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Danish design

Pureheart was founded in 2002 by Henriette Zobel. She had finished her education at the design school Margretheskolen in Copenhagen in 1986, and in 1988 she became a house model for Pierre Cardin. When travelling with Pierre Cardin, she was taken to India, and instantly fell in love. The following year she returned and met her guru, Gurumayi, and from then on embarked on a ten-year journey into a new spiritual consciousness with meditation, personal development, and the establishment of a meditation centre in Copenhagen.

All of these influences combined to make the brand Pureheart that exists today.

The spiritual foundation of Pureheart means that the creations show a balance in everyday life between the inner and outer, creating unique clothes, beautiful designs in environmentally friendly fabrics. Pureheart also makes gold jewellery with strong symbolic value. The style of Pureheart is beautiful, feminine and full of surprises and unique twists.

Pureheart is a well-known national Danish brand and is sold primarily from the stunning store on Christian IX's Gade in the heart of Copenhagen, but can also be bought in many other shops nationwide and around the world.

Henriette Zobel finds inspiration in her environment, and the constant changes that happen in Danish society and abroad. Naturally, the Indian universe holds a special place in her heart, as well as the large gap between rich and poor in India.

Visit the main store of Pureheart in central Copenhagen and explore this fusion between Indian inspiration and Danish design.


Christian IX’s Gade 2 , City-center, 1111

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