Pure Gold Jewellers, that has been consistently ranked as a Superbrand by UAE Superbrand Council for five consecutive years since 2009 hosted a senior level meeting with De Beers to discuss diamond trading in the Middle East. The delegation was received at Pure Gold Jewellers corporate office in Jumeirah Lakes Towers in Dubai, one of the most prominent global diamond trading hubs in the world. Karim Merchant, CEO, Pure Gold Jewellers had said that the initiative by De Beers to send a senior level delegation to Dubai will help in increasing awareness and understanding to further develop the Middle East diamond retail business.