PURA 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. 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 growth.