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Pura Botanicals and So Pretty, Cara Cotter shares this boutique on Edmonton's 124th Street.©Emily Schutz Photography/Pura

Edmonton entrepreneurs Lane Edwards and Cara Cotter have a history. The respective founders of Pura Botanicals skin care and So Pretty, Cara Cotter jewellery, the pair previously shared studio space that was open to shoppers one day a week. Facing increased consumer demand, last summer, Edwards and Cotter took their working relationship to the next level, opening a shared storefront in a 100-year-old standalone building on the city’s 124th Street shopping strip. “Our businesses really started to grow, and we felt that one of our strengths was creating an experience for our guests by creating a great design space as well as a storefront. We really wanted that to translate into a more accessible boutique experience that was a hybrid of the two brands,” Edwards says.

The Pura side of the 600-square-foot space showcases the skin-care brand’s full selection of eco-luxe products such as the signature Overnight Masks created with ingredients including mango, watermelon and honey, all made at their Edmonton production studio. Wrapped in moody floral wallpaper by Netherlands designer Ellie Cashman, the shop’s So Pretty section features custom-made jewellery cases that stand at a higher height for easier viewing of Cotter’s baubles, including a new diamond fine-jewellery collection. “When you walk in you can’t tell that it’s two brands because the aesthetic is so similar,” Cotter says.

Joining forces has not only empowered both entrepreneurs, it’s inspired a sense of community. “We just keep elevating that shopping profile of Edmonton, which is so important,” Cotter says.

“It gives a real sense and value of community,” Edwards adds.

Pura Botanicals & So Pretty, Cara Cotter Boutique, 10120 124 St NW, Edmonton, 780-784-7872;,

  • Pura Botanicals Ambrosia Beautifying Serum Rejuvenating Face Elixir, $124.Pura

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