Developer profile
Pure Gold Living Real estate arm of Pure Gold Group
Pure Gold Living, legally Pure Gold Real Estate Development LLC, is the property arm of Pure Gold Group, which Firoz Merchant founded as a gold business in Deira in 1989. Led by CEO Karim Merchant, it delivered PG Upper House in Al Furjan in 2023 and has since developed PG One and PG Maison in the same community. Explore every Pure Gold project in our catalog.
- 3projects on Empire City
- 1communities
- 103PG Upper House apartments
- AED 100mPG Upper House value
- Company
- Pure Gold Real Estate Development LLC
- Brand
- Pure Gold Living
- CEO
- Karim Merchant
- Parent
- Pure Gold Group, founded 1989
- HQ
- Dubai
- Community
- Al Furjan
About Pure Gold Living
Pure Gold Group was founded by Firoz Merchant in Murshid Bazaar, Deira, in 1989 as a gold-trading business and later expanded into jewellery retail and real estate. Karim Merchant, Managing Director and CEO of Pure Gold Group, leads its developer, Pure Gold Living.
Its first project, the AED 100 million PG Upper House in Al Furjan, handed over all 103 apartments and two retail outlets ahead of its 30 June 2023 target.
In 2023 it unveiled AED 300 million of new projects, including PG One in Al Furjan, which sold out in under four weeks. PG Maison, among the tallest residences in Al Furjan, is listed for Q4 2026.
Pure Gold Living Projects in Dubai
3 projects by Pure Gold Living on our site — new launches, projects under construction and ready homes.
Get the Latest Pure Gold Living Price List and Offers
Prices, availability and payment plans change with every launch. Leave your number and we will send you the current Pure Gold Living price list with the best available units.
- New launches
- Payment plans
- Available units
- Floor plans
Master Communities by Pure Gold Living
Al Furjan
PG Upper House, PG One and PG Maison.
Meydan
A residential project in the pipeline.
Why Buy from Pure Gold Living
- 01
Early delivery
PG Upper House handed over ahead of time.
- 02
Private pools
PG One duplexes with their own pools.
- 03
Established parent
Pure Gold, in Dubai since 1989.
- 04
Off-plan launches
Staged payment plans.
Frequently Asked Questions about Pure Gold Living
Who leads Pure Gold Living?
Karim Merchant, Managing Director and CEO of Pure Gold Group.
What has Pure Gold Living delivered?
PG Upper House in Al Furjan: 103 apartments and two shops, handed over ahead of schedule in June 2023.
Where does Pure Gold Living build?
Mainly in Al Furjan, with a residential project planned in Meydan and a commercial complex near Mirdif.
Do Pure Gold off-plan projects come with payment plans?
Most off-plan Pure Gold launches are sold with staged payment plans. The terms differ from project to project, so we send you the current plan for each project you are interested in.
Can foreigners buy Pure Gold property?
Ownership rules depend on the emirate and the specific project. Our team will check whether foreign buyers can own property in the Pure Gold project you are interested in and guide you through the purchase.
How many Pure Gold Living projects are listed on Empire City?
Our catalog currently lists 3 Pure Gold Living projects in Dubai, with listed prices starting from $161,924. Contact us for the full, up-to-date list of units for sale.
Choose a Pure Gold Living Property with Our Experts
Tell us your budget and goals — we will shortlist Pure Gold Living projects, send floor plans and payment plans and arrange viewings.
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