Pure life
JENNIFER HOREV • Pura Vida Miami
WORK • Thursday Routine
JENNIFER HOREV • chief brand officer & co-founder • Pura Vida Miami
Neighborhood you work in: Midtown
Neighborhood you live in: Miami Beach
It’s Thursday morning. What’s the scene at your workplace
Thursdays start slow at home, matcha and cuddles with my kids before getting them out the door for school. Once they’re off, I head to my home gym for my Lagree Pilates session, which has become a non-negotiable. It really sets the tone for the day. After that, it’s a quick reset. Shower, get ready, and into the office.
Pura Vida’s new HQ is such a dreamy space to work in. It’s designed for collaboration, so there’s a lot of energy around building, creating, and thinking through what’s next as we continue to grow. It’s an exciting moment for us, and you can really feel that when you walk in.
What’s on the agenda for today?
I’m working on a bit of a brand refresh, one of my favorite parts of what I do. I love the creative process: thinking through packaging, visual details, and all the customer touchpoints that make the experience feel really intentional and memorable. It’s those small design decisions that, when done right, elevate everything and really bring the brand to life.
Any bar or restaurant plans today, tonight, this weekend?
Heading to The Joyce for a girls’ night. It’s such a chic spot. I love their martinis, the gem salad, and the NY strip steak. They also have this insane cookie brownie skillet that’s off-menu and only available sometimes. If you can get it, it’s a must. Definitely one of my favorite spots in Miami right now.
How about a little leisure or culture?
This weekend we’re heading to an Inter Miami CF game with the kids. We’re the official health food partner, so it’s pretty surreal seeing our brand throughout the stadium. My two older kids are huge soccer fans and play on club teams, so it’s such a fun way to spend time together doing something they genuinely love. It’s the perfect mix of family time and a little bit of work pride, too.
Any weekend getaways?
I’m heading to Los Angeles for our Pura Vida Miami West Hollywood opening, and then straight to New York City for our 5th Ave. flagship opening. These are the kinds of moments I used to dream about (and put on vision boards), so to be in it now feels pretty surreal.
What was your last great vacation?
We just took the kids to Saint Barthélemy for spring break. It’s definitely my happy place. The mix of beautiful beaches, incredible food, sunshine, and total relaxation is exactly how I love to recharge. One of our favorite spots is La Guérite St. Barth for lunch. We actually went twice in one week. It’s that good. The lemon pasta is a must, and their peach Aperol spritz is the perfect beachy indulgence. It’s one of those places that feels both laid-back and special at the same time, which is why we keep going back.
What’s a recent big-ticket purchase you love?
I bought the Bottega Veneta Andiamo Large Suede bag a few seasons ago, but with how much I’ve been traveling lately, I find myself reaching for it constantly. It’s one of those rare bags that’s both beautiful and incredibly functional. It’s spacious enough to hold everything: laptop, extra pair of shoes, even another handbag, but still feels elevated and polished. The shoulder strap makes it easy for travel, too. Highly recommend, if you want something that can truly do it all, without compromising on style.
What store or service do you always recommend?
For chic, elevated gifts, I always recommend Row in Sunset Harbour. You can walk in and find something beautiful and unique without overthinking it.
For services, Painless Pregnancy has been incredible. They’re a group of highly skilled pelvic floor therapists who have helped me have my best pregnancy experiences, and also supported me postpartum with back and neck pain. I’m a big believer that bodywork is essential for self-care, not a luxury.
Where are you donating your time or money?
I love supporting our local community, and with four kids, we’ve spent a lot of time at Miami Children’s Museum. It’s such a special place. Not just fun, but really focused on helping kids learn through play. They do a great job creating access for all families, including working with underserved communities, Title 1 schools, and children with special needs through free and subsidized programs. They also bring educational experiences directly into schools and community spaces, which I think is incredibly impactful. It’s one of those organizations that truly makes a difference while still feeling fun and inspiring for kids.