Jeimy Simon, a senior public relations major at Seton Hall University and a first-generation college student from the Dominican Republic, has launched her own perfume brand called PURE. Simon, who also earned a Business Certificate from the Stillman School of Business, began creating perfume oils for personal use before deciding to turn her hobby into a business.
Simon said that encouragement from others and her desire for a new challenge motivated her to start the brand. “You don’t need a five-year plan, you don’t even need a one-month plan, just start with what you have,” she said.
PURE focuses on making fragrances accessible and affordable. “I started PURE because I love fragrances and affordable luxury, but more than that, I wanted to create something bigger than myself,” Simon said. “A brand that adds value, builds confidence and helps people step into the best version of themselves every day.”
Unlike many designer perfumes that are expensive and come in small bottles, PURE offers alternatives inspired by popular scents at lower prices. For example, the scent “Aura” is based on Jimmy Choo’s “I Want Choo,” while “Prime” is inspired by Gucci Guilty.
Simon explained that using scented body oils instead of alcohol allows the fragrance to last longer and hydrates the skin. “[Using body oil is] why it also gives a little glow every time you put [PURE] on,” she said.
She officially launched PURE in 2025 after developing the idea in late 2024. Reflecting on her journey, Simon said: “A year and a half ago, this was not on my radar at all. I’m going to be honest with you, I was very scared, but I’ve always wanted to do something that represents me.”
Simon credits her education at Seton Hall for helping her develop skills relevant to building her business as well as securing an internship at Marina Maher Communications in New York City. She noted: “Research skills have helped me understand my target consumer, analyze competitors and make intentional decisions rather than guessing.” She added that public relations classes taught her how to approach PURE strategically as a brand.
Balancing schoolwork with running a business has been challenging for Simon. She manages multiple roles including working weekends as a server. To manage these responsibilities she sets clear intentions and minimizes distractions.
For students interested in entrepreneurship Simon advises: “You’re never going to be ready… Just find something that really feels like you because when you connect with the product it doesn’t feel like work.”
PURE will be publicly showcased for the first time during Spring 2026 Formal Recruitment weekend for sororities at Seton Hall University from January 30 through February 1 when samples will be available.
The perfume oils are sold in 30ml bottles suitable for travel under TSA regulations.
Keira Bala contributed reporting for The Setonian.
