Q&A: Pura Vida Expands Into Bay Harbor Islands

Photography by Richard Alvarez on October 22nd, 2021 in Editorials, Food, Lifestyle

Pura Vida Bay Harbor Grand Opening from World Red Eye Films on Vimeo.

Bay Harbor Islands, FL – October 22, 2021 – From one beachy corner of the city to the next, the Pura Vida empire shows no signs of slowing down as it expands into the vibrant coastal town of Bay Harbor with its eighth all-day café! Since the brand’s inception in Miami Beach in 2012, Jennifer and Omer Horev, the husband/wife duo behind the prominent health-focused restaurant staple, have been steadily expanding the Pura Vida name, upholding a total of ten current locations, two of which are also slated to unveil before the end of this year. Bay Harbor marks the Horev’s next venture, poised to become the neighborhood’s go-to breakfast spot, bakery, and all-in-one coffee shop destination, for locals and visitors alike.

“We’re really looking forward to bringing Pura Vida to the Bay Harbor neighborhood. It’s the perfect place to extend our footprint here in Miami, in that it also gives us the gracious opportunity to serve its neighboring communities of Surfside, Sunny Isles, North Miami, and Keystone Point as well,” said Omer Horev, Chief Executive Officer and Founder of Pura Vida. “With the additions of our Aventura location, our newly expanded Edgewater location, and now Bay Harbor, all in 2021 alone, we’re constantly amazed and humbled at how well-received our brand has been, and continues to be, in the different communities we branch into. The Bay Harbor Islands neighborhood, home to a lively, family-oriented beach community, is the most idyllic area to immerse ourselves within.”

With a mission to promote a healthy lifestyle and anchor health and wellness-driven communities, Pura Vida has evolved into a hub for like minded individuals in each South Florida community in which the brand folds itself into. Located just walking-distance from Bal Harbour Shops and Surfside beach, the brand-new location inhabits 3,000 square feet of indoor and outdoor space. Pura Vida Bay Harbor is located at 1001 Kane Concourse Bay Harbor Islands, FL 33154. Hours of operation are Monday – Sunday, 8AM – 4PM.

World Red Eye stopped by the Pura Vida Bay Harbor grand-opening for a first-look at the new location and discussed with founder, Omer Horev, what the future holds for South Florida’s favorite healthy food spot. Read the full Q&A below.

WRE: Pura Vida Bay Harbor marks the 8th location in the already impressive PV portfolio. Why did you decide to expand into the Bay Harbor area?

Omer Horev: We believe Pura Vida thrives in a beachy, coastal community as we’ve seen success with our South of Fifth and West Ave locations. Keeping the brand close to the water in a great neighborhood such as Bay Harbor, was a no-brainer for us. Bay Harbor is the perfect place to extend our footprint here in Miami. We’re excited to be a part of this wonderful community, which also gives us the gracious opportunity to serve its neighboring communities of Surfside, Sunny Isles, North Miami, and Keystone Point as well.

Omer & Jennifer Horev

WRE: Tell us about the menu at the new Bay Harbor location. What can guests expect?

OH: Our Bay Harbor menu will have its own exclusive featured item for our guests and their four-legged friends. Baked in-house and available in-store only, we’re introducing the new Caprese Croissant Tart, made with mozzarella, pesto, and tomatoes. We’ve also partnered with ‘A Paw’s Nation’ to offer Macarons for Dogs, which will be available in 2 flavors: Peanut Butter and Moringa Blueberry Acai. Similar to our other locations, Bay Harbor will also offer an array of fresh juices, superfood smoothies, canned kombucha, artisanal coffees and an extensive All-Day Breakfast Menu characterized by a range of avocado toasts, free-range egg sandwiches, fresh bagels, wraps, and bowls, Raw organic Açaí Bowls, crisp and refreshing salads and a wide variety of gluten-free and vegan sweet treats. In addition to the classics, our Bay Harbor menu will also highlight a noteworthy selection of freshly baked goods and mouthwatering breakfast sandwiches, made in-house baked bagels and multigrain sourdough toast.

WRE: What is your favorite food and drink item on the menu?

OH: Hard to pick just one. For breakfast, I’d have to say Perfect Egg Sandwich on a Sesame Bagel. My go-to lunch item is Jen’s Herb Salad with Ahi Tuna. For a drink, you can’t go wrong with any one of our juices, so I typically mix it up depending on the day.

Omer & Jennifer Horev

WRE: What is an example of a core principle central to the Pura Vida brand?

OH: Quality food and first-rate service are uncompromising trademarks guests can look forward to at our stores. We’ve built our reputation off these principles coupled with an unfaltering focus on the consistency of our products and the satisfaction of our customers.

WRE: The wellness market has become quite competitive over the years, with several “health-conscious” businesses constantly popping up across the city/country. How does Pura Vida stand-out from other competitors offering a similar product/experience?

OH: Beyond our delicious dishes and quality-driven menu based on natural and organic ingredients, the Pura Vida brand really hones in on community support and collaborations. We maintain a genuine community-focused culture throughout all our locations. Since the day we opened our doors to the first Pura Vida concept in 2012, we have always made a conscious effort to support our local Miami-based vendors and businesses. We’re also fortunate enough to be able to use Pura Vida as a platform to stand behind different causes that are important to us and to our neighboring communities.

Omer & Jennifer Horev

Quality food and first-rate service are uncompromising trademarks guests can look forward to at our stores.

Omer Horev

WRE: How would you describe the design aesthetic of Pura Vida?

OH: We want our guests to feel at home when dining at Pura Vida so we design all of our spaces with our signature Pura Vida aesthetic – authentic, harmonic ambiance that exudes a sense of casual comfort and minimalist urbanity. Jen and I design all our locations together and it’s something we really love doing. My expertise is in planning the working space and Jen’s is in bringing her finishes and decor to life within our spaces with a constant reminder that our restaurants are an extension of our living room. Across all of our stores, you will find the same aesthetic that has helped make Pura Vida the go-to spot for a delicious and casual breakfast, lunch, and dinner.

WRE: It’s safe to say that Pura Vida has an extensive foothold here in South Florida. Do you have any plans to expand the brand into other markets or open new locations?

OH: We are constantly amazed and humbled at how well-received our brand has been, and continues to be, in the different communities we branch into. We would love to tap into other markets and expand Pura Vida outside of Florida in hopes of being a nationally recognized wellness brand. There is no telling where we will be in the coming years, but expansions are certainly on the horizon.