Today we’d like to introduce you to Elliot Durant.
Hi Elliot, so excited to have you with us today. What can you tell us about your story?
This is a story of constantly recreating oneself, always seeking to improve and make an impact in society. I was in show business for almost four decades. When the pandemic hit, my industry shut down, and I had to find a way to recreate myself once again. I found a need for pure drinking water in Miami and decided to learn about a new industry and make myself a business professional. Can’t, won’t, don’t, fear are all words that create an aura of negativity and I believe that there is always positivity and a rainbow just on the other side. This has been an extremely difficult task to undergo.
This vision also came with a cost other than the financial as I had to leave my family in California while we create this Pure Water Factory brand. Nothing great can be constructed without some sacrifice. I believe that where there is no great risk, there can be no great gains. I am 60 years young and believe that there is no time in life that you cannot recreate yourself. With that said, I am an advocate for a healthy lifestyle and fitness, and pure water was the natural fit. This is the third act of life as I see it and it should be the best no matter what. Adversity can be a stimulant that many can use to rise above and seek new rewards in life. Pure Water Factory was created from our passion to find something that we could flourish from and give us the ability to give back to society. We hope to build
a brand here in Miami that when people think of the best drinking water available, they automatically say “Pure Water Factory.”
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect? The road has been a bit bumpy, which includes many facets. First, the permit process for building out a store is an arduous ongoing process. Then, getting the funding and investment necessary is not simple. One cannot just get money from investors there are regulations to be followed; including the securities exchange and many other legalities. In addition, you must be prepared to invest a lot of your own money.
During this era of a pandemic, it was increasingly difficult to accomplish tasks with many people not working in offices. It increased the turnaround time, and there is nothing more efficient than face-to-face interaction. Prices have increased on many products along the way due to increased shipping, tariffs, and lack of product due to the halt of production worldwide. Also, something as simple as the name of our company being Pure Water Factory got us initially denied by building permits due to them stating that they are not zoned for a factory. After two weeks of waiting, we reached out and were informed of this. with that said, we had to ask, “Have you ever been to Cheesecake
Factory?” and the response was, “Yes its our favorite place to go.” We responded with, “Is it a factory?” to which they said, “Of course not its a restaurant.” They had to be told it was just a name, and we are not a factory. We were then approved in less than 48 hours. Simple things like that occurred.
Can you tell our readers more about what you do and what you think sets you apart from others? As Co-owner and Chief marketing officer of Pure Water Factory my duties entail daily operation of in store and all aspects of operation ranging from in store to delivery. My responsibilities are greatly focused around marketing and sales which are what generate the revenue. Our mission is to provide the best tasting, cleanest and purest water available in Miami.
What sets me apart from others, I feel is my attention to details and my desire to be the best at whatever task that I perform. Because at the end of every day the only person I have to impress and get approval from is the one I see in the mirror. My desire to be the best at whatever I do has been deeply embedded in me from a very young age. As previously mentioned for many years, I was in the entertainment industry in front of the camera and managing from behind the camera. When not doing that, I was in sales and management primarily in the fitness industry. I was most proud of my rapid rise in the fitness
industry. I started as a salesman which led to my promotion to sales manager after three months of consistent sales. Then shortly thereafter promoted to General Manager of over 50 employees.
When I began, our location was the smallest of a chain of five locations but was able to exceed the others in sales. We received highest sales recognition for five months consecutively.
Before we let you go, we’ve got to ask if you have any advice for those who are just starting out? My advice to anyone just starting out is to be resilient and when you get knocked down is to get up, brush yourself off, don’t repeat the same mistakes, thinking that there will be a different outcome. Trust and believe in yourself or no one ever will. Lastly and probably most importantly is manifest on a daily basis precisely what you wish to attain and be grateful for your successes and your failures as they are all important to your eminent success.
- Ultra pure water available at $2.00 per gallon • Alkaline water available at $3.00 per gallon • Free delivery with NO CONTRACT
- Email: email@example.com
- Website: www.purewaterfactorymiami.com
- Instagram: @purewaterfactory