Pure Elegance Indian Women's Clothing and Bridal Store in USA

Imagine looking all around you and finding yourself in the midst of a kaleidoscope of colors; imagine the feel of some of the most luxurious fabrics there are; and imagine yourself draped in a piece of work that’s comparable to art. Imagine Pure Elegance.

Established in April 2008, Pure Elegance has captured the imagination of Edison, New Jersey, home to one of the most vibrant Indian communities in the U.S. In order to meet the needs of our rapidly growing customer base, we recently moved into a larger retail space. 

Spread lavishly over 3000 sq.ft., the new Pure Elegance store can instantly transport you to India and its endlessly spectacular alleys with women adorning the vibrant colors and traditional embroideries. With fabrics and designs from almost every state in the sub-continent, the collections at Pure Elegance have been handpicked to meet the expectations of Indian women living in the U.S. 

Our collections re-imagine traditional Indian weaves like the Kanjivaram and Banarasi silks; reinvent age-old designs of the salwar kameez, lehenga cholis and anarkali suits; and revive interest in the time-honored Indian patterns and motifs. The idea is to fuse traditional designs with modernistic elements while championing ancient production techniques and centers back home in India.

An extension of our commitment to elegance is our association with Amrapali, the global luxury brand in jewelry. We are the sole retailers of Amrapali’s flamboyant heritage costume jewelry in the U.S. and it adds gracefully into our mission to deliver Indian global fashion through everything we sell.

Our success is amplified by all the celebrity collaborations we’ve received until now. We, at Pure Elegance, have had the opportunity to doll up some of the most beautiful and talented women of Bollywood like Shabana Azmi, Nandita Das, Preity Zinta, Prachi Desai and Esha Deol.

Our ever-scintillating Indian bridal store showroom nestled in the quaint alleys of the New Jersey falling in the heart of the Indian community serves as a perfectly accessible location from surrounding suburbs like Boston, New York City and DC. Featuring an array of designer and bespoke traditional Indian ethnic attires coupled with wedding exclusive bridal couture complimented with poised royale Amarpali bijoux, Pure Elegance is your go-to Indian wedding store in the US to emanate an everlasting grace enamored with oodles of charm.

Get in touch with our professionals at our retail store-1655 Oak Tree Road; Edison, NJ: 08830; USA and connect with us on Facebook.

Now You Can eVisit Our Store from Anywhere using Your Smartphone:

Install the Pure Elegance eVisit App on your iPhone or Android following the instruction below and call our toll free number (1-888-787-3353 or 1-888-PURE-ELEGANCE) during normal business hours to get started.