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story.lead_photo.caption Kelsea Miner (left) and Chasity Johnson (right) cut the ribbon to new shop, Pure by Vurchuu, surrounded by close friends and family members. (Marvin Richards/News-Times)

Pure by Vurchuu held its ribbon cutting in conjunction with the El Dorado-Union County Chamber of Commerce on Nov. 20 to celebrate the boutique’s grand opening.

Boutique owners Kelsea Miner and Chasity Johnson were surrounded by close friends and family members to usher in their new shop. Black and white balloons anchored the shop’s entry way and those in attendance carried that color theme in their wardrobe by donning the in-house brand (Pure by Vurchuu) t-shirts and accessories.

Both women were excited to have their loved ones in attendance and are looking forward to serving the El Dorado community.

“We want to provide wear and fashion for everyday women,” Miner said.

“We have something for everyone — men, women, plus-size, all body types,” Johnson added.

The fashion duo describe their style as casual and elegant, which reflected throughout the store. Hanging from the racks one can see a wide array of clothing pieces, from comfortable and plush joggers to intricately made and designed cardigans and tops; customers have a lot to choose from. Customers will also have the ability to purchase Pure by Vurchuu clothing and accessories as the brand tags and styles are featured on display mannequins in the store.

The shop also carries many accessories to top off one’s ensemble like a pair of stylish sunglasses that are a part of a whole glasses display in the boutique.

The ladies also tell the story behind the shop and brand’s name.

“We like the word Pure because it means 100%,” Johnson explained.

“And Vurchuu means Virtuously Using Righteous Choices Helping Us Unite,” she continued, emphasizing the motto in which they live their life and will be operating this business.

Miner and Johnson join a group of new Black women business owners in the community that includes Kim Benson of Wildcat and Elite Nutrition, Jennifer Boddie of J-Bo’s Handbags, and Karen Kendrix of Sassy Red Fashion.

Pure by Vurchuu is located at 1918 North West Avenue. Their regular business hours are from 10:30 a.m. - 8 p.m., Monday through Saturday.

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