Pure Gold Living was founded in 2016 as a division of jewellery company Pure Gold Group. The founder and owner is Firoz Merchan. He has extensive experience in retail and property. The brand has built its reputation on the principles of transparency, modern approaches to construction and strict adherence to deadlines.

The Pure Gold Living story begins with the success of Pure Gold Group, which was established in 1989 and has become one of the leading jewellery brands in the UAE. The decision to expand the business and enter the property market was made in 2016; at that time, Firoz Merchan saw the potential in Dubai's fast-growing property sector. The company was established with the aim of transferring the standards of reliability and precision set in the jewellery business to property development.

Pure Gold Living's philosophy is based on the principles of transparency, new technological solutions and timely completion, as reflected in their motto: ‘On time, every time’. This emphasises the developer's commitment to clearly fulfilling its obligations to its clients.

Pure Gold Living aims to be a leader among private property developers. The company targets both clients who buy property by Pure Gold Living for personal residence and investors who seek high passive income. The main principles of work are observance of construction deadlines, transparency at all stages of the transaction and use of durable materials.

Pure Gold Living is implementing several residential projects in Dubai, namely in the Al Furjan neighbourhood. PG One is a residential development located 15 minutes walk from Discovery Gardens metro station. The 17-storey building includes studios, 1-2 bedroom apartments and 3-bedroom duplexes. These apartments by Pure Gold Living range in size from 376 sqft (35 m²) to 2884 sqft (268 m²). Neutral colours and ceramic tiles are used in the finishes. The internal infrastructure of the development is represented by swimming pools, children's playground, Jacuzzi. The apartments are complemented by a ‘smart home’ system, and the security of living is ensured by round-the-clock video surveillance.

Another notable project is PG Maison. This 24-storey building is also under construction at Al Furjan neighbourhood. The project was developed taking into account the modern needs of buyers. Pure Gold Living apartments are available for purchase in the development with thoughtful layouts. In the design attention is paid to every element of internal and external decoration.

Pure Gold Living has established itself as a reliable developer in a short period of time. In 2023, it announced a major investment plan worth AED 1 billion ($ 272 million) to build new properties in Dubai. The move speaks to the company's strong financial position and its long-term growth strategy. Pure Gold Living has ambitious plans to expand its presence in the Dubai property market. The company plans to launch new projects in different areas of the city and enter the commercial property segment.