At O2, we're drawn to founders who lead with both intention and intuition- those who transform daily rituals into artful acts of self-care. Elizabeth Stein, the visionary behind Purely Elizabeth, is one of those rare women. As a holistic nutritionist turned granola entrepreneur, her work has redefined what it means to eat well, and live well. In celebration of our summer event together, we sat down for an intimate conversation on food as ritual, the beauty of evolution, and how she's cultivating a new kind of community through wellness.
Let’s start with the root - what was the early seed that grew into Purely Elizabeth?
" The early seed was planted in a holistic nutrition class, where I learned that food truly has the ability to transform how we feel. I wanted to make that kind of nourishment easy, accessible, and joyful. I launched Purely Elizabeth with a muffin mix at a local triathlon in 2009, and it’s grown into something so much bigger—both as a brand and as a mission to help others thrive on their wellness journey."
Many people aim to “eat better,” but your approach feels softer and more intuitive — could you share how you think about nourishment?
"To me, nourishment is more than what’s on your plate—it’s how you care for your whole being. I’ve learned that eating well doesn’t mean perfection; it means tuning in, listening to your body, and choosing foods that both fuel and comfort you. I embrace an 80/20 mindset: most days it’s about fueling my body with whole, vibrant meals—but I believe wellness also includes space for indulgence and joy."
Purely Elizabeth recently celebrated 15 years— Congratulations! What an exciting milestone. When you look back, what are you most proud of?
"Thank you! It’s surreal. I’m most proud of building a brand that has stayed true to its values—from clean ingredients and sustainability to helping our community feel their best. And I’m equally proud of the culture we’ve created within our team."
What are some of your favorite wellness rituals right now?
"Lately, I’ve been savoring the slower, simple things: morning walks with my dog, grounding sauna sessions, and nourishing home-cooked meals. I’m also back into practicing gratitude daily, even if it’s just a quick reflection. Those quiet moments of make such a difference."
We talk a lot at O2 about movement (and nutrition) as medicine. Is there a practice that you love?
"For me, movement truly is medicine—whether it’s hiking in the mountains, strength training, or a Pilates session. Each practice offers something different, but they all help me feel more grounded, and connected to my body. Really, any form of movement has the power to shift my energy and mindset."
As a founder and a woman, how do you stay balanced and present?
"It’s definitely a practice, and one that’s always evolving. I’ve learned that being present starts with creating boundaries—time to unplug, time in nature, time for myself. I try to bring intention into each part of my day, even the in-between moments."
What’s inspiring you lately—books, places, people, flavors?
"Travel always lights me up—especially my recent time in Paris and London. There’s something about the way those cities blend beauty into the everyday—it reminded me to slow down and find inspiration in the little things.Lately, I’ve also been inspired by the simplicity and vibrancy of seasonal ingredients from the summer farmers market -peaches, tomatoes, fresh herbs, and greens—flavors that celebrate the season."
And finally—what are you craving more of in this season of your life? Slowness? Fire? Discovery?
"I’ve been carving out more time to slow down and unplug, and that shift has naturally led to more creative clarity and discovery."
A Few of Elizabeth’s Summer Staples:
Favorite granola blend right now:
Hands down our new Peanut Butter Cookie Granola, it tastes like a Nutter Butter
First thing she drinks in the morning:
Water with all my supplement powders- greens, colostrum, creatine, collagen
Go-to movement class or ritual:
Morning walk
Travel essential for staying grounded:
Supplements, morning movement and a hot, long shower to end the day
Mantra of the moment:
Feel the fear and do it anyway
Join us Saturday, July 5th, at O2 Aspen for a powerful, music-driven Sculpt class led by Kristen Morris in partnership with the Purely Elizabeth Wellness Club. This energizing session is designed to ignite strength, intention, and vitality—rooted in movement that fuels both body and mind.
After class, enjoy exclusive wellness gifts curated by Purely Elizabeth and O2, including a bag of PB Cookie Granola, a Wellness Club hat, and more surprises to inspire your daily rituals.
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