The story of PÜR Jewelry starts with Lara Varakian, a mother of three, a marketing expert, who speaks 5 languages. Lara has a strong background in advertising and international marketing in the fields of skincare and beauty, working closely with multinational brands such as L’Oréal and Maybelline. She holds a bachelor’s degree in Marketing Communications from the American University of Beirut and after a long and fruitful career in Dubai, she came back to Lebanon to start her own family. Often described as a fun and optimistic woman, she never stopped having faith in her country. Lara, whose father owns a Jewelry shop in Beirut, was always amazed by the world of Fine Jewelry. Inspired by her family’s business, she finally decided to pursue her ambition of having her own signature in Jewelry design.
Lara’s plan became complete when she joined forces with Celebrity and Fashion Photographer George Saliba, whose photographs speak louder than words. George has an eye for beauty and is an expert in photographing celebrities from all across the region. And that was the cherry on top. Combining forces, the beautiful Jewelry pieces came to life. Hence, PÜR Jewelry was created. The brand was launched on October 2022 as an online shop across social media platforms.
The name PÜR was inspired by gold itself since it is pure in essence, but also it embodies the purity of the female soul. The PÜR woman is edgy, bold, fashionable, confident, playful yet smart. And that is what PÜR Jewelry represents. The designer gets her inspiration from nature, art, and emotions which makes every piece so unique. PÜR Jewelry’s two major collections entitled “Candy Cane” and “Sweet Love” are inspired by art, love, and all sweet things.
All PÜR Jewelry pieces are 18 karat gold with a mix of enamel and semi-precious stones and diamonds, which makes every collection a work of art. The designs are colorful, symbolic, meaningful, customizable, handmade with utmost precision insuring the finest finishing. All of the pieces are made by Lebanese artisans; retaining local craftsmanship and supporting their skills set is an important aspect of PÜR Jewelry.
Although the brand is still young, many celebrities have joined the PÜR community and are loving to wear the brand: Jessy Abdo, Jennifar Azar and more.
But this is just the beginning as plans for PÜR have no limits. PÜR Jewelry’s website is currently under process and is launching very soon www.pur.jewelry . The brand has also expansion plans to Dubai and other Arab countries later on, participating in local and regional Jewelry exhibitions and finally opening their flagship shop by the near future in Lebanon.
