Our Story.

Melinda Wilk, Store Owner.

Melinda Wilk is proud and passionate about fashion. Her love-affair began with bridal wear in 2009 when she opened up the exquisite, Pure Elegance Bridal store in the heart of the small town of Moe, surrounded by the rolling hills of Gippsland, Victoria.

From helping beautiful brides to find their dream dress, Melinda’s experience, knowledge and attention to detail eventually lead to the expansion of the store’s range to include the every-day woman.

“It just made sense. There was a growing need for fashion in our town and more and more country women were asking for it.”

Melinda’s fashion journey has now reached new heights, with the launch of her online store in 2020, offering a mix of women’s casuals, bohemian styles and evening wear, and bringing the stores modern, Australian country-style to the world.

Melinda Wilk - Owner of Pure Elegance Boutique

Our Mission

To give all women the opportunity to look great and feel beautiful through our exclusive range of bridal and everyday wear – inspired by the Australian, bohemian country.

Our Values

We stock beautiful, feminine fashion and gorgeous accessories fit for every occasion and season.

Our collections are available in a range of sizes, styles and colours so you can be sure that there’s a perfect look for you.

We carefully select items from ethical, sustainable, and Australian made brands wherever possible, and we are proud to be apart of the sustainable fashion movement.

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