PURA VIDA MIAMI OPENS 50th LOCATION, CONTINUES TO SCALE AS A NATIONAL LIFESTYLE BRAND

SHORT HILLS, NJ – April 16, 2026 – Pura Vida Miami, the all-day café and lifestyle brand, today announced the opening of its 50th location—marking a major milestone in its growth from a single neighborhood café into a national lifestyle brand. The new outpost represents Pura Vida Miami’s first location in New Jersey, at The Mall at Short Hills in Millburn Township, introducing the brand to its fifth state as it continues its strategic expansion.

Founded in Miami in 2012 by husband-and-wife team Omer and Jennifer Horev, Pura Vida Miami has scaled in recent years, expanding into some of the country’s most competitive markets while continuing to provide accessible, high-quality offerings and an elevated dining experience. The opening of its 50th location underscores both the brand’s cultural resonance and its ability to grow with intention. 

“Reaching 50 locations is a meaningful milestone for us, but more importantly, it reflects how people want to eat and connect today,” said Omer Horev, Co-Founder and CEO of Pura Vida Miami. “We’ve built Pura Vida Miami around the idea that everyday dining can feel intentional and welcoming, bringing together quality ingredients, thoughtful design, and a sense of community. As we continue to expand, we remain focused on growing with purpose and becoming part of people’s daily lives in each new market we serve.”

Following its successful expansion into New York City in 2024, Pura Vida Miami’s entrance into New Jersey marks the next phase of its Northeast growth strategy and will be followed by planned expansion in additional markets to further its mission of providing delicious food that caters to the diverse dietary and lifestyle needs of its customers. The Mall at Short Hills location spans over 3,500 square feet and brings Pura Vida Miami’s signature coastal-inspired design to the Garden State. Clean, airy interiors layered with natural textures, warm wood tones, and lush greenery create a welcoming, design-forward environment within one of New Jersey’s premier retail destinations.

At its core, Pura Vida Miami is grounded in an ingredient-driven philosophy centered on thoughtful preparation and high-quality sourcing. The menu is prepared without the use of seed oils and emphasizes fresh, seasonal ingredients, whole grains, and premium proteins. Offerings include signature avocado toasts, pasture-raised egg dishes, customizable salads, wraps, and bowls, as well as artisanal coffee, matcha, cold-pressed juices, smoothies, açaí bowls, and fresh-baked goods. The menu is designed to appeal to a broad range of dining preferences, from vegan and gluten-friendly to more indulgent options.

Pura Vida Miami Short Hills is now open at 1200 Morris Turnpike, Unit B270, Short Hills, NJ. The new location welcomes guests Monday–Saturday from 8AM–8PM and Sunday from 8AM–6PM. Delivery and pick-up are available through the Pura Vida Miami app. For more information, please visit puravidamiami.com.

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ABOUT PURA VIDA MIAMI:

Founded in 2012 by husband-and-wife team Omer and Jennifer Horev, Pura Vida Miami is an all-day café and lifestyle brand with a growing national footprint. With 50 locations across Florida, New York, California, Maryland, and New Jersey, the brand has grown from a single Miami Beach café into a multi-state lifestyle concept built around quality sourcing, thoughtful preparation, and a strong sense of community. The menu spans avocado toasts and pasture-raised egg dishes to chef-driven salads, wraps, bowls, cold-pressed juices, smoothies, açaí bowls, and fresh-baked goods, all made with real ingredients and thoughtful preparation. For more information, visit puravidamiami.com and follow @PuraVidaMiami on Instagram and TikTok.

Media

Pura Vida Miami
press@puravidamiami.com