Pure by Jen was founded in 2007 by Jennifer Rubenstein. Rubenstein and her handpicked staff take great pride in the shop and its upscale clothing lines, handbags and accessories. Pure is an acronym for princess, unique, rowdy and elegant. This mantra of sorts is displayed in every item found in the fun boutique. A boyfriend or spouse will even find his place on a comfy couch, watching the big screen TV and sipping the complimentary coffee.