Affiliates of CriticalPoint have acquired the Pura Vida Bracelets brand from Vera Bradley Inc. Founded in 2010, La Jolla, California-based Pura Vida began as a digitally native jewelry and lifestyle accessories brand, selling handcrafted bracelets and jewelry made by artisans from Costa Rica. Its high-quality, on-trend products and donations to over 300 mental health, disaster relief and environmental nonprofits has helped to build a loyal following on social media with younger, female consumers.
Earlier this year, Vera Bradley had announced it was selling the Pura Vida jewelry brand for a cash consideration of $1 million. Vera Bradley acquired a 75% stake in Pura Vida Bracelets in 2019 for $75 million and acquired the remaining 25% in 2023 for $10 million. However, sales for the Pura Vida segment dipped in 2024, according to a Vera Bradley earnings report in March. The company says it sold the Pura Vida brand to refocus its efforts on the company’s long-term transformation.
Under CriticalPoint’s ownership and operational expertise, Ryan Heuser, co-founder and former president of Paul Frank Industries, has joined Pura Vida as the company’s new chief executive officer, effective immediately.
“At CriticalPoint, we were actively seeking a high-potential consumer brand where our operational expertise could accelerate growth — and we saw that in Pura Vida,” says Brad Holtmeier, partner at CriticalPoint. “The brand has an incredibly passionate customer base, a compelling product line and a purpose-driven mission that deeply resonates with the next generation of consumers. We’re equally excited to welcome Ryan Heuser as CEO. His entrepreneurial track record, combined with his instinct for design, storytelling and brand building, makes him the ideal leader to unlock Pura Vida’s full potential.”
Heuser has nearly three decades of fashion industry experience, according to CriticalPoint. Heuser began his career in public relations at Mossimo Inc. before launching Paul Frank in 1997 from his garage in Huntington Beach, California. Under his leadership, the Paul Frank brand grew into a global phenomenon, spanning licensed products, apparel, accessories and a retail footprint of 30 Paul Frank Store locations worldwide. The brand was distributed in over 60 countries through retailers ranging from Nordstrom to Target. Paul Frank was eventually acquired by Haim Saban.
“I’m excited to help reignite Pura Vida’s creative and entrepreneurial spirit,” says Heuser. “The brand’s story mirrors my own — humble beginnings, a passion for design and a deep commitment to brand building. There’s tremendous potential to shape its next chapter while staying true to its roots that made it so beloved.”
No other terms of the acquisition were disclosed.
