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Grow your business

How social media turned surf-inspired bracelets into big business

Pura Vida teamed up with social influencers to tell their story.

Apr 19, 2019



Updated: 06/04/19

This story is part of the Small Business Ad Academy, a series that offers timely advice on marketing and social media for small businesses, presented by Chase Ink.

One look at the Pura Vida Bracelets Instagram account, and you're transported to the beach. Bold coral, cool blues, soft greens and other vibrant hues intertwine in functional designs all made to be worn in the waves.

That's exactly the point.

Pura Vida—or "Pure Life"—was born when Griffin Thall and college friend Paul Goodman embarked on a post-graduation surf trip to Costa Rica in 2010. There, they met two artisans selling handmade bracelets on the beach, and the rest is history. Just shy of 10 years later, the company employs more than 200 artisans worldwide to carefully craft bracelets and accessories that are sold online and in boutiques across the globe.


Thall and Goodman credit a substantial part of their success to their social media strategy, which is fueled by a host of likeminded influencers on Facebook, Instagram, Twitter and other platforms. According to the duo, the key is finding influencers whose authenticity and spirit align with the brand's mission.

"It's all about pairing ourselves with influencers who know how to tell a story better than we do," says Thall. "To us, that's truly marketing."