Finding a signature scent takes trial and error. Jeimy Simon’s new perfume brand aims to change that.
Simon is a senior public relations major who also earned a Business Certificate from the Stillman School of Business. She was born and raised in the Dominican Republic, and she and her mother moved to the U.S. in 2022 after accepting her offer to attend Seton Hall, making Simon a proud first generation college student.
Starting her own brand of perfume wasn’t Simon’s original plan. She started making perfume oils just for herself, at first, with a manufacturer. But compliments from other people, her mother, and the idea of a challenge kick-started Simon’s dream of starting her own business.
“You don’t need a five-year plan, you don’t even need a one-month plan, just start with what you have,” Simon said.
Inspired by her love of fragrances, Simon started her own fragrance brand, PURE, focused on accessibility.
“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.”
Turning her aspirations into action, Simon set forth on the journey to start her business that modeled just that.
Popular perfumes from designer brands are usually expensive and small. Now, consumers don’t have to invest just for a fragrance if they purchase PURE.
“I didn’t want to use [designer scents] every single day, because then I’m going to have to save them for special occasions,” Simon said.
Her scents are inspired by popular designer scents and allow students to smell good for a reasonable price.
Each perfume oil is a version of an original perfume. For example, one of Simon’s “for HER” scents, “Aura,” was inspired by Jimmy Choo’s “I Want Choo.” A “for HIM” scent from Simon called “Prime” is her version of “Gucci Guilty.”
Simon’s scents are an affordable luxury that she hopes to share with other students—and the world—through perfume oils.
Another one of Simon’s priorities when creating PURE was using scented body oils that hydrate and absorb into the skin so that the scent lasts longer, instead of using alcohol like many designer brands do, which dehydrates the skin and wears off quicker, she said.
“[Using body oil is] why it also gives a little glow every time you put [PURE] on,” Simon said.
Simon officially started her business in 2025, but the idea came to her during the fall 2024.
“A year and a half ago, this was not on my radar at all,” Simon said. “I’m going to be honest with you, I was very scared, but I’ve always wanted to do something that represents me.”
According to Simon, starting PURE has been the most rewarding part of her college experience because she could apply knowledge from the classroom and add her own touch to it.
“I tried other businesses in the past, but they didn’t work because they didn’t feel like me,” Simon said.
She credits her time and opportunities at SHU to having a “direct impact” on her success, not only in the classroom or with her business, but also for her internship at Marina Maher Communications in New York City. Here, she’s able to both utilize and strengthen her research and marketing skills that translate into building her brand’s online presence.
“Research skills have helped me understand my target consumer, analyze competitors, and make intentional decisions rather than guessing,” Simon said.
Skills Simon has learned in the classroom have also aided her in her business endeavors.
“[Public relations classes] taught me how to think strategically about audiences, messaging, and brand identity, which I apply every time I create content, write product descriptions, or plan marketing campaigns for the brand,” Simon said. “[They] helped me approach PURE not just as a creative passion but as a strategic brand, and they’ve given me the confidence to trust my ideas and execute them with purpose.”
Simon manages to balance all these roles and work weekends as a server, which gives her little time to start a business.
“Last semester, it was very hard because I was taking five classes, starting a business. I had my internship, and my other job,” Simon said. “On top of that, I try to stay on top of my health and go to the gym.”
Simon said she conquered this issue to set herself up for success by setting clear intentions, minimizing distractions through deleting apps on her phone, and improving her multitasking ability.
“You’re never going to be ready,” Simon says to students looking to start their own business. “Just find something that really feels like you, because when you connect with the product, it doesn’t feel like work. You just enjoy what you do.”
During Spring 2026 Formal Recruitment weekend for sororities on campus, PURE samples will be available to participants from Jan. 30–Feb. 1. This will be the first public showcase for the brand.
To use PURE perfumes or cologne, spritz a few drops into the palm of your hands and rub into skin, hair, and clothes. The oils come in 30ml bottles that are perfect for on-the-go use and even meet TSA regulations, so you can travel with them.
Keira Bala is the Videographer for The Setonian. She can be reached at keira.bala@student.shu.edu.
