Q&A: #Drive305 x Omer Horev

#Drive305 x Omer Horev from World Red Eye Films on Vimeo.

Miami, FL – April 30, 2021 – Driving into spring never looked better! World Red Eye has partnered with THE COLLECTION to introduce our new #Drive305 series, bringing you the inside scoop on the hottest new cars on the market and a behind the scenes look at some of the city’s most influential and inspiring entrepreneurs. Each week, WRE and THE COLLECTION will collaborate with one of Miami’s elite and pair them with an all-new vehicle from THE COLLECTION, giving them a hands-on experience driving in the lap of luxury.

For the inaugural partnership of the series, WRE joined Omer Horev, local businessman and founder of the popular food and lifestyle brand Pura Vida, with the all-new Aston Martin DBX, a car as sophisticated as him. Ready to see what its like being the man behind one of South Florida’s most recognizable and popular brands, WRE went for a spin with Omer in the DBX to get a behind the scenes look at a day in his life, discuss how he balances it all, and his experience working with THE COLLECTION. Read the full Q&A below.

By Gaby Cuevas

Omer Horev

WRE: Pura Vida, your all-day cafe and lifestyle brand, is one of the most popular and well-known destinations for healthy food in South Florida. How did you first start this business?

Omer Horev: Pura Vida started out as a side passion project inspired by my travels and desire to make quality, delicious food more easily accessible. We first launched in 2012 and quickly became a favorite neighborhood spot. We wanted to create a space for locals to enjoy quality coffee, healthy food and a variety of approachable menu items made with organic, wholesome ingredients which at the time didn’t exist in the area.

WRE: How many Pura Vida locations are there currently? Do you have plans to open any more?

OH: Pura Vida currently has six locations and four more in the pipeline for this year. We have big expansion plans for the brand on the horizon–both short and long term.

Omer Horev

Omer Horev

WRE: Your wife Jennifer is the Chief Branding Officer for Pura Vida. What is it like getting to work together as husband and wife?

OH: I handle the real estate, operations, financials, and expansion strategy while Jen is responsible for the design, creative direction, and marketing. We always try to listen and support each other while staying in our own lanes and playing to our respective strengths, as best as we can. We make sure to schedule a time for a daily workout, meditation, and weekly date nights. We also have a very strong and dedicated team which we’ve built over the years and take great pride in having built this brand together!

Omer Horev

WRE: Although you were born and raised in Tel Aviv, you’ve spent the last fifteen years here in Miami. What exactly do you love about Miami? How does it compare to growing up in Tel Aviv?

OH: First and foremost, both Miami and Tel Aviv are global melting pots and have a lot of similarities, which translates to the flavors of the food and the languages that are spoken. Both are coastal cities with vibrant and thriving restaurant scenes that are incredibly diverse and welcoming to all ages and cultures. Growing up in Tel Aviv we spent a lot of time at the beach and here in Miami I enjoy spending a lot of time by the ocean with my family and friends.

WRE: You recently opened another restaurant, Abba Telavivian Kitchen, in the South of Fifth neighborhood in South Beach. Tell us about this new spot. 

OH: Abba draws inspiration from the food I ate growing up in Tel Aviv, which is a well-known melting pot of flavors from the Middle East, North Africa, Syria, Europe and Latin America. My partner Sam Gorenstein and I started our businesses – Pura Vida and MyCeviche – in Miami’s ‘South of Fifth’ neighborhood and we wanted to create a concept here that brings our favorite cuisine to the place where we both got our start in the hospitality industry in a casual yet refined setting. Abba Telavivian Kitchen reflects what we like to eat and cook at home with our family and friends.

Omer Horev

Pura Vida started out as a side passion project inspired by my travels and desire to make quality, delicious food more easily accessible.

Omer Horev

Omer Horev

WRE: What was your favorite feature of the Aston Martin DBX?

OH: When I got a chance to drive the Aston Martin DBX, I was impressed by the overall performance and the clean lines and sleek exterior design of the new model, especially since this is the first SUV from Aston Martin. I think it goes without saying that the way it drives and attention to detail is the next level of luxury.

Omer Horev

Omer Horev

Omer Horev

I think it goes without saying that the way the Aston Martin DBX drives and attention to detail is the next level of luxury.

Omer Horev

Omer Horev

WRE: How does the Aston Martin DBX compare to other cars you’ve driven?

OH: The DBX is much sportier than what I’m used to in a luxury SUV but it was exciting to try something new. The way it drives and handles was quite an experience and the vehicle clearly has a lot of character.

WRE: Tell us about your experience working with THE COLLECTION.

OH: The Collection has a longstanding reputation here in Miami with unparalleled service to match it. They make any experience working with them seamless and enjoyable.

Omer Horev

WRE: Health-conscious casual food has become increasingly popular recently, as consumers have continued to make healthier lifestyle changes. What sets Pura Vida apart from other healthy food spots?

OH: We’ve established ourselves as the go-to spot here in South Florida for healthy and quality food. Our strong brand recognition and popularity are due largely in part to the focus on consistency of the overall guest experience and quality of the ingredients used. Moreover, it’s really important for us to support the local community so our ingredients are locally sourced, whenever possible. Everything is fresh and of the highest quality.

We’ve designed all of our locations to feel like an extension of our home and we’ve found that our guests feel welcomed to the inviting spaces we’ve created. Pura Vida isn’t just a place where you stop by and grab breakfast or lunch but also a place where people come together to work, hang out, gather with friends and family, etc.

Omer Horev

WRE: Since founding Pura Vida in 2012, what has been your biggest accomplishment so far?

OH: My biggest accomplishment and the one I’m most proud of is having created so many jobs for the community here in South Florida. Seeing our employees advance and develop in their careers as well as leading overall healthier lives has been a driving force for me and part of the reason we are working so hard to expand our footprint across South Florida and beyond. When I see team members able to buy cars or homes and improve themselves and the lives of their families, that keeps me going and pushing on.

Omer Horev

Pura Vida isn’t just a place where you stop by to grab a bite, but also a place where people come together to work, hang out, and gather with friends and family.

Omer Horev