Pura Vida Miami, the all-day cafe and wellness brand, announced the expansion of its enterprise into New York. This milestone marked Pura Vida Miami’s first domestic venture beyond Florida, introducing the concept to the Big Apple with its 2,500 sq. ft. NoMad location that debuted on Friday, July 19th. This opening signifies the first phase of Pura Vida Miami’s strategic expansion into New York, with the ambition to operate 10+ more outposts by 2026.
Founded in 2012 by husband-wife team Omer and Jennifer Horev, Pura Vida Miami embodies their passion for creating a space where health-conscious living and delicious food coexist. Jennifer and Omer have cultivated an environment that blends vibrant flavors with a commitment to wellness, making healthy dining both accessible and enjoyable. Their leadership has transformed a small passion project into a brand known for its inviting atmosphere and wholesome offerings. Though its strategic expansion introduces Pura Vida to new locations, including the debut in New York, it remains steadfast in its commitment to fostering community and promoting a healthy lifestyle. Today, Pura Vida proudly operates over 20 locations in 15 cities across South Florida.
“The decision to bring Pura Vida Miami to the NoMad neighborhood reflects our commitment to organic growth. With its dynamic and vibrant community, NoMad is the perfect location to introduce our brand to New York City. Responding to overwhelming demand and the love and support we’ve received over the years, we’re excited to create a home for our loyal customer base here. This expansion is not just about growth; it’s about reshaping communities by promoting healthy living and ensuring that the Pura Vida lifestyle becomes an integral part of New York’s culture” said Omer Horev, Co-Founder of Pura Vida Miami in a statement.
Situated at 1151 Broadway in the vibrant NoMad neighborhood, Pura Vida Miami looks forward to bringing its warm atmosphere to both indoor and outdoor dining spaces, showcasing signature decor that creates a serene environment complementing the brand’s “Health is Happiness” philosophy. The outpost’s open-air, expansive 60-seat outdoor dining space provides a serene oasis in the heart of the city and boasts an inviting floral facade with the brand’s iconic blue umbrellas, enhancing the neighborhood’s aesthetic. Guests can enjoy Pura Vida Miami’s thoughtful design, which extends throughout with wood pergolas, lush foliage, organic textures, and natural finishes, ensuring every visit is a rejuvenating experience.
Pura Vida Miami’s menu draws inspiration from family recipes and the Horevs’ travels. Customers can anticipate the brand’s quality-driven menu. Each dish is crafted from whole ingredients that are naturally grown, unprocessed, and often sourced from esteemed local vendors, including Apollo Bagels and plant-based milks from Elmhurst 1925. Offerings are crafted without seed oils, using clean cooking techniques that highlight the natural flavors of high-quality proteins, fruits, vegetables, and healthy grains, embodying a commitment to healthy eating. This dedication to quality ensures the freshest flavors while supporting New York’s vibrant culinary community.
Beginning with the All-Day Breakfast options showcasing a range of avocado toasts, and pasture-raised eggs each paired perfectly with a selection of artisanal coffee, matcha drinks, and teas. Continuing a commitment to a healthy lifestyle, clean chef-driven Salads are customizable with high-quality proteins of your choice, alongside colorful Wraps & Sandwiches, and Bowls featuring a variety of bases and proteins that cater to a diverse range of dietary preferences. Further enhancing the wellness-conscious menu, an array of superfood smoothies, cold-pressed juices, wellness shots, and raw organic acai bowls are available, all designed to energize and nourish. Flavorful fresh-baked goods provide an inviting addition to the Pura Vida experience, which reflects the brand’s philosophy of wholesome, inviting food that ensures there is something for everyone—be it vegan, vegetarian, or gluten-free options.
“Entering New York City symbolizes a bold step forward in our mission to redefine the landscape of wellness. This expansion is a strategic move that introduces the Pura Vida lifestyle to a broader audience. As we journey into the NoMad neighborhood, we’re not just opening a cafe; we’re fostering spaces where wellness and community intersect, and every dish serves as a catalyst for a healthier, happier lifestyle. We look forward to spreading our passion for wholesome living and making meaningful impacts in New York City” said Jennifer Horev, Co-Founder of Pura Vida Miami,
Pura Vida NoMad is located at 1151 Broadway, in between W 26th Street & W 27th Street. Hours of operation are Monday – Saturday 7 AM – 8 PM and Sunday 7 AM – 5 PM. Delivery and pick-up are available through the Pura Vida Miami app.
