The distinctive particularity of Pura Lopez shoes is the color spectrum of pastels, which vary depending on the season. Thanks to accurate calculations of the form construction, Lopez manages to create the models with high heels and platforms without compromising the stability.

Lopez chose her motto: "Your shoes should inspire you to walk" and her concept: "a shoe is a main accessory in the woman’s wardrobe" considering it to be an indicator between the platitude and elegance. According to Lopez "The shoes are communication".

Pura Lopez shoes are of medium-high level. The target is all types of woman – from city girl to businesswoman or modern mom. The perfect shoes accompany them in every situation. Finally women can be Fashion but no more Victims. The creations of Pura Lopez are elegant and comfortable. From last season she introduced a SOFT-MADE sole – the shoes with special insertion to make them more comfortable. Pura López relies more than ever on the shoe as an accessory - the shoe becomes the focus of the attention and a possibility to express oneself.

As part of their marketing philosophy, the brand is featured in numerous magazines including Elle, Hola, Grazia, Instyle, Telva, Woman, Madame, etc. At the moment Pura Lopez is present in more than 1000 places worldwide. Those are fashion boutiques, monobrand store and department stores of the whole world. Pura Lopez has its own stores in Piazza de Spagna in Rome Fashion district, in Galeries Lafayette on Boulevard Haussmann in Paris, France and Galleries Lafayette in Casablanca, Morocco.