PuraFlame Alice 60" Electric Fireplace Review: a clean, modern fake fire that actually looks good

I put the PuraFlame Alice 60" recessed electric fireplace in a living room remodel where I didn’t want to deal with gas lines or a real chimney. I’ve used it almost daily for a few weeks now, mostly in the evenings. I went in a bit skeptical because a lot of these electric fireplaces look toy‑like once you see them in person. This one isn’t perfect, but it’s honestly better than I expected for the price.

The first thing that hit me was how much this changes the room vibe. You’re not getting real flames or real crackling, obviously, but the visual effect is pretty solid for an electric unit. With the lights off and the TV above it, it gives that modern gas‑fireplace look you see in show homes. You do still know it’s fake if you stare at it, but it doesn’t scream “cheap hotel lobby” like some others I’ve seen.

On the practical side, the heater is there, but I’d call it a backup or comfort boost, not a main heat source. It’s rated for about 400 sq ft and 1500W, and that feels accurate. In a medium room it takes the chill off, but it’s not going to replace your furnace. For me that’s fine, I mainly wanted the look and occasional extra warmth on the couch.

Overall, my first impression is this: if you’re expecting a full replacement for a gas fireplace, you’ll be a bit let down. If you just want a clean, modern, wall‑flush electric unit that looks good and gives decent warmth, this hits that target pretty well. It’s not luxury tier, but for the money it feels like a fair deal.

On price, the PuraFlame Alice 60" sits in that mid‑range zone: not bargain‑bin, not high‑end designer. For what you pay, you’re getting a full‑width 60" recessed unit, decent flame effects, front‑vented heat, and a pretty clean look. When I compare it to cheaper wall‑mount units I’ve seen in person, the main differences are the more realistic flame, the hidden control lights, and the fact that it’s actually designed to be flush with the wall, which looks a lot better in a finished room.

I’ve also seen more expensive brands that cost two to four times as much, and honestly, some of them don’t offer that much more in real‑world use. Maybe slightly better flame realism or fancier remotes, but if you’re not obsessed with having the most realistic fake flames, this PuraFlame hits a good balance. One reviewer even said they paid much more for another brand and preferred this one in terms of features and look, which matches my feeling: you’re getting good bang for your buck here.

Where the value drops a bit is if you have to pay someone to do all the framing and electrical just for this fireplace. If your wall is already open for a renovation, then the "extra" cost is small. But if you’re starting from a finished wall and hiring out everything, your total project cost jumps, and at that point you might start looking at gas options or higher‑end units. So the value is best if you’re already in a remodel or comfortable with DIY.

Overall, I’d rate the value as good. Not mind‑blowing, not dirt cheap, but fair. You get a modern, decent‑looking electric fireplace that feels a step above the usual cheap units, without paying luxury prices. If that’s the bracket you’re shopping in, this one is worth considering.

Design‑wise, this thing is clearly aimed at a modern living room or media wall. It’s a clean, rectangular black box with a glass front and no fake mantel or trim. Once it’s recessed into a 2x6 wall and the drywall or stone goes around it, you just see a big glass panel with flames behind it. If you’re going for that built‑in fireplace under a TV look, it fits that role nicely.

The flames themselves are better than a lot of budget electric units I’ve seen. You get different flame color options: yellow, yellow with a bit of blue, brighter yellow mix, and all blue. Plus, on some versions you can play with the ember bed color if you use the crystals (reds, blues, greens, etc.). It’s not ultra realistic like a high‑end gas unit, but from a normal couch distance it looks decent. You still know it’s an electric fireplace, but it doesn’t look goofy. It’s “good enough to live with every day” in my opinion.

One design detail I really liked: the control lights vanish after a few seconds. The touch icons glow when you use them, then fade out so all you see is the fire. A lot of cheaper models leave you with glowing LEDs or random icons visible all the time, which kills the mood. Here, once it’s set, you’re just looking at flames and embers.

On the downside, the remote sensor angle is a bit narrow. If you’re off to the side of the room, sometimes your command doesn’t register and you need to point more directly. Also, since the heat vents out the top front, you need to respect the clearances above it, especially if you’re putting a TV there. Overall, though, the design is simple, clean, and fits well in a contemporary room without looking tacky.

In terms of build, the PuraFlame Alice 60" feels reasonably solid for what it is. The metal chassis doesn’t flex easily, and the glass front panel sits firmly once installed. The unit is heavy enough that it doesn’t feel flimsy, but not so heavy that it’s impossible to handle with two people. The fact that earlier buyers have had theirs running for multiple years without major failures is also reassuring. One reviewer mentioned having a different PuraFlame unit for five years that still works fine, which is a good sign for brand consistency.

Internally, we’re talking LEDs and a fan heater. LEDs usually last a long time, so I’m not too worried about the flame lights burning out quickly. The weak point on these things is usually the fan or the thermostat. I’ve seen one user mention a thermostat glitch that was fixed with a reset, and others have praised customer service as responsive. Obviously, that’s anecdotal, but it’s better than radio silence when something goes wrong.

The glass front is the part you’ll want to treat with some care. It came well packaged and intact, and once it’s on the wall it’s not exactly in harm’s way, but if you have kids throwing toys or you’re moving furniture around carelessly, you could have a bad day. Cleaning is simple: microfiber cloth, no harsh chemicals. Smudges show up like on any black/glass surface, so expect to wipe it down now and then.

Long term, I’d expect this to last several years if you don’t abuse it and you’re not running the heater full blast 10 hours a day. It doesn’t feel like a cheap disposable unit, but it’s also not built like a tank. For the price range, I’d call the durability prospects pretty solid, especially knowing there are many reviews from people who’ve had it in use for a couple of years with no major issues.

In everyday use, I’d split performance into two parts: flame effect and heater. For the flames, it holds up pretty well. The LED system is bright enough to be seen clearly even with some lights on, and at night it looks better, obviously. The movement pattern is not totally random like real fire, but it’s not stiff either. If you’ve seen modern gas fireplaces, it’s closer to that style than a classic wood fire. You can run the flames without heat, which I do most of the time in the evening just for the look.

For heat, it’s a 1500W electric heater with two settings: 750W and 1500W. In my medium‑sized room (roughly the 400 sq ft they advertise), the high setting comfortably takes the edge off on a cool evening. It’s not going to heat the whole house, and if the room is really cold, don’t expect miracles. I’d describe it as “good as a space heater that looks nicer than a regular box heater.” The built‑in thermostat is decent; once you set a temperature, the unit cycles the heater on and off. One user mentioned needing to reset the unit when the thermostat acted up; I haven’t had that issue, but it’s something to keep in mind.

The fan noise is there, but it’s not crazy loud. With a TV on or some background noise, you don’t really notice it. When the heater is off, the unit is basically silent, just light movement. There’s also a timer from 30 minutes up to 9 hours, which is handy if you’re the type to fall asleep on the couch and forget to turn things off. I use the timer a lot in winter evenings.

Overall, performance is solid: good flame visuals for the price, reasonable heat, and no big technical headaches so far. Just don’t buy it thinking it will replace a full heating system or look exactly like a $5,000 gas fireplace, because it won’t.

Installation is where some people might be surprised. This is recessed only, which means it must go into a wall cavity; you can’t just hang it on the wall like a TV. It’s designed for a 2x6 wall, and the depth is around 6 inches. So you’re either putting it into new construction or you’re opening up an existing wall and framing a box for it. If you’re not comfortable with that kind of work, you’ll probably want a contractor or a handy friend.

Once the framing is done, the actual mounting is straightforward: slide the unit into the framed opening, screw it into place, and then your wall finish (drywall, tile, stone, etc.) butts up to the edge. A couple of users mentioned going slightly larger than the manual’s opening dimensions (like 1/4" extra) to allow for adjustment and easier leveling, which is smart. If you’re using stacked stone or an uneven surface, you might need a bit of heat‑rated foam tape around the edges to close small gaps; that’s what one reviewer did, and it looked clean.

Power is simple: you can either plug it into a standard 110V outlet, or hard‑wire it if you know what you’re doing or have an electrician. I’d recommend a dedicated circuit if you can, especially if this is going in a media wall with a TV, receiver, consoles, etc. 1500W is a decent draw, and you don’t want to be tripping breakers every time you crank the heat and turn on your home theater.

So, no, this isn’t a “take it out of the box and lean it against the wall” product. But if you’re already doing a renovation, or comfortable cutting and framing a section of wall, it’s not that bad. The manual has clear dimensions, and there are plenty of customer photos and notes online that help. Just be honest with yourself about your DIY level before you start cutting into drywall.

Out of the box, the PuraFlame Alice 60" feels like a fairly serious piece of kit. It’s heavy (around 64 lbs), so this isn’t something you just slap on the wall alone. You get the fireplace unit, the glass front panel, a log set, a bag of crystals, the remote, and the usual screws and brackets. The packaging is well thought out; mine arrived with no glass cracks or bent metal, which is not always the case with big glass items delivered by courier.

What I liked is that you get two looks included: a more classic log set and a more modern crystal bed. You can mix them too, which actually looks decent — I ended up putting crystals in front of the logs to fake glowing embers, which works better than I expected. Nothing feels fancy, but it also doesn’t feel super cheap. The logs are clearly artificial if you’re close, but from a normal viewing distance they’re fine.

The remote is basic but functional: power, flame settings, heat settings, timer, and thermostat. It uses two AAA batteries (included). It’s not some premium metal remote; it’s a simple plastic stick, and you do have to point it roughly straight at the fireplace. At an angle or too far off to the side, sometimes you need to press twice. Slightly annoying but not a deal‑breaker. The touch controls on the glass are there as backup and they work, and the nice thing is that the little light icons turn off after a few seconds so you’re not stuck with glowing buttons ruining the look.

All in all, what you get matches the product page fairly well. No big surprises, good or bad. It feels like a mid‑range unit that focuses more on function and looks than on fancy extras, which is exactly what I wanted.