About Us

Established in 2013, Pura was inspired by our founder's years in the yachting industry. This unique background has profoundly shaped our business approach, allowing us to offer not just products, but exceptional value.

We maintain deep connections with the yachting community and continue to offer specialised services to industry professionals, including the sourcing of rare wines, diamonds, jewellery, and watches.

Each and every product we offer is unique and difficult to find elsewhere. While some might categorise our offerings—from jewellery, watches, and wine to premium accessories—as 'luxury,' we prefer the term 'value-focused.'

Why? Because our goal is, and will always be, the same: to ensure our customers receive the highest quality at a price point that makes sense.


Our Focus Areas

Lab-Grown Diamonds

Offering the same sparkle and durability as mined diamonds, our curated collection of high-quality lab-grown diamonds is tailored for customers who want to make a conscious choice without sacrificing quality. These aren't just alternatives; they are the future of fine jewellery.

View Our Lab Grown Collection


A beacon in the watch and jewellery accessory landscape, WOLF has entrenched its reputation as the quintessential brand choice. As the authorised distributors for Southern Africa, we extend our offerings to a limited selection of exclusive stores and directly to online clientele.

View Our WOLF1834 Collection

Steinhart Watches

Steinhart has carved its niche as a trailblazer, revolutionising the market with unmatched value and quality. Its exclusivity is maintained with its availability only through chosen international distributors online. We are proud to be the official distributor of Steinhart watches in South Africa.

View Our Steinhart Range

Premium Wines

Through our partners in the UK, we also deliver select South African wines that are hard to find in the region. If you value quality and rarity in your wine selections, contact our team to help source the perfect bottle for your collection or occasion.

- Coming Soon -

Bespoke Jewellery Design

Specialising in custom-designed pieces, we take the time to understand your unique vision, tastes, and budget. Our skilled craftsmen then translate these insights into a one-of-a-kind piece that's as individual as you are. Whether it's an engagement ring that captures the essence of your love or a bespoke necklace that makes a statement, we strive to create jewellery that is not only beautiful but deeply personal.

Contact Us To Learn More