Pure of heart

Pu­rity founder and owner Nizam A. Baki re­veals how he brought de­sign-con­scious­ness to the re­gion with the launch of his em­pire.


Pu­rity founder Nizam A. Baki on how he brought de­sign-con­scious­ness to the re­gion with the launch of his em­po­rium

Sim­ple, el­e­gant and ethe­real: Like the iconic prod­ucts that help de­fine his­tory, the best de­sign pur­vey­ors not only de­mon­strate re­fined judg­ment, but an acute sense of what it means to be hu­man. Nizam A. Baki, founder of Pu­rity, has cre­ated a des­ti­na­tion that has trans­formed how Dubai ex­pe­ri­ences the world’s most stylish fur­nish­ings and ac­ces­sories.

With the re­cent launch of the first Boffi Stu­dio in the MENA re­gion from its stun­ning Dubai De­sign District (d3) show­room, Pu­rity has once again cre­ated a fo­cal point for the re­gion’s most se­lec­tive de­sign afi­ciona­dos. But Baki has been a pi­o­neer and cru­sader since 2004 – long be­fore the re­cent ex­plo­sion of the re­gion’s de­sign scene.

What re­ally sets Pu­rity apart is that it was the first firm in the re­gion to de­sign its kitchen and bath­room show­room like a gallery space. Clean and min­i­mal­is­tic, it made a dis­tinct de­sign state­ment.

“Pu­rity was founded in 2004 with a vi­sion to bring the re­gional mind­set one step closer to de­sign,” says Baki. “With a unique con­cept in place, we moved from be­ing a lux­ury home­ware trad­ing brand to one that makes de­sign-con­scious liv­ing pos­si­ble in the re­gion.”

The com­pany’s cus­tomer base ini­tially com­prised ex­pats, but to­day there is strong de­mand from GCC na­tion­als who re­alise the value of de­sign and well­be­ing, thanks in no small part to the local au­thor­i­ties’ ini­tia­tives to make Dubai a global hub for de­sign. For that rea­son Pu­rity has fea­tured top brands such as Nero Si­cilia, Glas Italia, Rit­mo­nio, Lithea, Om­vivo, Vaselli and many oth­ers.

“We moved our head­quar­ters to d3 in 2015. Be­ing an in­te­gral part of this com­mu­nity, we have seen in­creas­ing in­ter­est in de­sign and the de­sire of well­be­ing. The lat­ter is the driv­ing el­e­ment through­out ev­ery as­pect of our lives, and cus­tomers [in­creas­ingly] re­alise the value and im­por­tance of de­sign in their ev­ery­day life.”

Baki’s ex­pan­sive de­sign phi­los­o­phy and strat­egy in­cludes care­fully se­lect­ing brands that meet the high­est stan­dards for qual­ity and crafts­man­ship – not set­tling for sec­ond best in any re­gard.

“We are proud to be as­so­ci­ated with an un­ri­valled mix of high-end trend­set­ters, such as Boffi, Paola Lenti and Fantini [Ru­bi­netti], who shape the world of de­sign on a global scale. We have care­fully se­lected each part­ner for their unique his­tory, story and cul­ture, which fo­cuses purely on de­sign, func­tion­al­ity and dura­bil­ity. The se­lec­tion of brands was care­fully made to find unique sim­i­lar­i­ties in terms of qual­ity and de­sign [and yet en­sure] that [they] fit un­der one roof.”

Trust is what truly de­fines his busi­ness. And cre­at­ing trust means go­ing be­yond of­fer­ing prod­ucts. Baki’s com­pany takes the time and the en­ergy to know and un­der­stand clients on ev­ery level so they can be paired with items that speak to their life and their goals.

The de­sign leader has sage ad­vice for the young de­sign­ers in the re­gion. “[They] should not only fo­cus on aes­thet­ics in their de­signs but also func­tion­al­ity, qual­ity and sus­tain­abil­ity. More­over, they should read, travel, re­search and be cre­ative – as cre­ativ­ity has no lim­its.”

His fu­ture, also, is with­out a hori­zon. “By con­tin­u­ing our as­so­ci­a­tion with global brands, we will con­tinue to fo­cus on ex­tend­ing and strength­en­ing Pu­rity’s re­la­tion­ship with its cus­tomers through­out the re­gion,” he says. We can’t wait to see what’s next.

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