Pura Vida Miami, the beloved all-day cafe and wellness brand, has reached a major milestone: it’s coming to New York!
This move marks Pura Vida Miami’s first domestic venture beyond Florida, with a new 2,500 sq. ft. location in the vibrant NoMad neighbourhood.
The new spot opened on Friday, July 19th and is the first phase of Pura Vida Miami’s plan to open over 10 more locations in New York by 2026.
Founders’ Vision and Brand Philosophy
Founded in 2012 by the power couple Omer and Jennifer Horev, Pura Vida Miami is a space where healthy living and good food come together.
Omer and Jennifer have created a space where flavours are bold and wellness is real, making healthy eating accessible and fun. They took a small hobby and turned it into a brand loved for its warmth and wholesomeness.
The strategic expansion into New York is a testament to Pura Vida Miami’s commitment to organic growth while maintaining its core values. The brand’s decision to open its first New York location in the NoMad neighbourhood reflects its dedication to embedding itself within dynamic and vibrant communities.
The Horevs aim to reshape these communities by promoting healthy living and ensuring that the Pura Vida lifestyle becomes an integral part of New York’s culture.
The NoMad Location: A Match Made in Heaven
Situated at 1151 Broadway, the new NoMad location is designed to bring Pura Vida Miami’s warm atmosphere to both indoor and outdoor dining spaces. The expansive 60-seat outdoor area provides a serene oasis in the heart of the city, complete with an inviting floral facade and the brand’s iconic blue umbrellas.
The design extends throughout the cafe with wood pergolas, lush foliage, organic textures, and natural finishes, ensuring every visit is a rejuvenating experience.
Pura Vida Miami’s extensive menu draws inspiration from family recipes and the Horevs’ travels. The brand is renowned for its quality-driven menu, with each dish crafted from whole ingredients that are naturally grown, unprocessed, and often sourced from esteemed local vendors.
This dedication to quality ensures the freshest flavours while supporting New York’s vibrant culinary community.
All-Day Breakfast and Drinks
The famed All-Day Breakfast options feature a range of avocado toasts and pasture-raised eggs, each paired perfectly with a selection of artisanal coffee, matcha drinks, and teas. These offerings reflect the brand’s commitment to providing wholesome, delicious options that cater to various dietary preferences.
Continuing their dedication to a healthy lifestyle, Pura Vida Miami offers clean, chef-driven salads that are customisable with high-quality proteins. The menu also includes colourful wraps and sandwiches, as well as bowls featuring a variety of bases and proteins. These options cater to a diverse range of dietary needs, ensuring there is something for everyone.
Superfood Smoothies and Juices
To round out the wellness menu Pura Vida Miami has superfood smoothies, cold-pressed juices, wellness shots and raw organic acai bowls. These are to energize and nourish and give guests healthy options to support their overall well-being.
The cafe also has fresh-baked goods to add to the Pura Vida experience. These are part of the brand’s philosophy of wholesome food, so there’s something for vegan, vegetarian and gluten-free diets.
Commitment to Community and Healthy Living
Pura Vida Miami’s expansion is not just about growth; it’s about fostering communities by promoting healthy living. As they introduce their brand to new locations, including the exciting debut in New York, they remain steadfast in their commitment to creating spaces where wellness and community intersect.
“The decision to bring Pura Vida Miami to the NoMad neighbourhood 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.” – Omer Horev, Co-Founder of Pura Vida Miami
“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 neighbourhood, 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.” – Jennifer Horev, Co-Founder of Pura Vida Miami
Conclusion
Pura Vida Miami’s strategic expansion into New York is a significant step in its journey to promote healthy living and wellness dining. With plans to open over ten more locations by 2026, the brand is set to make a substantial impact on New York’s culinary scene.
Each new outpost will continue to embody the Horevs’ vision of a space where health-conscious living and delicious food coexist, fostering a sense of community and promoting a healthier lifestyle.
Pura Vida Miami’s expansion into New York represents more than just growth; it signifies a commitment to reshaping communities and promoting a healthy lifestyle.
With its inviting atmosphere, quality-driven menu, and dedication to wellness, Pura Vida Miami is poised to become an integral part of New York’s dining landscape, bringing its renowned concept to a broader audience and continuing its mission to make healthy dining accessible and enjoyable for all.
