Pura Vida Miami

Miami’s Fancy Wrap and Smoothie Chain Is Opening 10 NYC Shops | Eater NY

"Opening July 19, Pura Vida’s first New York location at 1151 Broadway at 26th Street in Nomad is a 2,500-square-foot, blue-and-beige all-day café with a floral facade, blue umbrellas, wood pergolas, counter service, and copious indoor and outdoor seating. I see it as an upscale fast-casual spot that goes all-in on “natural and local foods,” highlighting “carefully curated ingredient choices” with lots of vegetables and a range of vegan and gluten-free items. Like the Florida locations, the New York menu offers all-day salads ($15–$19), colorful wraps ($18), and customizable bowls ($19–$25) with choices such as salmon, chicken, and spicy tuna, plus smoothies, cold-pressed juices, wellness shots, coffee and matcha ($3.50–$12), and baked goods; new-to-New-York items include soups, charred fruit toast, and a smoked salmon breakfast sandwich on sourdough. Hours will be Monday–Saturday 7 a.m. to 10 p.m. and Sunday 8 a.m. to 8 p.m. After opening in Miami in 2012 and growing to over 20 Florida locations, owners Omer and Jennifer Horev plan at least 10 New York locations by 2026 (with additional spots planned for Williamsburg and Bleecker Street), aiming to make the Pura Vida lifestyle part of New York’s culture. The brand has become “somewhat of an institution” in South Florida (Commercial Observer), was called one of South Florida’s most successful local restaurant chains by Eater Miami, and was recommended by The New York Times during Miami Art Week." - Beth Landman