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.