Omer and Jennifer Horev developed Pura Vida in Florida. Over the last twelve years, the husband-and-wife duo has established the brand as a mainstay of South Florida. As of early 2024, there were 22 locations of Pura Vida all across Florida; but in the last few months, Pura Vida has made its NYC debut. A location is now open in Nomad, and another two coming before the end of the year.
What Now NY was not immediately able to reach Omer Horev for a comment.
Pura Vida Nomad recently opened at 1151 Broadway. While this first location outside of Florida is a milestone moment for the chain, progress for the brand continues as two other locations agear up to open over the next few months. Pura Vida is set to open locations in Williamsburg and the East Village area.
Soon, New Yorkers will be able to enjoy the refreshing superfood smoothies, acai bowls, salads, wraps, and all-day breakfast options. Per Pura Vida’s Instagram, the charred fruit toast and smoked sammy sandwich are two menu items specific to the New York locations.
According to Eater NY, Pura Vida has plans to open a total of 10 NYC locations by 2026.
The Williamsburg location at 25 Kent Avenue is expected to open this fall and 65 Bleecker Street will open shortly after.
