Pura Vida bracelets have become an iconic accessory, spotted on the wrists of celebrities and influencers alike. Known for their simple, braided design and optimistic meaning, Pura Vida bracelets carry price tags much higher than their humble appearance would suggest.
So what exactly makes these bracelets so expensive? There are several factors at play.
Reasons For Pura Vida Being So Expensive
Here is a list of those reasons:
- High Brand Value
- Charitable Partnerships
- Handcrafted Appeal
- Novelty Designs
- Premium Materials
- Influencer Marketing
- Price Anchoring Strategy
- Strong Brand Connection
- Price = Quality
Let’s analyze those reasons.
- High Brand Value
As a brand, Pura Vida has cultivated an image of quality, optimism, and charity that resonates with its target demographic.
Founded in 2010 by two Southern California friends, Pura Vida (which means “pure life” in Spanish) built its brand identity around the idea of living joyfully and intentionally.
This mission comes through in their marketing and public messaging, shaping the way customers perceive the brand.
Pura Vida has done an excellent job positioning itself in the lifestyle accessory market, allowing it to command premium pricing for its products.
The strength of the brand itself is a major contributor to the high cost of Pura Vida bracelets.
Also Read: Reasons For Heidi Daus Jewelry Being So Expensive.
- Charitable Partnerships
Another key element of Pura Vida’s brand image is its commitment to charitable causes. With every purchase, consumers know proceeds help support artisans in Costa Rica and other global causes. Pura Vida uses some of its revenues to form partnerships with over 174 different charities.
This gives an extra feel-good factor to buying one of their bracelets. While the cost of these charitable contributions does impact pricing, it allows Pura Vida to charge more while aligning with buyer values.
Consumers see value in supporting craftspeople and causes through their purchases. Pura Vida turns this giving into a competitive advantage.
- Handcrafted Appeal
The Pura Vida design aesthetic is all about that handmade, artisanal look. Their bracelets are created by artisans in Costa Rica, El Salvador, and India who hand-braid vibrant cotton threads and soft waxed cords.
Machine production could easily replicate the simple pattern of Pura Vida bracelets, but that human touch is a fundamental part of the brand’s laidback appeal.
Keeping production in the hands of craftspeople ensures no two bracelets are exactly alike due to small variations in braiding and length. This handmade quality allows Pura Vida to charge a premium.
- Novelty Designs
While the classic Pura Vida bracelet has an uncomplicated design, much of the brand’s popularity comes from its constantly evolving selection.
New patterns, materials, charms, and limited-edition collections are released frequently.
This gives fans a reason to keep coming back to buy the latest bracelet trend.
Having this steady stream of fresh designs provides value that Pura Vida capitalizes on through inflated pricing.
Limited edition and specialty bracelets especially can demand higher costs. The novelty helps justify the price tag.
- Premium Materials
The material costs factor into pricing as well. While many Pura Vida bracelets utilize simple cotton string, some are made from higher-end materials like soft leather or Italian Murano glass beads.
Using these upgraded materials elevates the bracelets from cute accessories to elevated jewelry. The costs incurred from sourcing pricier metals, stones, and materials get reflected in the retail cost passed on to the consumer.
More desirable materials equal higher prices.
Also Read: Reasons For BuddhaGirl Bracelets Being So Expensive.
- Influencer Marketing
Like many brands today, Pura Vida relies heavily on influencer marketing to raise its profile. The company has gifted bracelets to prominent YouTubers, Instagram stars, and celebrities, including Ariana Grande and Gordon Ramsey.
Fans want to buy the same bracelets as their favorite stars, allowing Pura Vida to mark up prices. The sense of exclusivity and status from wearing a popular accessory gives shoppers a greater willingness to splurge.
Social media buzz is free advertising that boosts demand for Pura Vida’s more costly options.
- Price Anchoring Strategy
Another sales tactic that likely affects Pura Vida’s pricing is anchoring.
Displaying some very high-priced products makes mid-range options seem more reasonable by comparison.
Pura Vida sells some bracelets for $100 or more.
When a customer then sees a $30 bracelet, that price no longer seems outrageous thanks to the anchored perspective.
This strategy subtly influences customers, encouraging them to accept higher prices. It’s a psychological sales maneuver that works to the company’s advantage.
- Strong Brand Connection
Pura Vida has successfully fostered a devoted customer base enthusiastic about their positive lifestyle message and mission. Their target demographic is style-conscious teens, college students, and young adults who identify with the brand’s laidback vibe and values.
This passionate brand connection means customers are willing to pay more to own a piece of Pura Vida style. Fans love repping their favorite brands, giving Pura Vida leverage to ratchet up prices. Strong brand affinity overrides cost considerations.
- Price = Quality
For many consumers, higher cost signals higher quality. People have been conditioned to associate expensive prices with premium materials, construction, and durability.
Pura Vida strategically prices its products at a range noticeably above inexpensive, mass-produced options. This implies the bracelets offer greater worth in terms of longevity, quality, and even social status.
The perceived value justifies paying more. In reality, durability may not differ dramatically from a $5 bracelet. But Pura Vida banks on this price-quality mental shortcut.
Also Read: This Is Why Chan Luu Bracelets Is So Expensive.
- Strong Retail Distribution
Unlike some cheaper accessory brands, Pura Vida bracelets are not commonly found at big chain stores. Pura Vida favors local boutiques, surf shops, yoga studios, resort stores, and its own retail locations.
Selling at trendier, more curated retailers allows the brand to command a higher sales price compared to mass merchandisers. When consumers do find Pura Vida products at popular mall outlets like Nordstrom or Urban Outfitters, they accept the higher pricing those stores are known for.
The distribution strategy enables more markup.
These key factors demonstrate why Pura Vida can retail its artisanal bracelets at prices rivaling fine jewelry. From smart branding to strategic sales tactics, the company has carved out a price structure much loftier than its minimalist design would suggest.
For devotees of the Pura Vida lifestyle, the feel-good mission and emotional pull of the brand makes splurging seem worthwhile. At the end of the day, customers are clearly willing to pay a premium for these treasured threads woven with meaning. Pura Vida sets prices at exactly what the market will bear for a beloved brand.
- Celebrity Endorsements
Pura Vida has successfully marketed its bracelets to numerous celebrities, gaining the brand publicity when these stars are photographed wearing them.
Celebrities like Paul Wesley, Audrina Patridge, and Nina Dobrev have been gifted Pura Vida bracelets at various industry events and photographed wearing them afterwards.
Having A-listers embrace their bracelets provides immeasurable marketing value.
Consumers want to own the same bracelets as their favorite actors, musicians, and influencers. Seeing celebrities rep the Pura Vida brand translates to major sales.
The company leverages these endorsements by subtly inflating prices to premium levels. Customers are willing to pay more to emulate stars and own a luxury accessory.
The demand generated by celebrity marketing allows Pura Vida to charge prices 30-40% higher than comparable unbranded bracelets. Star power goes a long way towards justifying the inflated costs.
- Exclusive Partnerships
In addition to celebrity tie-ins, Pura Vida partners exclusively with certain retailers and companies to release specialty bracelet collections. Recent examples include collections with brands like Disney, the PAC-12 Conference, and specific resort companies like Club Med.
These exclusive capsule collections drum up excitement among fans eager to own the limited-edition styles. Pura Vida also restricts which stores can carry these one-of-a-kind collaborations.
This manufactured scarcity increases demand. Knowing styles are exclusive and temporarily available induces shoppers to purchase regardless of steeper pricing.
With partnerships, Pura Vida can hike up prices substantially above their classic designs, sometimes doubling or tripling the cost. Fans readily pay the inflated costs to own the unique crossover bracelets representing their favorite brands. The exclusivity commands premium prices that Pura Vida cashes in on.
Also Read: This Is Why Lokai Bracelets Is So Expensive.
Frequently Asked Questions (FAQ)
Pura Vida bracelets are special for their simple, artisanal look and laidback, optimistic vibe. The hand-braided bracelets represent living life joyfully and intentionally. Pura Vida is also special for its charitable partnerships that give back with every purchase. The brand has created a devoted following around its mission to spread goodness.
Pura Vida bracelets are reasonably good quality, especially considering their handmade nature. They are durable enough for daily wear but not indestructible. With care, Pura Vida bracelets can last for years. Higher priced options with premium materials tend to have better quality construction.
With proper care, most Pura Vida bracelets can last from 1-5 years or longer. Durability depends on the materials and amount of wear. Bracelets will last towards the longer end of that range if worn gently without exposure to water, chemicals or excessive sunlight. Replacing knots and loose strings can extend a bracelet’s lifespan as well.
Pura Vida translates to “pure life” in Spanish. The saying represents living joyfully, simply, and intentionally. The Pura Vida lifestyle is about finding happiness in everyday moments. The bracelets serve as a reminder to have a positive spirit. For surfer fans, they also reflect the laidback coastal vibe. So Pura Vida bracelets symbolize both the brand’s mission and a cheerful, easygoing attitude.
Wrapping Up
Pura Vida has strategically created a brand image and shopping experience that enables the company to charge premium pricing far above the bracelets’ intrinsic value.
Through smart marketing, charitable branding, handcrafted appeal, partnerships, and other tactics, Pura Vida makes its minimalist string bracelets seem like coveted luxury accessories. The company has expertly manufactured desirability and exclusivity that fans are willing to pay for.
Pura Vida’s success proves image and emotion can override logic when it comes to perceived worth. For devotees, the bracelets represent far more than twisted strands—they symbolize an aspirational lifestyle.
