About Us

"My culture is my identity and personality. It gives me spiritual, intellectual and emotional distinction from others and I am proud of it."

We, Pure Elegance, are a leading Indian fashion brand in USA with an aim to connect Indians across the world to their roots in our own little way through clothes. 

Our exclusively curated collection is presented to you only after a thorough selection process to make sure we bring you the finest of South Asian fashion. Our couture and exquisitely crafted pieces keep in mind not only traditional and ethnic values but also modern and contemporary sensibilities, maintaining a fine balance between the two worlds.

Pure Elegance was born out of a need to get traditional outfits that are in vogue in the South Asian countries. We keep a keen eye out for the fashion trends back at home so you can get the latest styles and fashion with ease in US. It's not just the style, craftsmanship and innovation that is at par with South Asian countries, but our prices match the ones back home too! 

Since its inception in 2010, Pure Elegance has grown by leaps and bounds thanks to our loyal and much loved customers. We are the only South Asian fashion brand to have displayed at major fashion shows across the world including New York, Dubai and Vancouver. We have also dressed many Bollywood celebrities and dignitaries in and outside US and have nearly half a million fans on Facebook. 

We have come a long way and there is a long road ahead. As we cross each milestone, we can't help but rejoice for we're thoroughly enjoying every moment of what we're doing.

Here's to changing the world, one thread at a time.

Store Location:
1655 Oak Tree Road; Edison; NJ: 08820; USA

1-888-PURE-ELEGANCE (1-888-787-3353)

Store Hours:
Tue: 2:00 PM - 8:00 PM
Wed: 2:00 PM - 8:00 PM
Thu: 2:00PM - 8:00 PM
Fri: 2:00 PM - 8:00 PM
Sat: 11:00 AM - 8:00 PM
Sun: 11:00 AM - 8:00 PM