Pura Vida Bracelets

[2] In an interview, Thall and Goodman called the term "the slogan of Costa Rica, just like the word 'aloha' from Hawaii".

The company, which is based in La Jolla, California, was founded by Griffin Thall and Paul Goodman in 2010.

[3] Thall and Goodman traveled to Costa Rica together on vacation after graduating from San Diego State University, where they met a pair of bracelet makers named Joaquin and Jorge.

The pair initially sold their original stock at Planet Blue, a small boutique located in Malibu, California.

In 2019, Vera Bradley purchased a 75% stakeholder share in Pura Vida’s parent company, Creative Genius.