About us

The idea of PureNChic was born in the mind of a traveller who unstoppably sought uniqueness and style. After venturing to some of the world’s fashion capitals like New York, Tokyo and Paris, the founder Joanne Chen (or The Queen of the Kingdom as we call her around here) finally settled down in London.

As time was passing by the concept of PureNChic evolved from a simple idea to the first of its kind online-based market place for small creative European designers. The team consists mostly of an international mixture of young women from all over Europe. Our unique skills, passions and backgrounds have helped the start of something so special: PureNChic.

What makes us stand out? We have made it our mission to look for items very different yet stylish that cannot be easily found. As we have all perhaps experienced, some of the best things can be hidden in a small family shop in the middle of nowhere. We get in touch with hand-picked shop owners in Europe and connect them with clients from all around the world.

We invite you to be part of our search for uniqueness!


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