Five years ago, Griffin Thall and Paul Goodman were traveling through Costa Rica on their college graduation trip. Little did they know, they were about to start a movement. Pura Vida is their company currently located in San Diego. While traveling in Costa Rica the two boys came across bracelet makers, Jorge and Joaquin (pictured below).
The colorful handmade bracelets immediately caught their eye and drew them in. At this time, the bracelet makers were living in poverty in a single room crammed with three beds and their entire family. While talking with the two and hearing their story, Griffin and Paul (pictured below) asked them to make 400 bracelets to take home with them.
After arriving back home the boys placed the bracelets in a bowl at a local boutique only to find out a few days later they sold out right away. That was the moment they knew something was about to take off. The boys started their company, called Pura Vida, that now supports more than one hundred artisans in Costa Rica with full-time jobs as well as donating over $1,000,000 to its charity partners. Beginning with just bracelets, the brand now also sells towels, bikinis, clothing and accessories.
Pura Vida is not only their brand and company name but also their slogan. “Pura Vida’ is Spanish for “pure life”, a Costa Rican philosophy that encourages the appreciation of life’s simple treasures. “Slowing things down, celebrating good fortune, and refusing to take anything for granted embodies this laidback lifestyle." The boys want their customers to know that Pura Vida means choosing to live life to the fullest. “It’s more than just a saying, it’s a lifestyle."
The target audience can really span from children to adults, but seems to mostly catch the eyes of people ages 19-27. The advertisements posted mainly feature boys and girls in that age group out on their adventures or simply living life to the fullest they can. The company uses social media platforms as their main advertising techniques, which is effective since the target audience has been, and still is growing up through the growth of modern technology. Another interesting way the company gets their name out and people in is they offer “Pura Vida Rep” titles to people who apply. The application process is quick and easy and once you get approved you receive an email saying you’ve been accepted and are now a representative. By also signing up to be a representative you receive a code for yourself and friends for twenty-five percent off, which helps bring customers to the site to discover what Pura Vida is.
Pura Vida strives to help people who need it. Their great progress in Costa Rica isn’t all they’ve done. “Here at Pura Vida Bracelets we dream to do more. That was our inspiration behind the Charity Collection. This collection was created to give back to different causes all over the world. We are partnered with over 190 charities and have donated more than $935,358 to date. We are also a member of 1% for the Planet, meaning we donate 1% of our annual net revenue to environmental organizations worldwide. We’re constantly looking to expand our charity line and we try to support as many causes as possible."
Visit puravidabracelets.com to shop or get involved by being a representative!
