Pura Vida Bracelets: Beyond the Fashion Trend

Sun, surf and sand were on the agenda for two friends. Nothing more. Fate had other plans.

Five weeks after their trip to Costa Rica in 2010, two men had forged new friendships and had come home with hand-made jewelry and a novel business idea.

Bewitching bracelets

Shortly after college graduation,, 22 and Griffin Thall, 24, left for a trip to the small island. The pair was eagerly anticipating the breather before taking on full-time corporate jobs.

“I just wanted to relax and clear my head before I started working,” said Goodman, who majored in finance at San Diego State University.

Goodman, an Agoura native, was looking forward to just taking it easy and surfing with Thall, who is originally from Calabasas. Then the duo met Jorge, a local, who was selling bright-colored, hand-made bracelets.

Fascinated by the trinkets' originality, they hoarded Jorge’s wares that day. Upon their return to the US, they gave the bracelets to Thall’s mom who was working in a boutique.

Much to their surprise, the bracelets were a hit. Celebrities, moms and teen-agers were lapping up the unique, water-proof bracelets. Fashion blogs were calling it the "new fashion trend to hit the streets" and the "new rage in bracelet fashion."

Pura Vida Bracelets, the business, was born in September 2010.

Transforming lives

As for Jorge, his life has changed dramatically since the day he met the avid surfers from Southern California. “He can now provide for his family,” said Goodman.

Jorge now lives in a larger, more comfortable house, a far cry from the rundown shack he used to share with several people. According to Thall, 10 people now work with him, producing about 500 to 600 of the unique bracelets everyday. 

According to Goodman, a portion of the bracelet proceeds goes to the Surfrider Foundation, a grassroots organization that preserves and protects oceans and beaches around the world.

“We grew up around surfing so it was a natural choice for giving back,” Goodman explained. 

Pura Vida, which means “pure life” in Spanish, will also make and donate limited edition bracelets for organizations to help them with their fundraising.

Broadening their base

Every week, Pura Vida receives a shipment of 4,000 multi-hued bracelets from Jorge. Available in over 100 color combinations, no two bracelets are exactly alike.

The bracelets sell for $5 each in over 400 high-end boutiques, surf shops and celebrity hot-spots all over the U.S.

Recently, they started selling more sophisticated version of the original bracelet, for $10 a piece. The newer version also comes with a colorful bead on each string. “They’re both selling equally well,” said Goodman.

The company participates in local events, street fairs and also utilizes a campus representative program. “The campus reps are volunteers who help us with the cause,” said Goodman. “They give out bracelets, business cards and just help us get the word out.”

Pura Vida’s online presence is also growing.  Its Facebook page currently has 27,500 “likes.” “Our Web site can handle online orders, and we’ve shipped to Canada, Spain and Japan,” said Goodman, who is in charge of finance, inventory and shipping.

Challenges are inevitable in any business, established or new. “We’re figuring out the bumps everyday and just moving forward,” said Thall, who is in charge of graphic design, marketing and sales.

Enjoying life slowly

The philanthropists derive everyday inspiration, not just from the bracelets, but also from what they symbolize. “A sense of adventure, freedom–the pure life basically,” said Goodman, who along with Thall, go to work in flip-flops and board shorts.

He added, “Doing good and providing the locals in Costa Rica a means of livelihood also inspires us.”

In true Pura Vida form, Goodman and Thall are taking their time and slowly but surely building their business.

The pair often gets asked about opening a retail outlet, but that is not in the immediate future. “We do want to expand, but right now we want to add variety, like a clothing line, more seasonal items, and soon, we’ll be offering necklaces,” said Goodman.

In the meantime, on their lunch break, they’ll go for walks along the beach, which is a block away from their main office in San Diego. Surfing, of course, is often on the schedule. It’s just another day in the office for these free-spirited and laid-back entrepreneurs.