Portrait of Wendy L'Belle-Tividad The Pure Heart Collective sits on a busy stretch of Ventura Boulevard, the facade painted in a soothing shade of lavender, with a sign advertising “psychic and astrology readings,” as well as yoga, healing classes and meditation. Once home to the Liberate Emporium, a metaphysical supply store, this building was already a hub of spiritual activity when Wendy L’Belle-Tividad took it over 10 months ago.