‘Lizzie Pure’ Opens Kids Collection in Lenox Square

One good turn deserves another. Epstein School mom Liz Korn, aka Lizzie Pure, was featured in the AJT in October touting that despite the pandemic, her luxury branded store Pure Atlanta in Lenox Square mall was thriving. Only she knows if a twinkle in her eye envisioned opening an adjacent children’s concept Pure Kids this month.

“For many years we have offered a curated assortment of luxury kids’ designers like Fendi, Givenchy, Balmain, Versace in our flagship store Pure Atlanta, which is a destination for well-traveled celebrities and tastemakers. We’ve had clients fly in from Vegas just to shop the Pure kid’s section. This enthusiasm urged me to give it a separate space to build as a separate identity.” From infant Versace crib shoes to Fendi scooters for birthday photos, Korn carefully curates every category and created this new fun space that kids want to visit.

Growing up in Davie, Fla., she graduated Florida State University and got her MBA at Florida Atlantic University in Boca Raton. She also operates Pure stores in Houston, Miami and Charlotte, and was recently featured in Forbes magazine, “Meet Liz Korn, Owner of the Cult Retail Store Pure Atlanta” (Feb. 3).

Korn started the first kids’ section after she had daughter Esther, who is very passionate about fashion and expressing her creativity through her wardrobe. “She could be found in my closet trying on my clothes. I wanted to dress her like me, in designer looks to match my style. It was challenging to find premier designers in America, and that’s when I decided to add this category. Now we offer mainline ‘mini-me’ styles from the most coveted collections, which allow children to dress exactly like their parents.” Korn is a social media star, often seen posing with rappers and high-profile celebs.

“Now we are honored to have two stores in the luxury Neiman Marcus wing of Lenox, one of the best malls in America. We are looking forward to a time where we can celebrate the opening with friends, family, and the city we love so much.”