PROFESSIONALS New Generation Retailer Soars at Lenox Square By Marcia Caller Jaffe When mainstream media refers to the retail sector’s reaction to the pandemic as an “apocalypse,” millennial Lizzy Pure counters, “The retail fashion industry as a whole is doing OK. New retailers have started during the pandemic; it’s only certain groups of merchants that are experiencing problems.” Smartly located adjacent to Neiman Marcus in Lenox Square mall, her eponymous store Pure rivals a Kim Kardashian and Kayne West closet with pricey brands including Hugo Boss, Balmain , Versace, Fendi Kids, Dsquared, Giuseppe Zanotti, Alexander McQueen, Moschino, Diesel, and Karl Lagerfeld; and who has heard of IH Nom Un Nit? Categories range from denim, eyewear, outerwear, shirts and tops, fur to home accessories, men, women and kids. Pure owns similar stores in Miami (Aventura), Houston (Galleria), and Charlotte (South Park Mall) in addition to Lenox Square. “Pure is redefining luxury boutique retail and the relationship consumers have with luxury fashion,” Liz
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said. “While the designer assortment is exclusive, Pure’s culture is inclusive. Our team represents almost every gender, race, sexual orientation and age group. We have a celebrity wall with over 4,000 images of tastemakers shopping at Pure: superstars like Lil Nas X, Tyrese Gybson, French Montana and sports superstars like Cam Newton, Von Miller and Odell Beckham Jr. High-profile celebrities travel the world, see the best and choose to shop at Pure. That is the greatest compliment. Our strong relationships with celebrities lead to unique, amazing events at Pure Atlanta like private concerts and celebrity fashion shows.” Growing up in Davie, Fla., Liz graduated Florida State University and got her Master of Business Administration at Florida Atlantic University in Boca Raton. Her career started as a 16-year-old sales associate. She knew immediately that retail was her calling and worked her way up through retail positions while in school. Then she left the safety of corporate retail to start Pure and never looked back. A few short months ago, she moved with her commercial real estate husband
to Sandy Springs and enrolled their two ers want a meaningful experience and children in The Epstein School. Between to feel brand energy, and want to conthe stores and the various fashion weeks, nect. The retail experience is different prior to COVID, she was averaging six from the past; now you need authentic flights a month. In terms of keeping all engagement with clients.” A smart marketer during the panthe balls in the air, she said, “The children come first. I balance my life by be- demic, she designed a line of Swarovskiencrusted face ing present. If I’m masks, averagat the dinner table ing $79 each. with my kids, I’m Fashion+Mask = not reading work “Fask” with 2 ½ emails; I’m comfilters. Some are pletely engaged being resold on with them.” eBay for $500Pure has been plus! in Lenox for 10 Liz predicts years. “Atlanta is that trends for the epicenter of 2021 will show the Pure culture as optimism. “This a progressive city, season we saw often adopting a lot of lounge trends early. Each wear. Spring/ Pure store is difSummer 21 looks ferent and reflects Liz’s clientele includes music and sports more refined, sigthe culture of that superstars. She has a wall of 4,000 nifying a return city. Pure was untastemakers displayed in the store. to normal life. I affected by the She hopes to star in a reality show that am head buyer pandemic. I am had traction before the pandemic. and while I have disturbed when the media discusses a ‘retail apocalypse.’ curated a strong assortment of estabThis is a market correction problematic lished designers, I am very passionate for retailers that are disconnected from about identifying unknown talent.” In terms of the future, she expounds, their markets. The pandemic will push a store that’s teetering on the edge, but “I get offers from malls monthly, with it will not close powerful market lead- several deals on the table right now; we ers. The current climate requires most just have to pick. I’m also working on sellto be specialists in their niche. The old ing a reality show about Pure.” She advises young people who want concept of ‘big blanket all category retailers’ doesn’t really resonate to big a retail career, “Always follow your spenders anymore; consumers are look- dream, and never give yourself a limit. ing for special items and specialty retail- This is America and Pure is proof of the ers. Retailers that have a strong focus American dream!” Not to mention that the “rag trade is with excellent customer service and brand messaging will flourish. Consum- part of our Jewish DNA.” ì
