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Miami, Florida, Florida · Specialty Coffee Brand Deep Dive

Pura Vida

Editorial sacred-geometry artwork for Pura Vida; not a documentary photograph
Owned by Pura Vida Holdings Group, LLCNamed roasting partner: UndisclosedSourcing: Limited public info
TagsPura VidaFlorida coffee roastersOwned by Pura Vida Holdings Group, LLC
Visit Pura Vida's site

Pura Vida was established in 2012 by husband-and-wife team Omer and Jennifer Horev as a neighborhood passion project in South Florida. The company has since evolved into a national lifestyle and wellness brand that operates dozens of cafe locations across multiple states. It is documented for its health-conscious, ingredient-driven menu that emphasizes clean eating, including the exclusion of seed oils. The brand serves a variety of artisanal coffee and tea beverages alongside its signature all-day breakfast, acai bowls, and fresh-pressed juices.

Corporate ownership disclosure

Pura Vida is owned by Pura Vida Holdings Group, LLC

Pura Vida Miami is a lifestyle-driven wellness cafe brand founded by Omer and Jennifer Horev. It is backed by private equity, with Jason Cohen listed as a strategic partner.

Ultimate owner: a mid-size coffee group

Ownership is disclosed when documented. Corporate parents can shape sourcing and independence claims. Public sources were researched as of 2026-10-18.

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Ownership
Pura Vida Miami is a lifestyle-driven wellness cafe brand founded by Omer and Jennifer Horev. It is backed by private equity, with Jason Cohen listed as a strategic partner.
Founded
2012
Roasting
Named roasting partner: Undisclosed. Other roasting arrangements are unverified.
What it's known for
Pura Vida is known as a prominent South Florida lifestyle and wellness cafe chain. It is recognized for its health-conscious menu, including all-day breakfast, acai bowls, cold-pressed juices, and specialty coffee programs.
Farm-level sourcing
The brand does not publicly disclose specific farm, farmer, or washing station details for its coffee offerings. Their coffee program is integrated into a broader wellness-focused menu rather than marketed through single-origin transparency.
Notable coffees
  • — Americano
  • — Cappuccino
  • — Cold Brew
  • — Coconut Espresso
  • — Blue Butterfly Latte
  • — Pumpkin Spice Cloud
In the news

Recent news and media coverage about Pura Vida, as documented by outside outlets. We link to the original reporting and do not rewrite or endorse it.

2026-09-09 · Tampa Bay Times
Pura Vida Miami opening soon at Water Street Tampa

The fast-casual café chain is expanding its footprint with a new location in Tampa’s Water Street development. The site will feature the brand's signature all-day menu, including breakfast items, wraps, and rice bowls.

2026-06-22 · QSR Magazine
Pura Vida Miami Bolsters Leadership Team

Pura Vida Miami has appointed three new senior executives—a Chief Development Officer, Chief Culinary Officer, and Chief Marketing Officer—to support its national expansion. These hires follow a strategic growth investment from TSG Consumer and aim to help the brand scale its operations across more than 50 locations.

2026-06-04 · QSR Magazine
Pura Vida Miami Announces Opening of New NYC Location

Pura Vida Miami opened a new flagship location in New York City's Flatiron neighborhood, marking the brand's 53rd location nationwide. The opening also introduced a new 100% grass-fed steak protein option to the chain's menu.

2026-05-24 · South Florida Business Journal
Pura Vida shifts HQ to Miami’s Wynwood

Pura Vida has relocated its corporate headquarters to The Gateway at Wynwood in Miami. This move reflects the company's ongoing growth and strategic shift toward centralizing operations in the city's emerging retail and business districts.

2025-02-20 · Mann Report
Pura Vida Opens at 25 Kent

Pura Vida Miami expanded into the New York City market with the opening of a location at the 25 Kent mixed-use building in Williamsburg, Brooklyn. This marked the brand's first Brooklyn location and second overall in New York.

Sources used in this deep dive
Research disclosure — this profile was compiled from public online sources on 2026-10-18. This company overview is not a tasting review. Original tasting reviews are labeled separately when they exist. Ownership, roasting and sourcing details are attributed to documented sources. I could not verify the specific roasting partner or the specific coffee-growing countries sourced, as the brand does not publish this information on its website or in public press releases.

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