Our story

Welcome to PURE Interiors, where exceptional European design meets unmatched care & craftsmanship. Founded in 2010 by Joel and Anita Schmied, our family-owned business is built on over 20 years of industry experience. We pride ourselves on transforming spaces with high-quality products and outstanding service, all while nurturing genuine relationships with our clients and giving back to our community. At PURE, we’re passionate about making a significant impact through our dedication to excellence and heartfelt commitment to every project.

Joel Schmied’s career began in the meticulous world of master joinery, where his passion for design and architecture was first ignited. With a keen eye for detail and a love for craftsmanship, Joel successfully ran an interior design firm in Europe for over a decade. His journey led him to move to Australia to marry Anita, and together they founded PURE. Today, PURE stands as a testament to Joel and Anita's combined passion, dedication, and commitment to elegance, quality in design, and above all, their commitment to people.

Craftsmanship, design, and premium products come together to define PURE.

At PURE, we believe in the power of strong relationships. Thanks to the exclusive partnerships that Founder Joel has established with premuim European brands, we bring a wide range of beautiful products to Australia. Our commitment to excellence is evident in both the design and execution phases, ensuring each project is a masterpiece of quality and sophistication.

Our dedicated team of designers and professionals work collaboratively to understand and fulfill your vision. Complementing their efforts, our skilled European installers deliver unmatched expertise, ensuring every detail of your project reaches the pinnacle of craftsmanship. With a steadfast commitment to the highest standards, we transform your spaces into places you don't want to leave.

Balance. Quality. Care.

Our mission is found in the relationship between PURE and the products we choose to represent, the carefully curated collection of brands we partner and represent, the interior architects, specifiers and designers we support and the client projects that our team is directly responsible for - the mission of pure is to cultivate balance, quality and care in each relationship and project.

We love what we do

PURE is a renowned as source of exclusive European furniture, offering a range of premium brands including flagship stores for global brands Arclinea and Rimadesio. We offer a curated collection of European-designed kitchens, bathrooms, bespoke wardrobes, and stylish doors. Our range also includes a wide selection of indoor and outdoor furniture and wellness solutions. Our dedicated team, including in-house designers, project managers, and expert technicians, collaborate closely with architects and designers or end -customers to provide bespoke solutions for any space. Visit one of our showrooms to explore our diverse range and meet our friendly team.

A brand you can trust

We offer a unique combination of skills as both retailers and designers, and we provide exceptional 5-star service, second to none. Our team can provide you with advice on furnishings and interiors for residential and commercial projects right across Australia and overseas.

PURE Interiors is a brand you can trust, a brand you can rely on for premium quality, and a brand that finishes projects to perfection.

Are you looking for a customised space that inspires? Visit our Sydney or Melbourne showrooms today to truly experience our brand and unique collection of high-end interior solutions. We would love to meet you.