Pura Vida is a lifestyle brand inspired by the simple, meaningful moments in life, born from a surf trip to Costa Rica in 2010. The name “Pura Vida,” meaning pure life, reflects a laid-back mindset focused on positivity, connection, and enjoying the little things. What started with handmade friendship bracelets has grown into a globally loved jewellery brand without losing its authentic roots.
Known for its colorful designs and relaxed beach style, Pura Vida creates jewellery that symbolizes connection and individuality. Each piece is handcrafted by skilled artisans, many of whom have been part of the journey since the very beginning, ensuring every item carries a unique story and sense of craftsmanship.
With a strong commitment to responsible business practices, Pura Vida operates with purpose, supporting artisan communities and giving back through various initiatives. At Noordzee Boardstore, Pura Vida jewellery represents more than just accessories, it’s a reflection of surf culture, positivity, and the connections that bring people together.
