Jennifer Horev, Co-Founder, Pura Vida
Jennifer is the Co-Founder and Chief Brand Officer of Pura Vida, the iconic health-focused eatery and lifestyle brand known for its delicious and nutritional food sourced using local and organic ingredients. Since opening its first location in Miami in 2012, Pura Vida has firmly established itself as the go-to health spot for delicious food, gorgeous interiors, and wellness-minded people. It was Jennifer’s vision that created the tropical chic, minimalist décor that makes the brand so recognizable. With fifteen outposts in South Florida and one global location in Qatar, Pura Vida is slowly taking over the world one healthy, delectable bite at a time.
Jennifer was born in Chicago and raised mostly in Weston, Florida. She received her degree in Marketing from the University of Florida and held several Marketing and Sales roles before ultimately deciding to pursue Real Estate. As fate would have it, she met her future husband and business partner, Omer, when the two realtors were working opposite ends of a transaction. They made the sale and fell for each other as well. Little did she know at the time how much love and creation that one chance encounter would bring into her life.
Pura Vida began as a side passion project for Omer who wanted a local spot where he could get his coffee and a healthy breakfast. When he met Jennifer, she convinced Omer to pursue his dreams by continuing to expand the eateries and brand. She eventually left her job in real estate to join him full-time a couple of years later and together they began building out the menu to be mindful of food allergies and dietary restrictions. Jennifer took the lead in reimagining the interior design of the brand to feel like an extension of their home. The lush greenery, white spaces, wooden finishes, and blue umbrellas in the outdoor patios all give a sense of modern, tropical chic.
The dream was to create a place and a community where wellness-minded individuals could come to eat delicious, healthy food in a beautifully decorated space with a menu that can be eaten any time of the day. When you walk into the doors of any of their locations you can understand why their mission statement is “Welcome to another day in paradise where health is happiness”. They’ve pretty much nailed it.
Find Jennifer on Instagram here and check out the website to find a Pura Vida near you.
What is your secret to living a high-vibrancy life?
I genuinely love what I do and feel very grateful that I can say that! Creating a life and working environment that fosters love, creativity, and community is all part of the secret sauce.
Who is a woo-woo working woman that you admire and why?
Dina Goldentayer is one of the biggest real estate brokers in Miami Beach. She curates the best social videos for her listings and generates record-breaking sales. One time she even used a helicopter to arrive at her listing. Also, my best friend, Natalie Zagury Scott is a real estate attorney and mother of two kids. She’s constantly networking and growing her business.
How do you balance work, wellness, and spirituality?
Every morning, I begin with 3DB (three deep breaths) and gratitude before starting my day. Following my cup of coffee, I dive into a workout before the kids wake up. If I’m having a tired morning, I make time in the afternoon for a walk. Staying active is essential for a healthy and happy life.
Scheduling is key. I have a Google calendar that I map out and update each week. Planning meals out for the week ahead is also very helpful.
Was there any one significant event that moved you onto the path of becoming the woman you are today?
Opening my own business as I have always worked hard but this was a different level of hard work. This had me constantly thinking about how to improve, get better, and be the best. I’ve always been a perfectionist so this allowed me to really channel that energy into my work.
Due to this, my husband Omer and I, along with our team, have created a premier lifestyle brand with Pura Vida. We are excited to carry forward our commitment to serving health-conscious cuisine throughout South Florida and beyond as we are looking to double in size by the end of 2024. While Pura Vida is popularly known as an all-day cafe, we are also thrilled about expanding our brand's presence into the realms of sports and fitness.
What would your advice be to women struggling to figure out and bring their own dreams and businesses into reality?
One of the biggest business challenges is decision fatigue. You have to be able to make decisions quickly and take action. There is so much power in making meaningful decisions.
Also, make sure you surround yourself with winners. Your inner circle has so much impact on your life so if you're not happy with the things they are doing it’s time to find a new circle.
Are there any skills or behaviors you wish you’d developed or learned earlier that are essential to your success now?
One of the most valuable skills I wish I had five years ago is the '5 Second Rule,' inspired by a book I read by Mel Robbins - 5, 4, 3, 2, 1, decide. It’s the quick action and decisiveness I wish I had early on but is absolutely essential to all aspects of my life.
How do you handle new projects or initiatives that you haven’t had experience handling before?
Reaching out to contacts that are experienced in that area is a great resource. Grabbing coffee with a friend or just a simple phone call to catch up and ask for some advice in their field is a great way to give you an extra confidence boost. Podcasts and Google are also some of my best resources.
What are the morning and evening routines or rituals that help you stay focused and grounded?
Dedicating time for my kids and family is most important. My toddler's energy and laugh fill me up more than anything in the world. They are my why and the reason I want to be a little bit better every single day. I want to set an example for my kids to work hard, be a kind person, and never give up on your dreams.
Go to products and practitioners for beauty, health, spirituality, and wellness.
Quarterly facials are key and I love GeeBeauty. I also love my Dermatologist for quarterly botox. Meditation is something I practice on my own. Cold plunges are very encouraged by my husband’s daily routine. For fuel, I swear by Pura Vida for my daily meals. My personal go-to’s are the immune boost shot, iced oat milk matcha latte, and chicken plate. I also love cooking so If I’m not enjoying Pura Vida, I’m cooking at home with a piece of halibut and fresh salad for dinner.
Favorite books and podcasts?
The Universe Has Your Back, Gabrielle Bernstein
5 Second Rule, Mel Robbins
Atomic Habits, James Clear
Lean In, Nell Scovell, and Sheryl Sandberg
Pour Your Heart into It, Howard Schultz
What is the greatest gift you can give yourself?
Unconditional Love. Loving yourself is so important. The journey that got you here is all part of your story and learning to love all your “chapters” of life is really beautiful.
Personal Mantra
Another Day in Paradise
Advice to the Woo🖤Woo Working Women out there figuring out how to live their best high-vibrancy life?
Listen to that inner voice. Your intuition is always guiding you if you’re open and willing to listen.
