PUREfourhundred

At the height of the Gilded Age, when the newly rich flooded the city of New York, a certain lady, considered the queen of New York by many, chose among them the recognizable elite. Mrs. Caroline Webster Schermerhorn Astor, known for her supremely selected “Four Hundred,” in the late 19th century, was well known both for her social status and connections. The “Four Hundred’ was a social index, and a coined phrase used to reference the most successful, stylish, and sophisticated in society, and the number of guests who fit into Lady Astor’s ballroom. Ward McAllister, debonair and journalist printed the list of “Four Hundred” in 1892, and everyone sought to make Mrs. Astor’s precious list. The “Four Hundred,” entered the national vocabulary, describing New York’s crop of elite. The Vanderbilts, the Roosevelt’s, and others, known for their family legacies, but also, members of Mrs. Astor’s precious “Four Hundred.” It is from this exclusive list that PUREfourhundred derives its’ name. Mrs. Astor’s legacy of influence and her uncanny ability to throw a party in her famous ballroom inspires us at PUREfourhundred. Crystal chandeliers, and strings of pearls, her ballroom was not just an exclusive event, but also a premium location. Plush red velvet couches, and marble horse heads, we like to think that Mrs. Astor also had a bit of the PUREfourhundred partiality for beautiful design.

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