Firoz Merchant

Indian-born Firoz Merchant opened his first gold store in the UAE in 1989. Today, Pure Gold has more than 150 jewellery outlets in some 20 countries, spanning three continents. In parallel to his business success, Merchant is a donor to a range of local causes, including the UAE Red Crescent Society, Dar Al Ber Society, Bait Al Khair Society, and the UAE Genetic Diseases Association. He also donates in support of low-income prisoners in UAE jails who have completed their sentences, but are unable to clear their debts, and so must remain in jail. Once the debts are cleared, prisoners are permitted to leave jail or return to their home countries.

Related sustainable development goals

  • No Poverty
  • Zero Hunger
  • Good Health and Well-Being

Focus areas

Focus sectors

  • Health
    • Medical support services
    • Diseases and conditions
  • Humanitarian
    • Free goods distribution
    • Food aid
  • Legal and courts
    • Corrections and penology
      • Services for offenders

Focus populations

  • Ex-offenders
  • Migrant workers
  • Offenders
  • Widows and widowers
  • Working poor

Focus geographies

  • Middle East
    • United Arab Emirates


  • Bait Al Khair Society
  • Dar Al Ber Society
  • Directorate General of Police
  • Faraj Fund
  • Jamiyat Asarika Al Khariya (Sharjah Charity International)
  • Mohammed Bin Rashid Al Maktoum Humanitarian & Charity Establishment
  • UAE Genetic Diseases Association
  • UAE Ministry of Education
  • UAE Ministry of Health
  • UAE Red Crescent Society
  • Zakat Fund Abu Dhabi and Correctional Institutions


Contact details