Renate Rowaan, one of the photographers of the Puredistance Team, travels around in Europe to find out what women think of the Puredistance I perfume. She presents women a free 17.5 ml. perfume spray in return for their feedback. This charming lady that was shopping near the Puredistance Perfume Lounge in Vienna, in the first district, thought it was a very elegant perfume.

Last year November Puredistance presented Puredistance I at the Luxus Please luxury exhibition in Vienna. In the end everybody was obviously very relaxed and happy with the nice feedback of that day. (What really makes us happy every day is to watch people's face while they try out Puredistance I for the first time. Usually we see a face that glows with genuine enthusiasm!)

Does this image tell the right story? We hope so. We tried to create one picture that clearly shows the Puredistance concept. The idea of a refill perfume spray that fits inside a crystal work of art. Which means you can take the the perfume spray out and put it in your bag. And leave the limited edition crystal column at home. (the crystal column weighs almost one kilo, so taking it with you it not really an option anyway!).

Last week I visited London. I could see the effects of the credit crisis. Many empty restaurants and discounts everywhere. I felt very sorry for all the hard working people that lost their savings or pensions. Gone into the hands of people they don't even know. I feel we face an international crisis of trust. Who can we trust today when greed rules? I myself try to keep things simple and small. Family, friends, my partner. People I have been in busines with for years. Those I trust. They have proven, over the years, that they can be trusted. Small is not only beautiful, but small is personal too. For this reason we only sell Puredistance through a small selection of stores we personally know. And trust. And I am glad I know all the people that help me building Puredistance very well and can trust them too. [Jan Ewoud Vos: founder Puredistance. Image taken by Thianthup Iamsam-ang]

One of the ingredients of Puredistance I Perfume is Amber. In the final stage of development it gives the perfume its rich and warm character. The picture was taken in London, in the La Suite Hotel, January 18th. 2009

Swarovski Crystal World is the home of the Swarovski empire in Wattens. The Puredistance Crystal Column, which is made by Swarovski, is on display and for sale in the exclusive VIP Gallery. Crystal World is one of Austria's most popular attractions, featuring an extensive collection of Swarovski products and the works of 15 or more artists including Salvador Dalí, Brian Eno, André Heller, and Andy Warhol.

Our world is getting more and more complicated. And more choice is not always better. We try to keep things simple. And elegant.

This picture was taken in 2002, in Copenhagen, shortly after the name 'Puredistance' had come up in my mind. Over the years this picture has successfully communicated the idea of coolness and warmth in 'one'. In the same line of thinking as Yin and Yang.

Sunlight came through one of the windows in my room and illuminated the face of Laura beautifully. All is natural: no make-up, no retouching. The picture was taken in Rome, in the Sofitel Rome Villa Borghese Hotel, November 26th. 2008