Welcome to pura.co.za! Pura Life (Pty) Ltd is a premium lifestyle brand that
encapsulates the essence of a smart and luxurious lifestyle with access to top
quality products and technology. We are the providers of premium quality
diamonds, watches, fine wines, and other sought-after accessories in the lifestyle
industry. Established in 2013 with the initial focus on our diamond portfolio,
PURA became the authorised and proud distributors of the first-class luxury brand,
WOLF1834 is the number one go to brand for all watch and jewellery related
accessories. Established in 1834, the dynamic company grew into a global design
house at the forefront of innovative craftsmanship and jewellery design. PURA are
also the authorised agents for Steinhart watches, a pioneering German watch brand
made in Switzerland with an excellent reputation for being top quality and
resilient. Recently PURA also launched our exclusive wine portfolio for clients to
select, which highlights the premium wines available from the South Africa region
and more.
Over the years we have continually grown in conjunction with our two brands,
WOLF1834 and Virescent, both of which are subsidiary businesses of Pura Life
(Pty) Ltd. Our innovative brands are purveyors of supplying premium accessories
dedicated to improving the lifestyles of our clients, and it is imperative that our
company stands for quality, luxury, and innovation. PURA is your one stop shop to
enjoying a premium lifestyle and we continue to put maximum effort into our

Custom Jewellery Design

Pura would love to be a part of your big day, by designing your custom piece that is!

One of our passions is creating one of a kind pieces of jewellery to suit your style and pocket. Sourcing only the finest gemstones and GIA diamonds in the country.

Book your consultation with Grant via email on grant@pura.co.za to create your dream piece of jewellery today!

- Diamond viewing by appointment only -