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

Puredistance is proud to be listed in Quintessentially Perfume; a luxurious hard-back book chronicling the development and world of perfume. Perfume lovers will love the beautifully illustrated and in-depth interviews from perfume creators; eloquent articles from perfume writers and experts, as well as a showcase chapter paying tribute to 40 world class perfume brands.

The book was compiled by perfume expert, Nathalie Grainger, and Roja Dove acted as creative director. The book features profiles on a range of brands, interviews with perfumers and general perfume articles, with contributions from Chandler Burr, Josephine Fairley and more.

Puredistance Masterperfumes listed in Quintessentially Perfume

Puredistance Masterperfumes listed in Quintessentially Perfume

Every now and them we hear from people that think the 17.5 ml Puredistance I Perfumespray is only sold in combination with the Puredistance Crystal Column. This is not true! Puredistance Masterperfumes can be purchased separately from the Crystal Column. The idea is to have an elegant perfumespray that can be easily put in a handbag or suitcase, but also fits in a beautiful and rare jewel - the Puredistance Crystal Column - that can be be purchased as an extra.

The rare and precious Crystal Column - which is made by Swarovski exclusively for Puredistance - makes the ultimate gift and is suited for those (gift) occasions where one wishes the memory of the gift will last a lifetime. Marriage being a perfect example.

To illustrate the fact the Crystal Column and the Perfumespray are separately available we did a (very nice) shoot with Marleen Molenaar where she beautifully shows an empty Crystal Column (accessory) and a 17.5 ml. Puredistance I Perfume spray.

Puredistance Crystal Column 'Crystal & Gold': the ultimate gift

Puredistance Crystal Column 'Crystal & Gold': the ultimate gift

17.5 ml Puredistance I Perfumespray: separately available

Not so long ago Ulrike Knöll from Aus Liebe zum Duft wrote about Puredistance I Perfume: "The colour of the perfume alone is suggestive of cashmere or silk - reflects the character of the wearer. Reserved and precious - "understated elegance", the essence of Puredistance". So visiting Istanbul and reading about Esra Bezek, the owner of Cashmere in Love, I had to see her! In a very noisy city of more than 15 million people I was so happy to find a company that shared our idea of quiet elegance and quality. We met and I really loved the simple but stylish design of her collection. She designs everything herself and uses the highest quality cashmere and silk.

I quote from Esra's website: "Cashmere is soft, comfortable, and special. It is the epitome of luxury, leaving the wearer to think of nothing but the sweetest pleasures known to mankind. It becomes a second skin and wearing cashmere is a personal affair. The garments are simple, beautiful, elegant, reachable and personal. Each garment is produced and presented with love." So much similarities with the Puredistance philosophy!

Puredistance Master Perfumes & Cashmere in Love

Esra Bezek in her showroom in Istanbul

Esran Bezek

I am sure one day "Cashmere in Love' will be a well-known brand in the world among people that appreciate something beautiful and rare. I wish Esra lots and lots of success; she really deserves it!

The Puredistance Perfume Lounge in Vienna has evolved into a showroom that displays more than just the Puredistance Master Perfumes. Visitors now can also enjoy a selection of beautiful wedding dresses, a product that perfectly complements the perfumes (many people think Puredistance Perfume is - in combination with the Crystal Column - the ultimate bridal gift).

Puredistance Showroom Vienna

As of today we have set new prices for the range of Puredistance Crystal Columns. Where we sold the Crystal Columns before INCLUDING two perfume sprays, we now sell them WITHOUT any perfume sprays.

This way it becomes clearer that the Crystal Column is a (very exclusive) accessory to the range of Puredistance Masterperfumes and can be purchased separately from the Perfume Spray. The new prices for the Crystal Columns, excluding the Perfume Sprays, are:

Clear Crystal Column 'Crystal & Steel': 1390 euro
Black Crystal Column 'Crystal & Steel': 1390 euro
Clear Crystal Column 'Crystal & Gold'": 2390 euro
Black Crystal Column 'Crystal & Gold": 2390 euro

The price of the 17.5 Puredistance Perfume Spray remains unchanged at 165 euro.

Last week Suzanne Keller who writes about perfumes in her Perfume Journal wrote a very interesting and original review about Puredistance I. She uses an Star Trek episode starring Famke Janssen to illustrate her 'Puredistance' feelings.

"To paraphrase Georgia O’Keefe: to know a perfume takes time. And to convey one’s feelings about a perfume with the same level of intent in which Georgia O’Keefe once painted flowers takes even more time. Which is why I am asking you to indulge me, as I work my way towards telling you about Puredistance I, by first letting me recall one of my favorite Star Trek episodes..." Read more about this episode at Suzanne's Perfume Journal.

".... The Perfect Mate Star Trek episode is the perfect story to relate when trying to describe the luminous beauty that is Puredistance I, a perfume conceived with great care... I won’t try to describe Puredistance I for you note by note. It is not a perfume that unfolds in stages, but which glistens and shimmers like sunlight on water. It reveals itself prismatically, such that you get a fruit-with-champagne whiff that reveals slightly different fruits—and a slightly different champagne smell—throughout its long wear.

Sometimes it is the juicy tang of citrus with a brut champagne, presenting a crisp facet; other times a liqueur-like berry infuses warmth into its refreshingly cool and springlike heart; and at still other times, there is a mouthwatering greenness that takes the crispness out of the ozone, like champagne bubbles that deliquesce and become liquid. And all of these different facets reveal themselves in a delicate, flickering way—on a soft sandalwood and musk base that weds them to your skin…to you.

Which at last brings me to the most important thing I came to know about this perfume. Puredistance I is exquisitely beautiful, yes—and even more so because it is a flowering mirror, intent on reflecting its light on its wearer. It is a reminder to me—the person who is so easily swayed by the dark and cunning femme fatales in my fragrance stable—that beauty without an agenda does exist, and beauty at its highest level is empathic, and full of light, and aware of more than just itself." (Suzanne Keller - Suzanne's Perfume Journal)

Famke Janssen in an episode of Star Trek