Pure Magik is only a little bit "magikal," in my opinion.
One has to fight pretty hard to make a splash among the Surry Hills Crown Street unique boutiques. With an off-kilter yet high end market blooming from North to South, it's easy for the play-it-safers to get lost in the shuffle. And unfortunately, that is what's happening for Pure Magik.
There's no denying, however, that there are some nice things in here. If your style is of the less edgy or eccentric variety, perhaps this will be your place? They have quite nice jewelry that utilizes feathers, gems and chain (oh so "now"). They also have a large variety of jewelry that uses those large South American seeds. You know, the ones that are red and black and kinda big like kidney beans. Yep, lots of adornments made out of those line the Pure Magik shelves.
Maybe I caught the store on an off day? Maybe between seasons? Maybe awaiting and shipment of something groundbreaking? I wouldn't turn my back on Pure Magik entirely, but it's not my new go-to. But hey, maybe you'll feel differently. read more