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A purpose-driven enterprise: GoDaddy Q&A with Pura Vida founders Griffin Thall and Paul Goodman

Weaving world communities collectively

Paul and Griffin of Pura VidaThroughout a post-college browsing journey to Costa Rica in 2010, Paul Goodman and Griffin Thall fell in love with the native artisan scene. From the colourful hand woven bracelets offered in every nook to the significant conversations with the locals, the 2 SoCal mates have been impressed by the laid-back way of life of the nation’s nationwide motto: Pura Vida — a Spanish expression that interprets to “pure life.”

However the extra they communicated with the locals on the town, the extra they discovered that being an artisan in Costa Rica was a battle. Artisan wages weren’t sufficient to help a household alone and made it powerful to search out housing past a single room with a number of beds. That’s when the 2 mates have been impressed to take motion and bought 400 bracelets from native artisans to showcase in a neighborhood boutique again residence.

It was an prompt success that will inspire them to create the Pura Vida model — a jewellery firm that offers again to artisans whereas celebrating life’s little pleasures of slowing down and dwelling life to the fullest.

At present, the enterprise has grown to a worldwide scale and helps fund artisans and charities all over the world  — with many millennial and Gen Z audiences supporting the purpose-driven enterprise model. We just lately caught up with Paul and Griffin on the grand opening of their second flagship retailer in Irvine, California to be taught extra about their enterprise success. Learn on to see what they needed to say.

This interview has been gently edited for readability and size.

GoDaddy: Are you able to give us a fast rundown of what Pura Vida is all about?

Paul: Pura Vida is all about dwelling free, not taking something without any consideration, and dwelling within the second. We make merchandise and equipment that give again and assist totally different artisans and charities whereas offering [a] enjoyable and care-free surroundings by means of our merchandise.

Griffin: All of our merchandise are reasonably priced, handcrafted — a majority of them give again to charities and artisans — and we actually need individuals to depart with a great feeling when shopping for our merchandise.

woman making braceletGD: Inform us about Pura Vida’s conception and the way it got here to fruition.

Paul: In 2010 Griff and I have been on a school commencement surf journey and we met two artisans on the seashore who have been hand-making tremendous colourful bracelets. They have been homeless on the time and we determined we needed to assist them, so we purchased 400 bracelets and introduced them again with us and that’s form of how Pura Vida began. And right this moment, we help over 600 totally different artisans the world over — making our merchandise and giving again to totally different charities.

GD: What have been some obstacles you needed to overcome and what classes did you be taught alongside the best way? 

Griffin: I believe we’ve grown just about 100% year-over-year since we began the model. So I might say our largest challenges have been operational — scaling, stock administration, provide chain (getting issues from different nations into the U.S.), and delivery out the high-volume orders that we do. [It] was not a simple activity, so I might say that was most likely probably the most troublesome half (scaling the enterprise).

GD: The idea of giving again is a giant mission of Pura Vida. How are you persevering with to maintain the momentum alive as the corporate grows? 

Paul: As we come out with new merchandise and as we discover new organizations that we will help, we bounce on board with them and get them into the Pura Vida way of life and have the ability to promote merchandise that give again. So we’ve got catastrophe reduction bracelets when a catastrophe occurs within the U.S. or the world [and] we will launch them straight away and lift cash for that group or that trigger — it’s a giant a part of Pura Vida.

Griffin: Additionally, we simply bought B Corp licensed, which is a extremely huge deal. It took like a yr and a half [and] we had a giant guidelines of issues to work on to replace — from our provide chain, to the paper, to how issues are shipped, to how issues are worded. And [we] actually [made] certain that we may do all the pieces we may to turn into B Corp licensed. Now we’re with manufacturers like Patagonia [and] Toms so it actually places us in a unique class of a model.

GD: Do you will have any recommendation for entrepreneurs seeking to incorporate extra sustainable practices into their enterprise fashions?

Paul: I believe we’ve at all times tried to do what’s proper —  whether or not that’s for the world, the surroundings, or for our staff. We need to depart an enduring impression for our clients and staff by doing good and making individuals really feel good by carrying our merchandise.

GD: Pura Vida does numerous work with charities. How do you select which of them you need to accomplice with?

Griffin: We’ve a web page on our web site that gives individuals a possibility to sort in ideas for bracelet concepts or charities to work with, in order that’s positively a supply for various organizations.

We even have a group in our workplace that manages the charity relations, the charitable merchandise, and partnerships that we do —  they usually’re all vetted amongst our group. We attempt to do our greatest to help as many charities as we will however not too many the place it doesn’t really feel particular or they don’t get a large test donated to them.

GD: What do you suppose is the scariest a part of beginning a enterprise enterprise and why?

Paul: I believe it’s simply the unknown. Once you’re simply beginning you don’t know what’s going to occur or the way it’s going to go. However I believe that’s at all times the enjoyable half as properly. So I believe it’s positively a steadiness between not figuring out what’s going to occur and making an attempt to take the problem of taking the leap.

Griffin: Yeah and I believe entrepreneurs get scared to simply begin. And for those who don’t have a place to begin, you by no means know how one can evolve and optimize from there.

So I believe the largest recommendation is: simply begin.


Whether or not you will have each query answered and all of the instruments in your toolbox or not, simply begin.

GD: What’s your finest recommendation for individuals who need to open a retail enterprise?

Pura Vida jewlery on display at retail store

Paul: I believe you must focus in your clients and your model and construct up the word-of-mouth and construct up the merchandise — as a result of I believe the merchandise are going to be what drives the purchasers to the situation. After which be sure that the situation matches your model.

So I believe right here in Irvine [California], it’s brilliant and sunny. We’ve bought the palm timber, we’ve bought the Ferris wheel — it’s Pura Vida and I believe it actually matches the model. And that’s what is actually going to make it profitable.

GD: When did you determine to take Pura Vida on-line and the way has it impacted your corporation? Did you begin in ecommerce or conventional brick-and-mortar?

Griffin: Proper after we began the enterprise in 2010, we made a web site. We additionally provided our merchandise wholesale. We might principally hit up all of the surf shops, yoga studios, nail and hair salons, boutiques — just about anybody we thought can be a great match for Pura Vida. On the identical time, we have been constructing our web site, getting all of the apps, determining ecommerce and graphic design. So I might say we began on day one. 

GD: The Pura Vida Bracelet Golf equipment looks as if a profitable subscription-based choice in your on-line clients. What impressed the thought behind this?

Paul: We simply needed to offer a enjoyable expertise for our clients who’re tremendous loyal and buying each month — why don’t we take the guess[work] out of it and provides them custom-made unique merchandise at a reduction each single month, so long as they join a subscription. So it’s been an enormous success for our model and a good way to unfold word-of-mouth exponentially for us.

Pura Vida store in Irvine, CAGD: With the opening of your second retail retailer in Irvine, it appears Pura Vida is gaining extra momentum in reputation. What else do you hope to perform sooner or later?

Griffin: We positively need to open up extra shops. We simply launched our clothes line like a yr and a half or two years in the past, so we’re going to develop on that.

We need to be sure that individuals love the standard, the dimensions and the match. The bracelets weren’t good on day one, neither was the jewellery. Clothes is a brand new class we’re breaking into and it’s really been doing rather well in retail shops so we’re assured in that. 

GD: Describe your most memorable success and why it means a lot to you.

Paul: I believe opening our first retail retailer was fairly memorable. It’s superior to see after 10 years the model actually come to life in particular person and see clients stroll in, contact and really feel the product and be so stoked strolling out. Simply seeing them put on the product in particular person, versus on-line, is a game-changer.

Griffin: And the model was born on a surf journey to Costa Rica and [is special] even to at the present time — like final week I used to be touring all through Europe and in two or three totally different nations, I noticed individuals carrying Pura Vida in each nation I went to. I’ve seen individuals [wearing them] all around the world and journeys that we’ve been on. I’ve seen them in Bali, I’ve seen them in Italy, in Paris, and I’ve seen them in Barcelona.

So it’s actually humbling to see our merchandise that have been sourced from Costa Rica, El Salvador and Central America — and now persons are carrying them globally. It’s a fairly cool feeling.

GD: How do you preserve a cheerful work-life steadiness for you and your staff?

Paul: I believe we’ve at all times constructed Pura Vida to have that work-life steadiness. We’ve at all times constructed the workplace and the tradition to need to go into work daily and be enthusiastic about it. It’s a cool way of life enterprise. We’ve at all times targeted on that so it’s probably not a separation between work and life — it’s form of one.

Griffin: We wish individuals to really feel snug and relaxed, both working within the workplace or working from residence on this new surroundings, and actually simply dwelling the model. I believe that’s why individuals need to work for Pura Vida — due to the tradition and love for the model.

Thanks to Paul and Griffin for sharing their story. You’ll be able to be taught extra concerning the firm at

Editor’s observe: Pura Vida is a domains buyer with GoDaddy.



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