About - The Story Behind PURE
Meet Simone Aïda Baur
Founder of PURE · Award-winning Interior Designer · Conscious Hospitality Advocate - and so much more…
Simone is Switzerland’s first vegan interior designer and the creative force behind PURE. With over 14 years’ experience in the luxury hotel sector and award-winning residential design, she bridges the worlds of five-star hotels and ethical living.
Simone’s Journey
Simone’s story begins in hotels, from entertainment and guest relations at Casa de Campo and Couples Resorts in the Caribbean, Sales at Hyatt in Dubai to Regional Sales for the collection of Rosewood Hotels & Resorts. There she mastered the art of hospitality at its highest level. Simone learned what it takes to turn a guest stay into a story worth telling - and she’s been telling those stories ever since, through award-winning interior design.
Her career took her across three continents and more than 25 moves. Along the way, she became fluent in six languages and gained a rare cultural fluency that allows her to connect with people from every background - a gift that now informs her design work for hotels welcoming an international clientele.
After studying interior design at the renowned KLC School of Design in London, she founded her sister company, Global Inspirations Design, in Switzerland, Simone shifted into residential interiors, creating award-winning homes and vacation properties that reflected her clients’ values and personalities with style and soul.
Then, things changed...
“PURE was born from the belief that hotels shouldn’t have to choose between style and sustainability, between luxury and compassion. With the right design and guidance, you can have it all - and your guests will thank you for it.”
The Turning Point… and coming full circle
In 2021, Simone embraced a vegan lifestyle - and with it, a new perspective. Even in the most exquisite five-star hotels, she noticed the same blind spots: leather headboards, wool carpets, spa products tested on animals, menus with only a token plant-based dish. For the conscious traveller, the experience felt incomplete. So, today, Simone is passionate about creating a new story… by returning full circle back to where she began. Back to hospitality.
Simone is an established trend translator, spotting shifts in the market before they hit the mainstream. She’s a guest experience expert, designing every touchpoint from check-in to check-out with beauty, comfort, and ethics in mind. She’s a luxury brand storyteller, helping hotels position themselves not just as places to stay, but as icons of the new luxury.
Now, Simone brings that rare combination to help hotels in Barbados and the wider Caribbean lead the next era of ethical luxury.
And that’s where PURE begins.
PURE’s mission is to make the conscious traveller’s journey seamless - from check-in to check-out. Plant-based dining to cruelty-free spa rituals. Sustainable interiors to curated in-room amenities. So every guest feels seen and heard. Every hotel with luxury and compassion at its heart.
For hotels in Barbados and across the Caribbean, this is more than an upgrade - it’s a chance to lead. To capture the loyalty of a growing global market. To turn a property into not just a destination, but a story guests want to tell again and again.
“This isn’t about making radical changes overnight. It’s about taking meaningful steps - stylishly, seamlessly, and at the right pace for your brand - so your hotel stays ahead of the curve while delighting every guest.”
