The Pura Vida Story: The Simple Strings That Tie Us Together

It started with two friends, one surf trip, and a handful of bracelets.

In 2010, Griffin Thall and Paul Goodman were just two college buddies from Southern California. They had just graduated and decided to celebrate with a surf trip to Costa Rica—a country known for its laid-back way of life, where people take time to enjoy the little things. Locals call this “pura vida”—pure life.

One day, while walking along the beach, they met two artisans named Jorge and Joaquin. These men were struggling to get by, selling colorful, handmade string bracelets to tourists. Griffin and Paul were moved by their story and their craft. So they did something simple: they bought 400 bracelets to take back home to San Diego.

They didn’t have a business plan. They just put the bracelets in a bowl at a local boutique. And they sold out. Fast.

That’s how Pura Vida was born—from a genuine connection and a desire to help two talented people make a living doing what they loved.

More than a bracelet. A way of life.

The name “Pura Vida” means “pure life” in Spanish. It’s a philosophy that celebrates slowing down and appreciating life’s simple treasures. Every bracelet we make carries that spirit—a colorful reminder that it’s the simple strings that tie us all together.

That first String Bracelet is still our most beloved piece. It’s waterproof, durable, and comfortable enough to wear every single day. Over the years, it has become a staple that people rarely take off—a small, joyful part of their daily lives.

We still work with the same people we started with.

What makes Pura Vida different isn’t just the bracelets. It’s the people behind them.

We still work with the same Costa Rican artisans we met all those years ago. Today, our team includes over 800 skilled artisans across Costa Rica, El Salvador, India, and other countries. They earn fair wages and work in safe, ethical conditions. We’re proud to provide sustainable jobs that let talented makers earn a living through their craft.

Giving back is at the heart of everything we do.

From day one, Pura Vida has been about more than just selling bracelets. It’s about making a difference.

To date, we’ve donated over $5 million to more than 200 charities around the world. Many of our bracelets are linked to a specific cause—from mental health awareness to ocean conservation to cancer research. When you buy a bracelet, a portion of the purchase price goes directly to that cause.

We’ve also provided over $450,000 in disaster relief during times of crisis. And through our charity partnerships, we’ve helped plant more than 17,000 trees.

We believe looking good starts with doing good.

As a Certified B Corporation, we meet high standards for social and environmental performance. That means we balance profit with purpose—putting people and the planet first.

We’ve reduced our environmental footprint in real, measurable ways. We’ve offset over 5 million pounds of carbon emissions. We use 100% biodegradable mailers and recyclable packaging. We’ve eliminated plastic bags and switched to soy-based inks. Our goal is to offset 100% of our carbon emissions in the coming years.

Transparency isn’t just a word to us.

We show our true colors. We never photoshop our models. We’re inclusive in our casting and hiring. And we’re open about how we do business.

Today, millions of bracelets later, we’re still the same brand at heart.

Pura Vida has grown from a bowl of bracelets on a boutique counter to a global movement. Millions of bracelets are sold every year, in stores and online. We’re part of the Vera Bradley family and even opened our first standalone store in San Diego.

But we haven’t forgotten where we started. Our office is still in the dreamy beach town of La Jolla, California. The walls are still pink. We still bring our dogs to work. We still love what we do, and it shows.

Because Pura Vida isn’t just about jewelry. It’s about connection.

It’s about the friendship bracelet you tie on your best friend’s wrist. The reminder to slow down and enjoy the moment. The knowledge that your purchase is helping someone earn a living, support a cause, or protect the planet.

Every Pura Vida piece is rooted in giving back and connecting people—a colorful reminder that it’s the simple strings that tie us all together.

Pura Vida. Pure life. Pure connection. Since 2010.