Pure, the classic
This is the first tableware line designed by Pascale Naessens in collaboration with Serax. It was an instant hit. The tableware is made of high-quality pottery and has a timeless design suitable for everyday use and special occasions. It is available in 3 colors: green, brown and gray. The glazes have a particularly natural effect, creating subtle shading and depth in the colors.
Pure by Pascale Naessens for Serax
Pure has truly become a classic. Both housewives and top restaurants (Pure-C, Boury and the world-renowned London restaurant Hakkasen) serve on Pascale Naessens' plates.
The dinnerware is still popular with a very diverse audience, including chefs, amateur cooks, stylists and interior designers, as well as ordinary consumers looking for a beautiful and functional dinnerware.
Serax is a Belgian family business, regularly Axel's mother walks around it, she is actually the founder of the company.
When I arrived there 13 years ago, Serax was not yet working so much with ceramists. Roos van de Velde was one of the first, a very good ceramist and a real artist. I have seen the company grow and in the meantime, Serax is working with top national and international ceramists/designers such as Fréderick Gautier, Antonie Sciortino, Anne Demeulemeester, Marie Michielssen ... and top culinary chefs such as Sergio Herman and Ottolenghi. I feel particularly honored in their company.
Serax has also become very important as an international player, they sell all over the world. As a result, I regularly get forwarded photos from Belgians abroad who let me know that they have dined on my ceramics in Bali, Maldives, China, Poland, ...
