With a growing product range—including bracelets, rings, necklaces, and customizable charms—Pura Vida’s existing website didn’t fully reflect the brand’s new direction. The shopping experience lacked modern UX standards, didn’t showcase the vibrancy of the refreshed brand, and made it difficult for customers to customize or navigate the product offering with ease.

Our challenge was to reimagine the full path to purchase while aligning closely with the in-house creative team’s vision for a more dynamic, youth-driven brand.

We approached the project with a focus on balance: how do we amplify brand personality while simplifying the user journey?

Working closely with Pura Vida’s in-house brand and design teams, we refreshed the look and feel to be brighter, cleaner, and more modular—supporting ongoing marketing flexibility and user-friendly navigation.

Interactive customization tools were built into bracelet and charm collections to engage customers and improve AOV. We also optimized key PDP elements—such as quantity selection, variant logic, and cross-sells—to support conversion, even with more complex product structures.

The navigation was fully reimagined to support both first-time and returning customers, with thoughtful entry points for themed collections and product discovery journeys.

Within three months of launch, Pura Vida saw measurable improvements in site engagement and sales performance:

• +14% increase in average order value (AOV)
• Enhanced product discoverability across color collections and customizable bundles
• Reduced friction across mobile and desktop conversion flows
• Stronger brand alignment with younger, digitally native customers

The new experience positioned Pura Vida to grow its direct-to-consumer business with a scalable, flexible, and visually rich platform on Shopify 2.0.