PureCouture opened its doors in Newlands, Cape Town, on the 2nd of May 2012 to reveal a treasure chest of luxury fashion finds. With top international labels such as Graham & Spencer, Twin-Set, Wild Fox, Lauren Moshi and Mother Denim, fashionable Capetonians now have access to fashion worn by the likes of Jessica Alba, Alessandra Ambrosia, Katy Perry and Megan Fox to name a few.
Melissa Hardman, owner and founder of PureCouture, came up with the concept when she saw the need for a wider selection of designer clothing that is both stylish and chic, and made with impeccable quality. She decided to go “back to basics”and concentrated on sourcing good quality fabrics and comfortable and functional clothing that has a fashionable edge. Whilst many of her collections are quite classic and wearable, she also stocks a few brands that are a bit more cutting edge and fashion forward. The difference with PureCouture is also that all the collections are all current, with seasonal collections on a par with those in Europe and America. Fashionable Capetonians no longer have to wait two seasons to get access to what’s available in Europe, something that happens all too often in South Africa.
Some of the top international brands available at Pure Couture include Twin-Set, an Italian brand that focuses on classic, contemporary and elegant designs; Wildfox Couture, an American vintage inspired knitwear brand which is favoured by celebrities like Beyonce and Jessie J; Californian brand Graham & Spencer whose design ethos is to create gorgeous fashion-forward clothes out of luxury fabrics; European Culture whose designs are made with an intricate dyeing method which makes garments adapt and change their tones and shades over time; Mother Denim brings the femininity back to denim with soft,yet sexy styles for women; Lauren Moshi, American casual-chic designs with a loyal celebrity following, with stars like Olivia Wilde, Heidi Klum and Jessica Biel wearing their clothes.
At PureCouture, the focus is not only on the fashion, but very much on the customers. Melissa believes firmly in building great relationships with her clients where comfort and trust is key. Melissa says she wants her customers to feel able to walk into PureCouture for a quick cup of coffee and a friendly chat at any time and has created an environment that lends itself to building lasting relationships and friendships. She even offers a personal styling service, where she would go to a customer’s home for a one-on-one consultation and personalized shopping experience if they needed it.
Melissa Hardman has a deep understanding of fashion, having been involved in the industry for many years doing everything from fabric imports to Fashion Design. She has a keen eye for trends and hopes to bring only the best collections and brands to Cape Town through Pure Couture, all with a unique personal touch.
Visit PureCouture at Shop 1, Cardiff Castle, Kildare Road, Newlands week days between 9:00 and 17:00 or Saturdays between 9:30 and 14:30 or call them on 021 674 0987.