SOUTH FLORIDA BUSINESS JOURNAL – December 6, 2021 BY JULIAN QUINTANA Miami Beach-based Pura Vida has signed a 10-year lease for an outpost in Coral Gables, where it aims to open its 13th healthy lifestyle eatery by fall 2022.
At 244 Miracle Mile, the new eatery – the brand’s second in Coral Gables – will occupy 2,675 square feet. It already has a location on the University of Miami campus.
There are currently 11 Pura Vida cafes in South Florida, with a 12th set to open Dec. 17 at 221 S.W. First Ave. in Fort Lauderdale. Locations typically range from 2,000 to 3,000 square feet.
“We are so excited about the debut of our new Coral Gables location, especially within such a historical and desirable area in the city’s downtown central business, shopping and dining district,” founder and CEO Omer Horev said. “We look forward to enhancing the area by providing a new and unique wellness-geared dining option for the city’s residents and visitors, all while creating new job opportunities and investment in the area.”
In February, Horev told the Business Journal that his goal was to grow to 10 cafes by the end of 2021.
By the end of 2020, he had opened his fourth and fifth cafes at 959 West Ave. in Miami Beach and at 460 S. Rosemary Ave in West Palm Beach, respectively. Due to those openings, the number of employees at Pura Vida doubled from 110 to over 225, Horev said.
Pura Vida offers health-conscious items such as fresh-pressed smoothies, range-free eggs, raw organic açai bowls, and gluten-free and vegan dessert items.