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Jewelry Store with a Purpose Attracts Irvine Teens

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Since 2010, Pura Vida — a jewelry boutique first established in La Jolla — has been a hit among teens for the brand’s colorful, creative bracelets and the company’s philanthropic mission.

In July, a second retail store opened. The new store is located here in Irvine, at the Spectrum Center, next to the Haagen-Dazs and Bella Plant Co. stores.

The brand was created by Griffin Thall and Paul Goodman, who took a vacation to Costa Rica and found themselves inspired by the culture. Their brand name, Pura Vida, comes from the Spanish language, meaning “pure life.” After returning to Southern California, Thall and Goodman established the company as a way to support Costa Rican artisans.

Many of the handcrafted jewelry pieces are inspired by and dedicated to supporting different foundations. For example, the company’s pastel pink bracelets support organizations committed to breast cancer research while the brand’s blue bracelets help fund organizations dedicated to ocean conservation. The company donates 5% of the price from each product sold to the respective foundation that the bracelets represent.

Since its founding, Pura Vida has donated over $4 million to charities, supported 200 foundations, and contributed over $447,000 to disaster relief.

What makes Pura Vida so attractive to teen customers is the company’s dedication to contributing for the better good and advocating for sustainability. Before checking out, customers have the option to choose plastic free and carbon neutral shipping to reduce carbon emissions. The brand has set an ambitious goal to offset 100% of its shipping carbon emissions by 2025. In manufacturing, Pura Vida prides itself in implementing improved waste management skills and recycling habits. In achieving their sustainability goals, they have already planted more than 32,500 trees in partnership with other organizations and have offset 5.1 million pounds of carbon emissions.

The popularity of the brand has grown so immensely that they have now launched their own clothing line with products ranging from masks and t-shirts to backpacks and sweaters. Its more notable accomplishments include their men’s collection launch and collaborations with influencers such as Charli D’Amelio, Sanrio, and Disney.  

Not long after its second retail store opening here in Irvine, the company established a third retail location in Myrtle Beach, South Carolina, thanks to its expanding teenage customer base.

In addition, the brand has introduced the “Demi-Fine” collection, featuring 18k gold plated and sterling silver jewelry made with natural stones which is a part of the company’s mission to design longer-lasting jewelry. The pieces are all handmade by artisans which make each jewelry piece a one-of-a-kind product.

To learn more about the company and its products, visit the Pura Vida website by clicking here.

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