Our Story

PURETOI GmbH, based in Düsseldorf, was founded at the end of 2021 by Petra Dieners together with a team of experienced experts from the fields of fashion, PR, online marketing and photography. The launch of the first own collection 'Metropolitan' took place in February 2022.

Petra Dieners

Düsseldorf-based fashion and lifestyle influencer Petra Dieners inspires her international fan base like no other blogger in her segment.

Petra Dieners reaches up to 1 million readers a month with her fashion blog "lieblingsstil.com". She blogs about fashion, new trends, interesting people and everything that makes life more beautiful. She has several hundred thousand followers from all over the world on her social media channels, who can look forward to new outfit inspiration every day.

The style icon from Düsseldorf also has an impressive CV: After working for Tchibo, Montblanc and Brendel Lunettes in Singapore, she founded her own company for high-quality garden furniture with its own production facilities in Indonesia and China, which she ran successfully for 15 years.

"I am completely in my element! It's incredible fun to realize my fashion and styling ideas together with this great team. We want to convey this joy of fashion and lifestyle with PURETOI."

Petra Dieners

The Brand


The name PURETOI was developed from the play on words pure (English "pure"), pour (French "for") and Toi (French "you") and stands for classic elegance combined with French-style lightness and a pinch of extravagance.