One day, they observed a couple of artisans, Jorge and Joaquin, selling colorful woven string bracelets to people on the beach. Intrigued by the bracelets — and wanting to help the two men and their poverty-stricken families — Thall and Goodman ordered 400 units from the men to try to sell in the U.S.
They sold out quickly — and more were ordered, becoming the start of Pura Vida (Spanish for “pure life”), based in La Jolla, California, now a multimillion-dollar enterprise that was recently acquired by the Vera Bradley family of brands. Trading fairly with its 800-plus artisans all over the world, eco-friendliness and giving back remain core values for the founders.
