76% matchEttika
LA boho-leaning layering jewelry at accessible prices
What changes: 18k gold-plated metal focus rather than woven string, slightly pricier
Brand profile
Pura Vida
San Diego-based maker of affordable handcrafted string bracelets, charms and beach-lifestyle jewelry, sold direct-to-consumer and via a bracelet subscription club.
San DiegoOrigin
UnisexFocus
Minimalist / ContemporaryStyle
$Price
4 brands like Pura Vida like Ettika, Evry Jewels, BaubleBar →
What to know about Pura Vida
Pura Vida makes low-cost handcrafted jewelry and beach-lifestyle accessories: woven string and braided bracelets, charm and bead styles, anklets, rings, necklaces and a monthly bracelet subscription club, sold mainly direct-to-consumer online and through boutique wholesale. Founders Griffin Thall and Paul Goodman started it after a 2010 Costa Rica surf trip, working with artisan makers in Central America. Vera Bradley bought 75% in 2019 and the rest in 2023, then sold the business in 2025 to affiliates of El Segundo investment firm CriticalPoint, with Ryan Heuser as CEO. Charity tie-ins fund environmental and mental-health nonprofits.
If you like Pura Vida
76% match
72% matchEvry Jewels
Cheaper Gen Z stacking rings and chains, DTC-first
What changes: Trend-led metal jewelry, no artisan/beach story
70% matchBaubleBar
Trend costume jewelry with personalization and gifting
What changes: Statement costume pieces and department-store scale, not surf craft
62% matchQuay Australia
Same beach-lifestyle accessory impulse buy, eyewear instead
What changes: Sunglasses only and higher unit price
Brand facts
- Founded
- 2010
- Origin
- San Diego, United States
- Made in
- USA
- Price
- $
- Focus
- Unisex
- Styles
- Minimalist / Contemporary, Y2K, Streetwear