Our founder Alex is the heart of Pure Yellow and the kind of person who internally possesses compassion, calmness and kind-hearted. He is a nature enthusiast, eco-conscious, a sportsman and a keen traveller. While on a trip scouring through alleyways and backstreets and stumbling upon small stores with beautiful handmade things in a far city he got up with the idea of turning his passion for travel to an eco-conscious business. He left a comfortable career in finance and multinational companies to pursue his dream to expand his world, meet new people, experience new cultures. Very soon he incorporated Pure Yellow and set off for exotic destinations to fill up a container with beautiful handcrafted things that hold a story things that could make a difference for peoples lives. Deep in his gut, he got this feeling that following his passion and doing things he loved more, everything would work out perfectly. And they did. After spending many years on extensive travels and grueling work schedules sourcing new treasures, unpacking shipping crates and dusting off oddities and curiosities himself Pure Yellow became an established brand providing B2B clients, retailers and interior designers with inspiration and unique hand-picked goodies from around the world.