Thanks to winning recipes, chic design and a new outpost at Rosemary Square, Pura Vida is fast becoming Palm Beach’s new go-to hot spot for healthy cuisine.
The living room vibe of their latest restaurant location at Rosemary Square in West Palm Beacb
With lines out the door at each of their locations in Miami (Edgewater, the Design District, Coral Gables and South Beach), Pura Vida has an enviable foodie following. Now, owners Omer and Jennifer Horev are bringing those healthy flavors north with a fifth restaurant at Rosemary Square in West Palm Beach featuring the same superior menu and design charm for miles.
Pura Vida started out as a quaint little cafe in South Beach in 2012. Now you have a fifth location here in Palm Beach and plans for more. Did you ever think it would become such a hot brand? OH: At first, no. It was just a side passion project for me, but then I met Jen and she convinced me to quit my real estate career and helped me define the brand and create something special. We knew we were onto something when we kept getting asked to open locations in cities all over the world, but we wanted to grow organically.
What makes this West Palm Beach location special? JH: This is our first one outside of Miami-Dade, and we extended our indoor-outdoor feel by installing a NanaWall. I also incorporated more of a pink, feminine vibe into the decor as I’m due with our first child, a baby girl, in the spring.
It looks more like a living room in a house than a cafe. OH: That’s because we want all our spaces to feel like an extension of home.
Pura Vida owners Jennifer and Omer Horev
How did you come to choose Rosemary Square? OH: We believe in the redevelopment of Rosemary Square. The Related Group has created something really special there. I have a very close relationship with the ownership and our vision is aligned.
Are there any menu items that are exclusive to this location? JH: No, we like our menu to be available at all locations. However, we might consider launching something seasonal and specific to West Palm Beach in the near future.
Can we expect additions to the menu ahead? JH: Yes. We are launching a completely new line of pastries and baked goods, which will include sugarfree and gluten-free options. Our new vegan chocolate chip cookies are going to make headlines!
What are your personal favorites? OH: Hard to pick just one. My go-to lunch item is the Jen herb salad with ahi tuna. JH: For me, it depends on the day, but my current favorites for breakfast are the Fire egg wrap in a bowl or the avocado smash on sourdough. If I’m in the mood for something sweet, I love our signature açai bowl.
2021 is shaping up to be a busy year for you two in terms of new locations. What can you tell us about them? OH: This will definitely be our biggest year yet, and we have been looking forward to opening in these new markets. Between spring and summer, we will be opening new venues in Aventura, Fort Lauderdale and Bay Harbor.
How do you find time for it all? JH: We adapt. We are just getting started. This is only the beginning. We are busy, but that’s what we love about the Pura Vida lifestyle we’ve built. 460 S. Rosemary Ave., Ste. 186, West Palm Beach, 305.535.4142, puravidamiami.com
Photography by: Courtesy of Pura Vida