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Thursday, Mar 30, 2023

2019 Fashion & Beauty Awards: Fashion Direct to Consumer Winner


Pura Vida

It all started in the summer of 2010 when two Southern California friends – Griffin Thall and Paul Goodman – took a college graduation trip down to Costa Rica. Between the stunning sunsets, killer surfing, cool beach towns and awesome people, it didn’t take long for the two friends to fall in love with the laid-back lifestyle. One day, after catching some waves, Thall and Goodman came across two artisans named Jorge and Joaquin, whose colorful string bracelets captured the simple beauty of Costa Rica. Sadly, Jorge and Joaquin were struggling to survive on their artisan wages, living with their family in a single room with three beds. Desperate to find some way to help, the two asked the artisans to make 400 bracelets to take home with them. And that’s when the fun really began.

To spread the “Pura Vida” spirit around the world, Thall and Goodman teamed up with Jorge, Joaquin and other Costa Rican artisans to create handcrafted bracelets in endless color combinations – each one as unique as the person wearing it. What started out as selling just a few bracelets per week has grown into a worldwide movement with millions of bracelets sold each year. Pura Vida was given a chance to expand its artisan community to include a family of more than 800 artisans in Costa Rica, El Salvador, India and more, who can count on a steady income and positive work environment thanks to the incredible support of Pura Vida fans.

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