VERA PURE creations are nourished by Japanese “Wabi Sabi” philosophy, Italian design esprit and Swiss precision. VERA PURE’s highest priority is the function integrated into the design.
As a student, Vera Purtscher fell in love with beautiful cutlery designed by the famous Austrian architect and designer Joseph Hoffmann. She spent two monthly salaries to get only 4 pieces but was disappointed at the dinner: “It was nice to look, but felt miserably in the hand; anything but ergonomic,” she says. “It has to be possible to design nice and ergonomic, perfect cutlery”.
It took Vera seven years of development and prototyping of her MoonLashes to fulfill the highest functional and aesthetic requirements. The production companies tried to simplify her design and cut the costs of a very complex production process. With no one to take risk of producing such complex cutlery, Vera took all of her savings and ordered the first series of MoonLashes: the “birth” of a businesswoman.
Months later, she was delivered a 3, 5 tons of cutlery. Putting everything on one card resulted in many sleepless nights. What should an architect do with so much cutlery?
Fortunately, it was discovered by some famous chefs and Vera is today proud that her MoonLashes found their way into some of the most exquisite restaurants in the World.
VERAS DREAM STORY FROM THE EARLY 1980s
“As a young student and a single mother, I visited Florence with my little son, as well as Vicenza – the city where Andrea Palladio worked more than anywhere else, and the city that is also known for its silver processing, especially its cutlery shops. There they were now, numerous models on velvet and somehow all pretty much the same. Boring and without development or deeper logic beyond the usual.
I don’t know if it was thanks to the many architectural impressions, to the testimonies of the highest sculptors and the fine arts, to the heat or to my sweet little boy, I dreamed of a spoon the night after; Or was it a Modigliani portrait? Or was everything just mixing?
That I don’t know. But years later, as I was holding Hofmann’s cutlery in my hands and wanted to eat with it, but was just disappointed in its functionality, I reached for a pencil to create different cutlery and sketched a silhouette of one of Modigliani’s portraits remembering my dream again. “Falling in” would be a good word for it.”