Pure Elements Water

As president and CEO of Pure Elements Water, longtime entrepreneur Rick Allen has made it his mission to enhance water quality with custom, environmentally sound solutions


Dianne & Rick Allen. Photo courtesy of Tony Florez

Dianne & Rick Allen. Photo courtesy of Tony Florez

When and why did you decide to start Pure Elements Water? What was the overall intention? 

This is my third company; I started my first one in 1979. In the past 40 years, I built and sold two water treatment companies before starting Pure Elements Water. We have been continually adjusting to changes in the economy, homebuilding market, water quality, health education and technologies. Our primary goal has always been to provide a healthier home living environment for everyone through water quality enhancement. In following this path, we have become intimately involved with both custom and production homebuilders, the health and wellness community, and of course, the current homeowner. We integrate the latest and most innovative total property approaches to addressing water quality issues throughout the home, pool and irrigation systems. We are unique because we custom design our systems based on each client’s specific water quality—we are definitely not a generic, one-size-fits-all company. In addition, all of our systems are environment-friendly.

Describe your approach for building your business to where it is today.

Our approach is simple. We provide an affordable way to enjoy a healthier and more convenient home lifestyle for people locally and across the country. The Pure Elements Water staff researches each municipality (and provides testing for wells) so that we can solve the existing water quality issues with custom-designed systems. We also work to protect our planet by providing innovative, exclusive technologies that are environmentally sound. An important aspect of our business is a focus on emerging technologies as they become available and proven. All of this, combined with superior customer service, has catapulted our company to our current position as an industry leader.

What cornerstones of your business do you credit with becoming a renowned leader in the water treatment industry? 

In 1981, my companies pioneered the Options Programs for water systems to be offered as upgrades by production homebuilders through their design centers. We have designed and installed high-end luxury estate home water systems costing more than $120,000 for discerning clients with special properties, and have more than 80 estate home systems in Newport Coast alone. Pure Elements Water is the only company providing systems that solve Total Property needs, benefiting the home, pool, water features and landscape irrigation. When focusing on health, we have special systems designed to address fluoride and other hard-to-remove toxins. We have spent years learning what is eating copper pipes in Southern California and around the country, and are the only experts regarding preventing pinhole leaks in copper plumbing. Pure Elements Water has been 100-percent successful for nearly 10 years in stopping leaks caused by chemicals in our water. This is true even in homes that have experienced multiple leaks in the past. We accomplish this without the cost and disruption of re-piping or epoxy lining processes. Our team continues to monitor health-related concerns about re-piping with PEX plastic piping and epoxy linings, suggesting that homeowners faced with pinhole leaks thoroughly research their options. Our systems cost less than the alternatives, stop the leaks and also provide exceptional water quality throughout the home. 

Tell me about the services Pure Elements Water provides. How do you assess a household’s water quality? 

We provide whole house and Total Property water systems. In determining how to design a custom system, we assess water quality with a thorough analysis of municipal Consumer Confidence (Annual Water Quality) reports, lab testing and visible issues inside the home. We then design and quote the system, fabricate to our specifications, install or ship the system, and provide start-up and programming (or consultation, if out of state).

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How do you work with homebuilders and contractors to ensure the utmost in water quality? 

Our systems are available in many of the production homebuilder’s projects through their design centers and plumbers. We also work with the finest custom homebuilders and their plumbers to design and install unique systems for each client’s personal needs. All systems are designed for the specific application, owner’s desires and water-quality issues.

Describe your other endeavorsand how these involvements energize you in the business realm. 

We really are an entrepreneurial family. I have been playing music in bands since I was 12 years old. My current band, Pinch Me!, is a five-piece group that plays locally in clubs and for charity/corporate events (with an occasional wedding). This band has been together since 2003, with a few personnel changes. We are featured at major events around town, including the Corona del Mar Christmas Walk (this will be our ninth year), Lobsterfest, and in the past the Balboa Island Parade After Party. Pinch Me! has a heart—we have played at many charity events, including Walk Now for Autism Speaks at Angel Stadium and the Rose Bowl, Down Syndrome, Mr. Irrelevant, Cure Duchenne and Semester at Sea. I am passionate about music, and it feeds my creative side. It is a great stress-reliever.

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My wife Dianne is an entrepreneur as well. She is a well-respected Realtor for Provenance Realty Group in Laguna Beach. She also owns California Vacation Rentals and Property Management, which manages short-term and vacation rentals for high-end coastal properties. Recently, Dianne was appointed as Director of Health and Wellness for Pure Elements Water, working with health and alternative care professionals who are referring clients as part of their regimen for optimum health. Apparently, we both like to keep very busy!

What trends are you currently seeing in your industry? 

Water quality is getting worse. Disinfectant levels are increasing (chlorine and chloramines); they have gone up nearly ten-fold in the past 10 years. There is a reliance on PEX plastic tubing to replace copper pipes, but there are major trending concerns about off-gassing, chemical leaching, biofilm growth, and recently a concern about resistance to today’s chemicals in our water. The water treatment industry in general is becoming a me-too, Internet-driven business selling one-size-fits-all systems that do not address many of today’s specific water quality problems. As products become cheaper with this mass-marketing approach, the consumer suffers. Most standard systems will not address the array of problems found in household water, as this varies greatly by area and supply. 

When it comes to water, what must we do to ensure longevity for both Southern California and the planet? 

We need to be aware! Bottled water is a real blight on the planet. Forty billion plastic bottles end up in landfills and millions end up in our oceans, and it takes up to 1,000 years for them to break down. In addition, plastic bottles can leach chemicals into the bottled water that mimic liquid estrogen, which has been related to many types of cancer. People need to recycle, take control and treat their own household water; find ways to save water in water features and landscaping; and pay attention to water trends in their area.

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2503 Eastbluff Drive, Suites 206 B&D, Newport Beach, CA 92660 ~ 949.644.1800 | PureElementsWater.com / StopPinholes.com

New American Cuisine in South OC

Neighborhood restaurant Hendrix features fresh seafood and fire-roasted meats in an inviting atmosphere  


Written by Beth Fhaner

Photo courtesy of Anne Watson Photography

Photo courtesy of Anne Watson Photography

An impressive newcomer to South OC’s dining scene, Hendrix Restaurant & Bar recently opened at Ocean Ranch Village in Laguna Niguel. The third concept for the owners/operators behind Driftwood Kitchen and The Deck in Laguna Beach, this gorgeous neighborhood resto focuses on New American cuisine. After an extensive remodel of the former Fred’s Mexican Cafe, the expansive, revamped space boasts a main dining room with a large bar, an enclosed patio area with distant ocean views, a lounge area, a private dining room and a retail wine shop. 

Executive Chef Rainer Schwarz’s rotisserie menu tempts with Rosemary-Lemon Chicken, spit-roasted Porchetta and Colorado Leg of Lamb, available as entrees or as a three meats platter. For starters, the zucchini cornbread with honey compound butter, the Roti Chicken and Prosciutto Fritters, and the chicken flatbread all make for appetizing shareable plates. The restaurant’s beverage program features an expansive wine list, craft beer and hand-crafted cocktails, including its signature drink, The Perfect G&T with Hendrick’s Gin—(the Hendrix moniker a play on this spirit).

“Our goal is to be a neighborhood restaurant that highlights local and seasonal ingredients, and delivers an experience that is approachable and desired,” notes chef Schwarz. Based on a recent visit, Hendrix is off to an auspicious start. 


32431 Golden Lantern, Laguna Niguel, CA | HendrixOC.com

Photo courtesy of Anne Watson Photography

Photo courtesy of Anne Watson Photography

Photo courtesy of Anne Watson Photography

Photo courtesy of Anne Watson Photography

Photo courtesy of Anne Watson Photography

Photo courtesy of Anne Watson Photography

Bucket-List Books

A bibliophile's lit picks for your library


Curated by Jenn Thornton

Photo courtesy of Flatiron Books

Photo courtesy of Flatiron Books

Marilyn in Manhattan: Her Year of Joy by Elizabeth Winder

In Elizabeth Winder’s tribute to tent-poles of American culture Marilyn Monroe and New York City, readers follow the megawatt movie star as she flees the frustrations of Hollywood for a new identity in New York. In one magical year, she shakes off a stereotype to romance Arthur Miller, take to Truman Capote and bury herself in books. It’s a story rarely told of Monroe—one of happiness and independence; a woman coming into her own.  In doing so, she made decisions that forever changed the course of her comet-like career. $27.99, Flatiron Books, US.MacMillan.com


Haven on Hazel

Built to perfection, this new Corona del Mar home was a labor of love for builder/owner Makwan Yiu and notable architect Mark Teale


Written by Wendy Bowman       Photographs by Tim Krueger      

  Presented by Summer Perry,  Surterre Properties

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Homeowners on Corona del Mar’s Hazel Drive are blessed to have the best of both worlds—an ideal locale where they can commune with nature via a natural reserve right in their own backyard, or revel in all of the superlative shopping and dining offerings of the village just a short walk away from their front doorstep (with a spectacular view of the ocean waves kissing the shoreline of the nearby beach to boot). Now, entry to this coveted coastal lifestyle has emerged in the form of a stunning new contemporary/post-modern industrial home erected by owner/builder Makwan Yiu, complete with first-rate architectural direction by Mark Teale and interior design by Jessica Lentz of Costa Mesa-based Teale Architecture, and staged furnishings curated by Blackband Home & Design.

“Mark is one of our favorite local architects, and it has been a pleasure working with him on other projects in Corona del Mar,” says real estate agent Summer Perry, who is co-listing Teale’s latest project with Jessie Holechek (both of The Summer Perry Group at Surterre Properties) for $5.9 million. “We relate to his philosophy that says, ‘Liking what you do determines how well you do it,’ which in short means doing your best for each individual client. His passion for design produces a unique and cutting-edge result each time.”

Case in point, this impeccably designed home at 316 Hazel Drive on the ocean side of Pacific Coast Highway in the city of Newport Beach. With its prime location—adjacent to the Buck Gully Reserve and the village of Corona del Mar, and just a mere few houses away from the secluded shores of Little Corona Beach—the residence not only provides superb views of a spacious canyon and the beautiful blue Pacific, but also offers convenient access to local hot spots, such as the landmark fine-dining destination Five Crowns and its casual English-style gastropub SideDoor, and much more.

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“The Buck Gully locale provides a tranquil setting full of birds, frogs and a serene stream, along with the sound of crashing waves, and yet you are able to walk to restaurants, shops, beaches, Fashion Island and Crystal Cove State Park,” says Yiu, who received a Bachelor’s Degree in Civil Engineering from Northeastern University and a master’s in construction management from Columbia, and has more than 30 years of construction-management experience for large infrastructure/public works projects. 

Already proficient in the field of heavy construction, Yiu found a new passion in custom home building after overseeing the construction of his own Corona del Mar dream home with his wife, Meiling. His second residential project has resulted in a soft contemporary stucco, steel and wood masterpiece with an industrial twist that boasts approximately 3,400 square feet of one-of-a-kind aesthetic and architectural touches. Among them: an eye-catching, corrugated metal entry tower with elongated windows to bring in natural light, as well as linear decks on each level offering magnificent views of the surrounding landscape.

Upon entering the home’s light-filled foyer, one is introduced to staircases that lead to three generous living levels and a rooftop deck, as well as an elevator hidden behind an attractive painted door. A set of cable-railed stairs sporting French oak wood treads and raisers ascends from the foyer to the main living level, emptying into a living room highlighted by a porcelain textured tile fireplace with a black leather-finished mantle; floating shelves and cabinets; and floor-to-ceiling glass Fleetwood stacking doors that open to reveal massive vistas of both the tranquil rock-and-tree-filled gully and ocean, along with Pelican Hill Golf Course.

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A small set of steps leads from the living room to a raised dining area overlooking the glorious natural scenery, with plentiful natural light provided during the day and an exquisite LED diamond-cut, clear crystal chandelier offering illumination at night. The dining area is flanked by a glass-encased, temperature-controlled wine cellar that holds 462 bottles and a sleek chef’s kitchen showcasing a large pantry with slide-pull drawers; gray wood Legacy cabinetry; Thermador appliances (including a flush-mount, column refrigerator/freezer, six-burner stove with griddle and double ovens); and a large double-waterfall-edge island with sink.

“Entertaining in this light-filled living room, dining room and kitchen space is immensely unique,” says Holechek. “As the glass walls are opened and stacked to the south side of the home, the natural elements of the interior blend seamlessly with the lush greenery of the neighboring coastal canyon.”

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From the main living level, a recessed glass walkway leads past an artistic light-filled powder room with porcelain tile, a vessel-style sink and floating toilet and empties out onto a partially covered rooftop deck that is ideal for relaxing and entertaining. Back inside, yet another level holds the master bedroom quarters—complete with glass Fleetwood doors that open to a linear deck overlooking the gully. An en-suite bath features a double vanity, and a striking hand-cut tile bathing platform sports a stand-alone sunken tub and rain shower, while a large custom walk-in closet with built-in shelves is designed to maximize the space with style.

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Heading downstairs, a voluminous terrace level holds a laundry room with a stackable washer/dryer and sink, the home’s equipment room and a massive storage space. Also found on this lower level is an office space/bonus room, along with a duo of bedrooms (one with an exposed concrete wall) featuring en-suite baths and custom closets—all with glass Fleetwood sliding doors that open to the balcony and views.

“The three levels of the home are thematically different: The lower level is defined by the concrete flooring, and it is the quietest level; the next level by a ‘half-flight’ of stairs, and it is dedicated to the master bedroom and bath; and the upper level by the openness, both spatial and view,” says Yiu. “Put together, living here allows for a balance of privacy and company, truly embodying the beauty of ocean-side Hazel.”

Last, but definitely not least, is what rounds out this home’s special appeal: an oversized two-car garage with epoxy flooring and crisp white walls that features dual electric car-charging stations and a space for a water-filtration system. 

“We are very excited and honored to have the pleasure of finding this home its new owner who will appreciate and cherish the quality of build and its relationship to the natural environment as much as we do,” says Perry. 

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