PURE Gold launched an 18-karat gold diamond collection, Pure Sparkle in the Middle East. Pure Gold surveyed consumers and found they expressed preference for value-based brands as opposed to the more expensive luxurious brands. The collection is aimed at price conscious consumers, most of whom are professional women. The line features diamond rings, diamond earrings, and diamond pendants set in 18-karat white or yellow gold. The company Pure Sparkle will be featured exclusively at Pure Golds 25 plus stores around the United Arab Emirates (UAE.)

"With the Pure Sparkle collection we want to move away from the inaccessible luxury stigma often tied to diamonds. We want to make diamond jewelry available to women of all walks of life," said Firoz Merchant, Chairman of Pure Gold. "Glamorous diamonds have become more fashionable among younger women, who until recently preferred discreet silver and white gold," he observed.

With rising gold prices reaching $570 an ounce, the light weight jewelry has seen a huge increase in demand in Dubai, which has a large share of young professional women with limited disposable income. The company says it has increased diamond sales in the first half of 2005 by 225% compared with the first half of 2004.