Pure Enchantment is the business behind the Ella-Max lable and Cozy-B plush blanket product range.

Formed by Caron Hansen, a corporate accountant by training.  Wife and mother of two, Caron, grew up in Perth with the dream of wanting to run her own business – "I just didn’t know what my niche business would be?".

"I needed something inspiring that I could get excited about and really believe in".

Well it was a missing blanket that turned into being the start of the business adventure, and so the business Pure Enchantment was born.

So the story goes… Caron's daughter has had a favourite blankey since the day she was born. In fact she even had two; one for home and one for family day care.

Caron searched for the same blanket for a gift... "we searched and searched and could not find this special blanket".

After two trips overseas, many appointments with potential manufacturers, and much liaison to develop the right product, the first product Cozy-B by EllaMax (the first label – a legacy for Caron's beautiful children) is now a reality for us to share with many.