It took 5 years to realise Puredistance from an idea into reality. Then it took 3 years to find 20 quality stores in Europe that offer the kind of personal care and enthusiasm our products need. And all this time we were selling only ONE scent: Puredistance I Perfume. And never did any form of paid advertising. All that will change in the future. But slowly - step for step. Trying to keep each step simple and pure.

To quote Bill Bryson from his fascinating book - a short History of Nearly Everything -  "There is one extremely pertinent quality about life on Earth: it goes extinct. Quite regularly. For all the trouble they take to assemble and preserve themselves, species crumple and die remarkably routinely. And the more complex they get, the more quickly they appear to go extinct. Which is perhaps one reason why so much of life isn't terribly ambitious."

We feel the same could be true for building a business. Or maintaining a good relationship. Or happiness in general. Which doesn't mean we are not ambitious. But most of our ambition is focused on staying small, personal and exclusive - getting the product right and then enjoying the feedback we get. From customers, dealers, distributors and journalists. For us it is not about how much we sell. It is about the quality of the interaction with the right people. So one or two compliments a day will hopefully keep extinction away!

And in order to get the compliments going we will release two new perfumes in November which will be first introduced visuallly on the elevator doors no. 5 in Harrods of London during the month of September. In this month Harrods will host a perfume exhibition curated by fragrance expert Roja Dove entitled The Perfume Diaries. The event is being advertised as "a true celebration of the fragrance industry." Many important fragrance houses participate and will open their archives.

Puredistance Visual at the Elevator doors in Harrods of London

Puredistance Master Perfume Collection

In our design center in the Netherlands we created a new display that shows the Puredistance Collection of Masterperfumes and accessories best. November this year we will launch two new masterperfumes that will perfectly fit in this new display. Together with the Crystal Columns the range of three Puredistance Masterperfumes makes a very special collection.

We just installed the new display at Beauty Affair in Düsseldorf and Styleglobe in Erftstadt and other stores will soon follow. See images below.

Puredistance Master Series Collection in a newly designed display

Richard Hardcastle from Beauty Affair in Düsseldorf

Michaela Coco from Styleglobe in Erfstadt