Imagine looking all around you and finding yourself in the midst of a kaleidoscope of colors; imagine the feel of some of the most luxurious fabrics there are; and imagine yourself draped in a piece of work that’s comparable to art. Imagine Pure Elegance.
Established in April 2008, Pure Elegance has captured the imagination of Edison, New Jersey, home to one of the most vibrant Indian communities in the U.S. In order to meet the needs of our rapidly growing customer base, we recently moved into a larger retail space.
Spread lavishly over 2500 sq.ft., the new Pure Elegance store can instantly transport you to India and its endlessly spectacular showrooms. With fabrics and designs from almost every state in the sub-continent, the collections at Pure Elegance have been handpicked to meet the expectations of Indian women living in the U.S.
Our collections re-imagine traditional Indian weaves like the Kanjivaram and Banarasi silks; reinvent age-old designs of the salwar kameez, lehenga cholis and anarkali suits; and revive interest in the time-honored Indian patterns and motifs. The idea is to fuse traditional designs with modernistic elements, while championing ancient production techniques and centers back home in India.
An extension of our commitment to elegance is our association with Amrapali, the global luxury brand in jewelry. We are the sole retailers of Amrapali’s chic heritage jewelry in the U.S. and it adds gracefully into our mission to deliver Indian global fashion through everything we sell.
Our success is amplified by all the celebrity endorsements we’ve received until now. We, at Pure Elegance, have had the opportunity to dress some of the most beautiful women of our times like Shabana Azmi, Nandita Das, Preity Zinta, Prachi Desai and Esha Deol.
The New York Couture Fashion Week, Dubai Fashion week, Vancouver Fashion Week, DC Fashion Week have all featured our collections. Pure Elegance is also the first U.S. based Indian fashion brand recognized by Vogue India.
Get in touch with your Pure Elegance, priced from $100, at our retail store at 1655 Oak Tree Road; Edison, NJ: 08830; USA and connect with us on Facebook.