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Pura Vida

was acquired by Vera Bradley

Pura Vida is a rapidly growing, digitally native, and highly engaging jewelry and accessories brand. The company’s products feature an assortment of bracelets, jewelry, and other lifestyle accessories at an accessible price point. The company has an active and loyal consumer base that resonates with Millennial and Gen-Z audiences.  

The La Jolla, CA based company was founded in 2010 by Paul Goodman and Griffin Thall who met two artisans on the beach in Costa Rica and decided to bring back 400 bracelets to sell to their friends. The company has continued to employ 650+ artisans from around the world and support sustainable jobs in developing countries. The core belief of Pura Vida is giving back through the Pura Vida Charity Collection which has partnered with over 174 charities and donated over $1.7M to causes they believe in. 

Pura Veda engaged The Sage Group in mid-2018 to explore M&A opportunities. The Company selected Vera Bradley, a leading publicly traded brand of women’s handbags, luggage, and other fashion accessories, as the winning bidder and completed a sale of 75% of the company in mid-2019. The two companies run complementary businesses having multi-generational customer bases while keeping a deep focus on community and charity. 

Huge thanks to the entire Sage team for the success of our recent transaction. I can personally say that working with Sage was like nothing I had experienced before. Their attention to detail, persistence, and accuracy of information allowed us to run our business while they focused on finding us the best partner out there. We owe so much respect and thanks to the Sage team for truly changing our lives forever. Pura Vida!

– Griffin Thall, Co-Founder

This process would not have been possible without the Sage team! Words cannot describe how happy I am to have had the opportunity to work with them. I have gained friendships for life during our time working with them.

– Paul Goodman, Co-Founder