Pura Vida Bracelets (the cult-favorite jewelry brand with 1.9M Instagram followers and a prominent part of the recent VSCO girl trend) will be launching a new collection of engravable jewelry on Tuesday, January 21st, a completely new category for the brand. The new line will offer customized rings, bracelets, and necklaces — ideal for affordable gifting.
The launch marks the biggest product expansion since the debut of Pura Vida’s original metal jewelry pieces in 2016 (which now attribute to 30% of the brand’s overall sales) and comes just seven months after Vera Bradley acquired a 75% stake in the company for $130M.
The collection will include a variety of metal options (rose gold, silver & gold) as well as three different fonts, Greek letters, and various playful characters (including a pineapple, tree, heart, and waves). Bracelets will be $22, rings will be $20 and necklaces will be $30. To note, Pura Vida works through ShareASale with affiliate programs with Skimlinks, rewardStyle and Viglink.
For background, Pura Vida Bracelets launched in 2010 when friends (turned co-founders) Griffin Thall and Paul Goodman met two talented artisans while on a post-grad surf trip to Costa Rica. In an effort to help the artisans, they bought 400 string bracelets to sell back home in San Diego. They sold out in just a couple days and the rest is history.
Today the brand supports over 800 artisans in Costa Rica, El Salvador, and India and they’ve donated over $1.9M to various environmental, health and humanitarian causes through their on-going charity bracelet program. Just last week, they launched a bracelet to support fire prevention in Australia and it sold out in 24 hours!