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Pure Gold Jewellers- Raising corporate profile
Backgound: Pure Gold Jewellers, one of the fastest growing jewellery retailers in the Middle East has been a long term client of ours. The company’s requirements for PR has varied over the years but one of the strategic needs has always been to raise the company’s profile in the GCC markets and highlight its commitment to humanitarian causes.

Challenge: To highlight the company’s contributions to community welfare and establish the company as not only known for its value added propositions but also as a caring socially responsible company

PR Tactics: Apart from the regular stories on new styles of jewellery collections, we have also focused on stories of the company’s humanitarian activities especially the Chairman’s contribution to the rescuing of debt laden prisoners from UAE jails. Creating awareness of this initiative has not only made more people aware of the plight of these prisoners but have also educated them on the means available to help people in such situations

Results: The company has been widely acknowledged in traditional and social media for its initiative in helping prisoners in need. This initiative has prompted many more companies and individuals to come forward to help people in similar positions, thus helping to aid more prisoners.


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IrisPR Dubai, UAE Public Relations