About us

PureFX is proudly owned and operated by Gerry and Carol, long-time locals of North Canterbury who have guided the business with passion and dedication for over 25 years. Gerry grew up watching his parents work hard at their Kaiapoi orchard and market garden, which inspired his love for business and the value of hard work. In addition to his entrepreneurial spirit, Gerry was heavily involved in the Canterbury/Kaiapoi rugby scene, where he coached and worked closely with teams. It was during these years that he gained firsthand knowledge about sports injuries, massage therapy, and the power of communication and teamwork. His growing interest in holistic well-being was further nurtured alongside Carol, as the two of them studied a range of healing practices, including massage therapy, aromatherapy, Reiki, crystal healing, and other complementary therapies.

Their passion for natural health and healing also influenced their family. Gerry's son Matthew went on to explore crystal wellbeing and energy-based healing, while his daughter Abby developed a deep interest in massage therapy, psychology, and creative crafting. Together, their shared knowledge and love for holistic wellbeing laid the foundation for what would become PureFX—a family business grounded in natural healing, creativity, and connection.

The story of PureFX began when Gerry was making furniture, and Carol asked if he could build her a portable massage table to assist with her massage and beauty therapy studies. That first table sparked the creation of Aurora Tables, a brand that quickly gained popularity as friends and locals began requesting tables of their own. As demand grew, Gerry transitioned from handcrafting each table to outsourcing production, turning his designs into high-quality factory-made products. Though Aurora Tables has since become a separate venture, it laid the foundation for what PureFX is today.

Carol’s passion for holistic wellness led her to study aromatherapy, which in turn inspired the development of PureFX's first line of massage balms and creams. These handcrafted products remain a cornerstone of our range and are trusted by massage therapists across New Zealand and Australia. Made in-house in small batches, they reflect our commitment to quality, care, and natural ingredients.

As our community of makers grew, so did our product offerings. Today, we provide a wide selection of natural skincare and wellness ingredients, including essential oils and blends, nourishing butters like shea and cocoa butter, natural healing oils such as rosehip and calendula, and a variety of carrier and massage oils. We’ve also expanded into candle and soap-making supplies, offering 100% phthalate-free fragrance oils, quality candle waxes, melt-and-pour soap bases, and more. Whether you’re crafting for personal enjoyment or running a small business, we’re here to support your creative journey with reliable, high-quality ingredients.

At PureFX, our mission is to empower creativity and wellbeing through access to premium, natural materials. We strive to inspire New Zealanders to create—whether it’s soothing balms, nourishing skincare, or beautiful handmade candles and soaps.

While Gerry and Carol continue to guide the vision of PureFX, their daughter Abby has now stepped into the hands-on manager role. Abby brings fresh energy and a keen eye for detail to the day-to-day operations, ensuring the same high level of care and service that has been the foundation of PureFX. Gerry and Carol have stepped back slightly from the daily operations but continue to be actively involved in shaping the future of the business.

As a proudly Kiwi-owned and operated business, we understand the unique needs of our local makers. Our close-knit team of 10, all based right here in North Canterbury, is the heart of PureFX. From carefully packing orders to offering friendly, knowledgeable support, each team member plays a hands-on role in delivering the quality and service our customers rely on. We take pride in knowing the names and stories behind the orders we send out.

Looking ahead, we’re excited to keep evolving. We’ll continue expanding our range, deepening our connection with our maker community, and finding new ways to support you—our customers—as you create, heal, and thrive.

Let’s make something amazing together.