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Stellar Entrepreneur Show

Pure Earth-Threading colours of life in Singapore

Pure Earth is a Singapore-based upscale fashion label with a unique contemporary and ethnic style that blends international modernism and time-honored Asian traditions.  Each creation of pure earth inspires and captivates the hearts of womenfolk. Pure Earth shows appreciation for heritage by recognizing traditional art forms and cultures and making them relevant to modern society. Its pleasure for Womenlines to present the journey of Pure Earth from its owner, Ms. Rashmi Gogna-


1.Please share with our readers a little bit about yourself?  

I am the owner of Pure Earth Boutique in Singapore. Pure Earth is a fashion label with a unique Asian flair. It is an ethnic chic brand that is targeted at the sophisticated women who express their individuality confidently. The Pure Earth label uses only natural fabrics and keeps alive the traditional art and apparel crafts. There are two Pure Earth boutiques in Singapore – Centre Point and Tanglin Mall.

2. So when did you venture into this business and what inspired or motivated you to take this plunge?

When I moved to Singapore, I was keen to enter the textile industry. I had 15 years’ experience in the region and wanted to put that knowledge to good use. Singapore was the fertile ground where the idea of having my own business took root. I designed a range of Pure Earth clothes and showcased it informally to my close friends. When my entire collection was sold out in a short time I felt that I had a chance at success with my venture and took the plunge!

3. Can you share with us some of the challenges you faced during initial days?

My first few customers were my close friends. I wanted their feedback on my first collection and they ended up buying it! Slowly Pure Earth grew popular through word of mouth, marketing initiatives and ultimately became a success because of its impeccable styles and unique offerings. Today I know that people believe in the Pure Earth label and I endeavor to provide that outlet for women who want to look unique and elegant. Sometimes when I have too many priorities, I tend to procrastinate on some of them. But I get around to it eventually and carry it through.

4. So how do you manage your personal and professional life?

I think it is the ability to be very consistent, persistent and focused. You have to accept that not everything will go your way. Once you acknowledge that not every day will be a perfect day and yet keep on working, your dream stays alive and you become successful.

5. What would you suggest to other aspiring women who want to venture out on their own?

I value honesty, consistency, and a positive outlook. I would say ‘take the plunge!’ You will never know unless you try it!

6. Is there any person who has mentored, motivated or inspired you?

I am motivated by many things and many people. However, I have to admit that my prime motivation comes from my customers. When I see that Pure Earth has enabled them to look their best, it motivates me. When a customer tells me that 90% of her wardrobe consists of Pure Earth garments, I feel happy and energized. Needless to say, my other constant source of inspiration is my loving and supportive family.


Pure Earth inspires the celebration of life in its vibrancy, stories, and fitness. Dedicated to the modern women, Pure Earth threads the colors of life and journeys to seek the best in each moment. Womenlines wishes Pure Earth all the best for its journey to excellence!


Charu Mehrotra

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