In the summer of 2010, two best friends from southern California traveled to Costa Rica. While there, they came across two artisans, Jorge and Joaquin, whose colorful string bracelets captured the simple beauty of Costa Rica. Sadly, Jorge and Joaquin were struggling to survive on their artisan wages. Desperate to find some way to help, the Pura Vida brand was born. Each piece celebrated the simple things or "Pura Vida". Pura Vida translates to "pure life", and represents a lifestyle that's about enjoying life's little pleasures, slowing things down, and living life to the fullest. The Pura Vida brand now supports over 800 different artisans across the world.