To Lane Edwards, the most important part of a women’s day is the ritual that allows her to pause and restore her natural beauty. Whether it is through yoga, meditation, or the use of an elixir created in the potion-mixing room at Pura Botanicals, the shelves of which are lined with floral waters, essential oils, and jars filled with concentrated scents — the raw ingredients for Lane’s beauty products and bespoke perfume services.
This talented Edmonton business owner has been an apothecary at heart since she was a child, “Instead of toys and dolls, I was playing on my side step mixing potions. And instead of lemonade stands, I was always having space-science centre stands where I would sell all of these potions — healing potions — from different planets.”
After graduating from high school, Lane moved to Vancouver for a few years, then to the Cayman Islands and to Costa Rica where she did her yoga training. But it wasn’t until she moved to Australia as a brand ambassador for Lululemon, that the idea of opening a business based around her love of potions really began to form. “I started studying skincare, different ingredients and their benefits, and aromatherapy while living in Australia.”
Now back in Edmonton, Lane is creating an experience that is completely unique to the city. “What I love about being back in Edmonton is that there is nothing really like this here. There are people doing skincare, but it is happening on a really small scale… in a facility like this, we can really ensure the quality that I feel women need. I want to meet every single woman who walks in the door and take her through the products. We want to help them with their own self-care and their own self-love.”
The Pura skincare line is all about ritual and using ingredients and scents that are organic, natural, and truly good for the skin. You will find lotions, masks, body oil, body mist, mane mist, and even yoga mat spray in the collection running from about $36-$54 a bottle. Lane is also planning on launchingan organic baby line in 2016. You can find Pura at various businesses around the city including Red Ribbon, Plum Home + Design, and Noorish. The Pura studio is open to the public on Wednesday afternoons from 10 am – 4 pm. Visit the website to shop online. —Lindsay Shapka
What is bespoke perfume?
Find your signature scent with a perfume built from scratch! This service includes a one-on-one in-depth scent analysis with Lane that will result in a custom scent made just for you. This exclusive service begins at $425. Email firstname.lastname@example.org to book an appointment.