Pura Vida Miami’s Co-Founder Gave Us a Shopping List

For years, I have been captivated by Pura Vida Miami, a beloved café that serves as a hub for the fashion, beauty, and wellness elite. Its vibrant atmosphere, health-conscious menu, and stylish décor have made it a favorite among trendsetters and tastemakers. When I heard the chain was finally opening a location in New York, I couldn’t contain my excitement.

In an effort to gain insight into what makes Pura Vida Miami so special, I reached out to co-founder Jennifer Horev. I was eager to discover how the unique tastes and preferences of the café’s discerning customer base have influenced its offerings. Horev shared that her clientele’s love for innovative, nutritious options has inspired her to curate a menu that not only satisfies cravings but also aligns with a wellness-focused lifestyle. From refreshing smoothie bowls to organic coffee, Pura Vida Miami captures the essence of health and beauty in every dish, making it the perfect destination for those looking to nourish both body and soul.

For those who are new to the brand, what is Pura Vida Miami?

Pura Vida Miami is more than just a café—it’s an all-encompassing wellness, lifestyle brand conceived from a deep commitment to health and wellness driven by our mission to make quality food easily accessible at any time of day. Inspired by our travels, Pura Vida Miami started out as a passion project and eventually took on a life of its own. In 2015, I left my career in real estate and joined my now husband, Omer Horev, on a journey to reconfigure the way South Floridians consume healthy and delicious food. We were drawn by the idea of creating a neighborhood café that served healthy options for breakfast, lunch, dinner, and everything in between, something that didn’t exist in the area at the time.

From the beginning, our vision was to offer fresh, wholesome food made in an environment that fosters connection and community. Omer and I strongly believe in the importance of eating healthy, simple meals, and this mission has shaped our growth strategy as we expand into new markets. What started as a small passion project has transformed into a wellness empire that resonates with millions of consumers and has created over 1000 real careers across South Florida and, most recently, New York. As we approach 30 total stores, we remain dedicated to helping people live healthier, more balanced lives while being a brand that actively cares for the environment and every community we’re a part of.

Tell us about your clientele—who is your ideal customer?

Our clientele is diverse but shares a common appreciation for consistency, quality, and service that goes above and beyond. Whether in South Florida or New York, our customers value fresh, wholesome ingredients, embrace wellness, and seek balance in their lives—all while appreciating the vibrant, welcoming atmosphere we create. The loyalty we’ve seen from our customers, many of whom continually ask for new Pura Vida Miami locations, is truly humbling and drives us to keep expanding.