I found this on Ebay and again on this site (same photo at both, so likely related).
Is this a Rudbeckia? Never heard of a lavendar, but then again I had never heard of straight red until Cherry Brandy came out.
http://lavieenrosegardens.mybisi.com/product/20810/Lavender-Pink-RUDBECKIA-Bright-Star-SEEDS-Perennial_55592.html
There is a Echinacea purpurea Bright Star, is this it?
Lavendar Pink Rudbeckia?? Bright Star var. listed