Delicious, fresh, and healthy. Those are the three pillars of Pure Deli’s DNA. “I want people to feel that these qualities show in everything — the ingredients, presentation, atmosphere, and service. It should be a place that feels both welcoming and beautiful, whether someone is grabbing a quick bite or sitting down to enjoy a full meal” says seasoned entrepreneur Ingibjörg about her successful health food restaurant.
“I also try to keep prices as low as I can — it’s a challenge since we make everything from scratch, using the best ingredients available — but I want my customers to feel they can afford to visit often and eat healthy foods regularly.”
The green juice is an absolute best seller.
The idea for Pure Deli first came to Ingibjörg nine years ago, after decades as a successful business owner in fashion and retail. “I was young when I entered the industry and worked both here in Iceland and in Denmark. I have three boys, and I found it hard to be apart from them. There was a lot of travel and a lot of pressure. More than anything, I wanted to be closer to them. That’s why I started looking for a business location that would better fit my life. I found a space in Urðarhvarf, Kópavogur, and realized I could build something meaningful there. And the best part – it was within walking distance from our home.”
And the concept itself — was it always connected to food and wellness?
“Yes, the salads, the juices, and its health philosophy came from my personal passion. I then found the right location, and built the place from scratch. I came up with the name, designed the space, and created the menu. This became my new baby.”
Ingibjörg shares that transitioning from fashion to the restaurant industry was a bit tricky. She mentions, “I had to figure out a lot from scratch. I did learn some things from other chefs I know, but I also read and researched a lot on my own. I always need to fully understand things for myself.” It’s clear she’s dedicated to learning and growing in her new venture.
Asked about the biggest challenges she faced in running the business, she remembers how difficult it was for some staff members from different countries and cultures to accept a woman in a managerial role. “Even though I was the one running things, they were used to men being the boss. It was indeed challenging, but also a valuable learning experience. I had to step into the leadership role in a much firmer and more confident way.”
A few years back, the Urðarhvarf restaurant endured serious smoke damage caused by a fire in a nearby warehouse. For Ingibjörg, that was understandably a heavy blow. “I’m still processing it. I had been running the restaurant for six years, working every weekend, and pouring everything into the business. And then it happened in just a few minutes. It was an incredible shock.”
“Even though I was the one running things, they were used to men being the boss. It was indeed challenging”
Did you ever consider quitting?
“Yes — at first. For a few days. But I couldn’t let it stop me. There was something in me that had to keep going.”
When Ingibjörg found the perfect new space in Skeifan, a popular service and retail area in central Reykjavík, it felt like the right opportunity to continue. “It was, however, smaller, and came with certain limitations. We had to fit into a tighter setup, utilize every inch, and adjust to a new reality. It was hard, but we got through it” she smiles.
It is clear that Pure Deli holds deep personal significance for Ingibjörg — it’s much more than just a business. “Yes, that is indeed true. It is a big part of my life. I love the food we serve here, eat it myself, and I truly believe in quality and balance. I also believe in the 80/20 mindset — eating well most days but still allowing yourself to enjoy life. A great cake and good coffee are part of that, too. Additionally, I see how juices and health foods are becoming more common throughout the year, not just after Christmas and in the fall, like they used to be. It’s now a year-round thing — more of a lifestyle choice nowadays” she says.
“I believe in the 80/20 mindset — eating well most days but allowing yourself to enjoy life.”
Ingibjörg believes that it’s important to feed the soul as well as the body.
What advice would you give your younger self before opening your first location?
“Trust yourself. Listen to advice, yes — but don’t assume others always know better. It’s taken me blood, sweat, and tears to learn that lesson. My interest in business has also grown significantly since I started running my own restaurant. Earning an MBA degree a couple of years ago gave me a lot of confidence, as well as tools to become a better businesswoman. One thing that I strive for — and admire in other restaurants — is maintaining consistency and quality over the years.”
Having already opened a second Pure Deli location in Bæjarlind, in Kópavogur — her hometown — Ingibjörg plans to continue growing and expanding the brand. “I recently completed training as a yoga teacher, and I want to explore more opportunities in health and wellbeing. I can see applying the Pure name in a larger context. Maybe in a wellness studio, subscription services, and health-focused packages that make it easier for people to get started” she muses. “And I would love to create wellness retreats — both here in Iceland and possibly abroad — where food, movement, and calm all come together.”
Pure Deli has two beautiful locations — This one is in Suðurlandsbraut 48, Reykjavík.
INSIDE TIPS FROM INGIBJÖRG
Which dishes best reflect the heart of the place? “The Pure Deli salad, definitely. And the juices, especially the green one. It’s always a bestseller, all year round. Then there’s the avocado chicken wrap and our avocado toast, which I’m really proud of” she smiles. “On weekends, our weekend platter is very popular. And finally, you won’t be disappointed by our coffee and cakes.”
