The café’s location is the heart of Miami’s ultra-luxury shopping destination features oversized indoor pergolas with family style tables, making you feel like you are in paradise. Pura Vida is owned by Jennifer and Omer Horev, the husband-and-wife duo behind the esteemed brand, have been steadily expanding their empire since they opened the first Pura Vida location in Miami Beach in 2012, with impressive plans in the works for several more slated to open later this year. The design-focused lifestyle brand is meant to feel like an extension of the Horev’s home— welcoming, approachable, a place in which guests are eager to come back to and are proud to call their own ‘neighborhood’ spot. Each location offers an array of all-day breakfast menu items, specialty coffee drinks, fresh salads and wraps, flavorful bowls, superfood smoothies, fresh juices, locally brewed organic kombucha, and a wide variety of gluten-and-sugar-free and vegan sweet treats, baked daily in-house and sourced using all local and organic ingredients whenever available. Pura Vida’s menu highlights light, fresh, energizing offerings, perfect for grabbing a bite with friends, postworkout, during a lunch meeting, or even a weekend brunch with the family.


Choosing locations that align with their target demographic, within forward-thinking, mixed-use lifestyle destinations, is a fundamental element within all expansion plans and can be noted within their first establishment outside of Miami Dade County; in West Palm Beach’s Rosemary Square, within the Miami Design District neighborhood, in the popular Edgewater neighborhood, in Coral Gables at the University of Miami, and in Miami Beach’s South of Fifth district. Additional locations in Bay Harbour, Las Olas, and Brickell are slated to open later this year.

“As the evolution of Pura Vida naturally unfolds, I believe the brand has matured into much more than an all-day cafe,” said Jennifer Horev, Chief Brand Officer for Pura Vida. Pura Vida Design District inhabits over 2,000 square feet of space, designed with Pura Vida’s signature breezy and casual aesthetic, traditionally associated with their other Pura Vida locations. Wanting to remain consistent, a key growth factor with reference to the Pura Vida signature experience and cuisine, the menu will remain the same for all stores. Pura Vida features the brand’s signature menu items patrons have grown to love, such as its all-day Breakfast Menu featuring a range of avocado toasts, pasture-raised egg sandwiches, wraps, and customizable bowls, as well as their beloved Açaí Bowls, made with raw organic Brazilian açaí. Omer’s background and deep knowledge in the real estate market have played a crucial role in their continued success. Much like their famed Pura Vida brand.