About Us

Our vision is to remove the negative impact of harmful processes and products on the planet and its inhabitants.


Bold vision, right?

We think so, but it keeps us focused on always striving to do better. We don't want to settle with mediocrity - we all (fauna and flora) deserve better than that!

Founded by two passionate Australian women, Pure Objective brings together a collection of designers and artisans who share a fundamental philosophy to do good for the world, but also ensure that we also look good and feel good!

How are we going to achieve this bold vision? 

1. Bringing together a community of like-minded people...

…who are leading the way by designing, manufacturing, packaging and delivering a range of products using sustainable and ethical practices. Items featured on our site must be sustainable and ethically produced to ensure our collective footprint on the world is minimised. Buying from our site means you're not only supporting us and our vision, you're also supporting many other small businesses. You become part of our growing community and are doing your bit to minimise the impact we have on the environment.

Every little bit counts.

2. Amplifying the impact of sustainable businesses in Australia, New Zealand and beyond.

Across the globe there are so many wonderful businesses that create quality, well-designed sustainable products and we love discovering, learning from and partnering with them. By bringing together these inspiring people and their businesses on a single platform, we are able to offer a large range of products making it easy for you to make those small, yet impactful, changes (which don't cost the Earth!).

3. Helping people make conscious purchasing choices.

We appreciate no one is perfect and often we don't have the head space or time to research and source a more sustainable alternative - particularly if you're doing that last minute shop on a Sunday afternoon! We aren't afraid to say we are definitely guilty of this on occasion.

So, our site has been designed to make it easier for you to safely make conscious, informed choices when buying online and as we grow our community of amazing brands, you'll benefit from a wider range of items which reduces the need to search endlessly online for reputable, quality brands. We've done the hard work for you already. 

(P.S if you know a fabulous brand that fits this ethos then let us know!)

Our mantra is...

Look Good Do Good Feel Good®

Who are we?


I've always been closely connected to the environment having spent my first four years in Papua New Guinea and with a father who, having read botany at university, fuelled my curiosity with the natural world. Growing up in Sydney, my parents always encouraged outdoor play and sports. I continue to get close to nature with my passion for rowing taking me to the water before dawn and by taking every opportunity to get out of the concrete jungle to the countryside or beaches. My interest in the betterment of the environment and communities accelerated when I had the rare chance to meet Sir David Attenborough and after completing a social enterprise course as part of my master’s degree, where I met Winnie. From that point on, we were committed to making this world a better place than when we arrived and Pure Objective was born.

I am definitely not perfect when it comes to living an eco-friendly lifestyle, but I am slowly making practical little changes along the way as it all adds up in the end! It's a fun, inspiring and wholesome journey. I just hope a few other billion people start to think the same way... because I kind of like this planet we live on.


I was born in the USA but I grew up in Sydney, Australia since the age of five. As one of five daughters, most of my childhood was spent doing exactly what kids did in the 'pre-mobile phone' era - camping, hiking, climbing trees and riding bikes. My parents have always been keen advocates for nature and animals, and whilst I grew up in suburban Sydney, our daily routine composed of collecting fresh eggs from the chooks in the morning and picking vegetables from the enormous vegetable patch in the afternoon for dinner. I consider myself energetic and outgoing; I simply love good fashion, good food and good company. Supporting local business, particularly those doing great things for the environment, was a philosophy instilled in me ever since I was little and it is this philosophy that lies at the core of Pure Objective.

As two like minded individuals, Emma and I have come together to co-create this exciting company and with our partner suppliers, we look forward to collectively playing a part in reducing the negative impacts that humans are having on the environment and its inhabitants.