Pura Vida

Pura Vida is a global fashion accessories brand, headquartered in La Jolla, California, known for its handcrafted jewelry, primarily bracelets, anklets, rings, necklaces, and earrings. Founded in 2010, the brand embodies a "pure life" philosophy inspired by Costa Rican culture, focusing on ethical production and charitable giving. It targets a Gen Z and Millennial female demographic with its colorful, stackable, and waterproof designs. Pura Vida has achieved a "contemporary-cult" market position through robust social media engagement and a brand ambassador program, appealing to those seeking a casual, bohemian, and socially conscious style.