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


Weaving international 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 associates had 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 wrestle. Artisan wages weren’t sufficient to assist 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 associates had been impressed to take motion and bought 400 bracelets from native artisans to showcase in an area boutique again residence.

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

In the present day, the enterprise has grown to a world 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 study 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 with no 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 atmosphere by way 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 folks to depart with a very good 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 had been on a school commencement surf journey and we met two artisans on the seashore who had been hand-making tremendous colourful bracelets. They had been homeless on the time and we determined we wished to assist them, so we purchased 400 bracelets and introduced them again with us and that’s sort of how Pura Vida began. And in the present day, we assist over 600 totally different artisans the world over — making our merchandise and giving again to totally different charities.

GD: What had been some obstacles you needed to overcome and what classes did you study alongside the best way? 

Griffin: I believe we’ve grown just about 100% year-over-year since we began the model. So I’d say our greatest challenges had been operational — scaling, stock administration, provide chain (getting issues from different international locations into the U.S.), and transport out the high-volume orders that we do. [It] was not a straightforward process, so I’d say that was in all probability probably the most troublesome half (scaling the enterprise).

GD: The idea of giving again is an enormous 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 are able to assist, we soar 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 have now catastrophe aid bracelets when a catastrophe occurs within the U.S. or the world [and] we are able to launch them instantly and lift cash for that group or that trigger — it’s an enormous a part of Pura Vida.

Griffin: Additionally, we simply bought B Corp licensed, which is a very large deal. It took like a yr and a half [and] we had an enormous 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 might do the whole lot we might to develop into B Corp licensed. Now we’re with manufacturers like Patagonia [and] Toms so it actually places us in a special class of a model.

GD: Do you’ve any recommendation for entrepreneurs trying 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 atmosphere, or for our staff. We wish to depart an enduring impression for our prospects and staff by doing good and making folks really feel good by carrying our merchandise.

GD: Pura Vida does quite a lot of work with charities. How do you select which of them you wish to associate with?

Griffin: Now we have a web page on our web site that gives folks a chance to kind in strategies for bracelet concepts or charities to work with, in order that’s positively a supply for various organizations.

We even have a staff in our workplace that manages the charity relations, the charitable merchandise, and partnerships that we do —  and so they’re all vetted amongst our staff. We attempt to do our greatest to assist as many charities as we are able to 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. While 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 nicely. So I believe it’s positively a steadiness between not understanding 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 should you don’t have a place to begin, you by no means know easy methods to evolve and optimize from there.

So I believe the most important recommendation is: simply begin.


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

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

Pura Vida jewlery on display at retail store

Paul: I believe it’s a must to focus in your prospects 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 shoppers to the situation. After which be certain the situation matches your model.

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

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

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

GD: The Pura Vida Bracelet Golf equipment looks like a profitable subscription-based possibility to your on-line prospects. What impressed the thought behind this?

Paul: We simply wished to present a enjoyable expertise for our prospects 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 an effective 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 recognition. What else do you hope to perform sooner or later?

Griffin: We positively wish 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 increase on that.

We wish to be certain folks love the standard, the dimensions and the match. The bracelets weren’t excellent 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 individual and see prospects stroll in, contact and really feel the product and be so stoked strolling out. Simply seeing them put on the product in individual, 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 this present day — like final week I used to be touring all through Europe and in two or three totally different international locations, I noticed folks carrying Pura Vida in each nation I went to. I’ve seen folks [wearing them] everywhere in 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 had been sourced from Costa Rica, El Salvador and Central America — and now persons are carrying them globally. It’s a reasonably cool feeling.

GD: How do you preserve a contented 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 wish to go into work each day and be enthusiastic about it. It’s a cool way of life enterprise. We’ve at all times centered on that so it’s not likely a separation between work and life — it’s sort of one.

Griffin: We would like folks to really feel comfy and relaxed, both working within the workplace or working from residence on this new atmosphere, and actually simply dwelling the model. I believe that’s why folks wish 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 study extra concerning the firm at puravidabracelets.com.

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


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