.

“We are pleased to have confirmed this agreement with Pure Gold Jewellers and firmly believe that the partnership will contribute further to L'azurde's business and the future potential for further growth and success,” the top official added.

Similarly, Merchant lauded the introduction of L'azurde gold jewellery collections to his company’s stores.

Merchant added that the agreement will enable Pure Gold Jewellers’ customers to meet “jewellery needs in diamond or gold jewelry products”.

Based in Dubai, Pure Gold Jewellers has over 120 stores across the Middle East, including the UAE, Oman, Kuwait, Qatar, Jordan, KSA, Bahrain, Sri Lanka, added to 200 stores in India.