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Store ConceptOur Concept

Step into Pure South Dubai and travel across the world to the hinterland of rural Australia. 


Each element from the carefully restored beams of the farmhouse that were shipped from Australia to Grandma’s embroidered tablecloth passed down through generations evokes a memory.

Every item built with intention, every mouthful of food seasoned with love. Admire the corrugated metal juxtaposed against the raw grain of the red gum wood. Made to stand the test of time, generations-old experience and wisdom serve as a foundation. Smell the eucalyptus and listen to the breeze play percussion through the haystacks. 


Let Pure South transport you to the roots of Australian country living. 


Pure South Specialty store & café is a creative concept designed by Felicity Sheppard, a native Australian and Dubai resident for over 13 years. Inspired by the Australian people, their love for, and loyalty to the land; Pure South Speciality store and café aims to continuously support small producers, manufacturers, and family-run businesses while introducing Dubai to the traditions and quality products of Australia. Pure South Speciality store & café applies the principles of sharing high quality, hand-crafted goods combined with a modern approach to global exposure and marketing, facilitating a symbiotic network between Australian producers and consumers across the world. 

Our Concept