Pura Vida is a jewelry company that started in 2010 as a simple friendship bracelet business to sell in local boutiques. Today, the business has grown exponentially in the last ten years thanks to social media. With its growing popularity, in 2021 the brand opened their first retail store in San Diego California.
In recent years, engagement has started to grow even more by using trends and having a recognizable aesthetic that gets people excited for new launches and collaboration projects. The newest Instagram story is even a behind the scenes of their Valentines Product launch photoshoot, really allowing customers to feel a part of the brand.
With only 11.3k posts, they have definitely picked up more of an online presents over the past five years. How I learned about Pura Vida for the first time was through my friend who is a brand ambassador. They were not influencers, just everyday people who loved the jewelry could become a ambassador and get their own personal discount code.
Word of mouth was how people learned about them. Now they have found a way to still collaborate with loyal customers but also add stylized photos as well. Their social media is still full of girls going to the beach or having a baking night with friends but it also highlights new collaborations and product launches in amore elevated manner.
On Average, they get anywhere from 5-700 shares per post. The shares get higher when posts are more curated. Which it looks like they have noticed and started incorporating more. The addition of partnerships/Collaborations has elevated posts for sharing with friends and family.
People do interact directly with posts, especially for new collections and pop culture references. It hits on the teen to young adult female demographic.
The Brand has 2.1M followers, gaining popularity through word of month originally but now getting more recognition from larger magazines such as Seventeen, Teenvogue, and Cosmopolitan.
Pura Vida leans heavily on organic advertisement, which really does stay on brand for the company as a whole.
In understanding their audience so well they have come out with collaborations with Dutch Bros Coffee, Harry Potter, and even sorority letters.
They host a blog with posts from the brands social work all the way to exploring Costa rica with brand ambassadors.
Pura Vida was founded on the ideas and values of helping people and the world be a better place.
A very persuasive tactic that has always gotten me to check out the website is the email and text communication. I can updates on new collaborations and holiday launches. I have the ability to do it all on my mobile device. They know how to draw people in, in a friendly manor.
As for the brands paid ads, it really is a fun editorial ad that appeals and stands out to young girls. With lots of color and recognizable products or people.
They use a Search Engine Organization to be the top search for the word Pura Vida. Considering it is just a Spanish phrase for “Simple Life.”
Overall, the brand’s main priority is charity. Pura Vida started because the founders wanted to donate to local jewelry makers in Costa Rica and they still intend to give back.
Support artisans worldwide, providing sustainable and fair employment. Eco- friendly packaging with option plastic free shipping. In addition, 5+ million dollars were donated to charity.
They have different bracelets that support different causes like mental health awareness, suicide prevention, breast cancer, and ocean conservation.
The second priority is creating a community similar to a local surf community for girls with an outdoorsy side to have affordable jewelry that fits who they are.
This is a brand I have supported for years including being a brand ambassador for the company. The only thing I’d like to see more is promoting more of their clothing on social media. And to make more interactive posts that make people comment and send to their friends! This is a brand that I can get behind.
Levy It All To Me 