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.
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