Emily Limb was becoming increasingly concerned about the living environment that she and her husband were creating for their four children, so set out to source alternative products for around the home. This inspired the launch of Pure Nest. Their homewares, gifts and zero-waste products are mindfully sourced from local Artisans, small Australian Businesses and Fairtrade Communities to help others move away from unnecessary plastic and chemicals, and to create homes that are pure and toxic free. Pure Nest was created with a vision to provide an easy shopping experience for like-minded and environmentally conscious consumers who are becoming more discerning and educated about their everyday purchases for their body, mind and home. Here, Emily talks to The Natural Parent Magazine about the passion behind Pure Nest and their business journey so far.
The passion: What inspired you to set up your business?
After welcoming 4 beautiful babies, I became increasingly interested and concerned with what we were using around our home and the living environment we were creating for them. The more I explored the alternatives, the more I fell in love with the products I was finding. At the same time, my husband and I were establishing a small sustainable construction company and I felt that there was a short fall of quality homeware products that matched our business ethos, so after some investigation, one thing led to another, and Pure Nest was born.
Our store features a little bit of everything, from basic personal hygiene needs like zero waste soaps, shampoo and compostable cornstarch toothbrushes, to hand-crafted jute baskets and rugs, delicious organic tea and organic bamboo baby blankets.
However, one element remains constant: all products we source and sell must fit with our sustainable mindset.
The launch: How did you start out in the beginning?
To be honest, I started quite small and dipped my toe in the water with a few of the products that we used personally within our home, and it flowed from there. Once my customers began to see what incredible options were available for making simple sustainable swaps, I became inspired to search further and expand our range.
The innovation: What was the biggest breakthrough for you with your business?
The ability to effectively run the store from my laptop has been such a game changer. Given the Covid-19 situation last year and having 4 children learning from home, technology has allowed me to keep everything flowing and fit business around my family commitments which is wonderful.