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Pura Vida: Fresh organic food with a vacation vibe

Pura Vida: Fresh organic food with a vacation vibe

Pura Vida Miami West Palm Beach

Just down the block from Rosemary Square, the newly opened Pura Vida Miami has become an instant upscale vibrant hangout. With an indoor wooden arbor festooned with purple flowers, couches, rugs, wicker hanging lamps, and white-washed brick walls, it feels more like a spa-type hotel than a corner eatery.

With five other locations, Pura Vida Miami is a go-to spot for healthy, clean, feel-good eats. This is the first in West Palm Beach, and it’s already a hit.

What began as a side passion project in 2012 for founder Omer Horev, has since established itself in several Miami hot spots as a “go-to” dining spot and bonus wellness hub, serving up all-day breakfast menu items, superfood smoothies, fresh juices (try the ginger shot – it’s powerful!), flavorful salads, wraps, and bowls, along with gluten-free and vegan sweet treats, sourced using all local and organic ingredients whenever available​.

“It’s our brand; we try to make you feel like you’re on vacation,” says Jennifer Horev. “A comfortable, clean, open, space. Fresh organic, food, breakfast all day – who doesn’t eat avocado toast for dinner sometimes! Word got out really quickly, we think mostly through Instagram, but we were very surprised at the immediate response though.”

Sourced locally as much as possible, Pura Vida is laid back, like a coffeehouse but more. It features lots of open indoor and outdoor seating that wraps around the corner where the community can feel comfortable and enjoy a safe dining experience.

Pura Vida Miami West Palm Beach
View of the interior of the restaurant.

The restaurant takes 2,500 square feet of the newly rebranded Rosemary Square, designed in Pura Vida’s signature breezy aesthetic that includes a cornerless NanaWall that redefines the architectural possibilities to produce a maximum light-filled space connecting the interior to the exterior.

The day I visited for lunch it was a lively scene that spilled out onto the sidewalk.

Ordering at the counter from either the printed menu or on your phone from a QR code, I got the Spicy Tuna Salad and a Glow fresh-squeezed juice with carrot, orange, lemon, ginger, and turmeric. The salad was deliciously blended with cilantro rice, arugula, avocado, radish, scallions, and spicy aioli. Like a deluxe sushi roll in a bowl, this light, fresh, meal hit the spot. There were people with puppies and computers, chatting and sipping coffee; others grabbing items to go.

Pura Vida Miami West Palm Beach
Jen’s Herb Salad with wild ahi tuna, green cabbage, kale, cucumber, scallion, sunflower seeds, and sesame seeds.

Other signature menu items include the ​all-day Breakfast Menu, featuring a range of avocado toast dishes, egg sandwiches, and wraps, as well as Pura Vida’s yummy ​Açaí Bowls, made with raw organic Brazilian açaí. Other popular dishes include ​Mango Salmon​ – another sushi-inspired creation – Vegan Lentil Bowls, as well as the ​Roasted Chicken Wrap ​and a new menu item, ​Jen’s Herb Salad​, inspired by a trip she took to Israel visiting her husband’s family.

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“We are so excited about the debut of our West Palm Beach location, especially in such a walkable area like Rosemary Square,” says Omer Horev, Pura Vida co-owner, and Jennifer’s husband. “This marks Pura Vida’s first cafe outside of Miami and a huge milestone for the Pura Vida brand. We have always had big plans in the works for expansion, and it’s great to see those come to fruition while continuing to positively impact the local economy.”

Pura Vida was originally established in Miami Beach and has since launched several locations in the Miami Design District, Edgewater, South Beach, in Coral Gables at the University of Miami, and in West Avenue in Miami Beach. They are planning three more locations in the coming months including establishments in Aventura, Bay Harbour, and Las Olas.

Pura Vida in West Palm Beach is situated at 460 S Rosemary Ave., Suite 186 and open daily from 8 to 4 pm. Delivery and pick-up are available through the Pura Vida Miami app. Online at

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