Dubai, UAE; January 08, 2011: Award winning jewellery retailer, Pure Gold Jewellers has introduced a special edition of diamond crusted heart pendants in white and yellow gold as a perfect way to express one's love on Valentine's Day. The elegant new collection features a quarter carat solitaire in a heart shaped gold pendant on a beautiful gold chain, both 18 kt ; and also another pendant with interlinked hearts, finely crafted with several diamonds. Affordable and exquisite, the new collection is the best romantic token of love for this Valentines' Day.

Talking about the collection, Karim Merchant, CEO & MD of Pure Gold Jewellers said: "Valentine's Day is a special occasion to show how much you care for your loved one and what better way to do it than with a diamond, the eternal symbol of love. Our special edition Valentine's Day diamond pendants are beautifully crafted and heart shaped, which is also an image of love. As a gift, it will serve as a thoughtful reminder of how much one is loved and cherished.

"We want to make Valentine's Day a unique memorable occasion for all and we have taken care that the collection is distinct and affordable. Customers can choose from two different designs, price ranges and opt for white or yellow gold."

The quarter carat solitaire pendant in the collection comes in white or yellow gold and is priced at AED 1,199 only. The beautifully cut quarter carat round diamond is encrusted on a 2.5 grams heart shaped gold pendant.

The pendant with the interlinked hearts, features several beautiful diamonds and is priced at a stunningly affordable price of AED 399. It also comes in 18 kt white or yellow gold.

The quarter carat diamond pendant carries a certificate from International Diamond Laboratories as a mark of its quality and authenticity.

The special edition Valentine's Day collection is currently available from all Pure Gold Jewellers outlets in the UAE, Bahrain, Oman, Kuwait and India.

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About Pure Gold Jewellers:
Pure Gold Jewellers is an award winning customer service jewellery retailer. It is now one of the fastest growing jewellery brands in the region, with 85 stores across Middle East and India.

Pure Gold Jewellers is a recipient of the "Best Service Performance Brand" award in the large business category for three consecutive years - 2007-2008, 2008-2009 and 2009-2010 - under the Dubai Service Excellence Scheme (DSES) of the Dubai Department of Economic Development.

The company also topped in the 'Best Customer Service' category in the UAE jewellery sector in an annual study by international consultancy Ethos Consultancy for the year 2009 and 2010.

For further info, please contact:
Lisa George
Iris Public Relations
Dubai, UAE.
Mobile: 0508718561.
E-mail: lisa@irispr.net

© Press Release 2011