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About Us

Pure Elegance was established on 2014. Imagine looking all around you and finding yourself in the midst of a kaleidoscope of colours; imagine the feel of some of the most exquisite fabrics there are; imagine yourself draped in a piece of work that’s comparable to art - imagine Pure Elegance.

For over a decade, Pure Elegance has captured the imagination of Indian women all across the United States, establishing itself as the leading brand for Indian designer clothes. Our collections re-imagine traditional Indian weaves like Kanjivaram, Banarasi, Patola, Ikkat, Tussar and Chanderi silk sarees; reinvent age-old designs of the salwar kameez, lehenga cholis, anarkali suits, designer saree blouses, Indian gowns and Indian women's’ dresses; and revive interest in the time-honoured Indian embroideries, patterns, prints and motifs. An extension of our commitment to elegance is our association with Amrapali, the global luxury brand for ethnic Indian jewelry, and the Indian costume jewellery that gracefully complements our mission to deliver luxurious ethnic fashion to Indian-American women.

Our ever-scintillating Indian clothing store is nestled in Edison, NJ, the home of the largest Indian diaspora in US and perfectly accessible from surrounding communities in New York, Washington DC, Boston and many more. Spread lavishly over 3000 sq.ft, this retail store can instantly transport you to India, to its spectacular alleys with women adorning the vibrant colors in rich fabric and traditional embroideries. With fabrics and designs from almost every state in India, the collections of Indian women's clothing at Pure Elegance have been handpicked to meet the exclusive taste of Indian-American women.

Our craftsmanship, innovation, and attention to detail have furthered our venture into bespoke Indian wedding dresses and jewelry. We can design and customize the Indian wedding clothing of your dreams for your special day. Our team of professional designers and consultants guide you through every step of the process to help you drape the embroidery, colors, and fabrics of your choice making a unique fashion statement on your wedding, reception, sangeet or any other special event.

Come, explore the world of luxurious Indian fashion at Pure Elegance!


Store Location:
1655 Oak Tree Road; #230
Edison; NJ: 08820;

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

Store Hours:
Monday - Friday (2PM - 8PM EST)
Saturday, Sunday (11AM-8PM EST)