Pura Vida to open a second Palm Beach County location – in Royal Palm Beach

Pura Vida is a family business, owned and operated by Omer and Jennifer Horev. [Provided by Pura Vida]

One of my favorite restaurants from downtown West Palm Beach is coming to our area.

Pura Vida opens its second Palm Beach County location from 7 a.m. to 4 p.m. June 2 at 440 S. State Road 7, #200, Royal Palm Beach, next to Aspen Dental and in front of ShopSmart, the former Toys“R”Us, the restaurant’s owners announced in a news release.

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“We are thrilled to be bringing our slice of tropical paradise to Wellington,” said Omer Horev, CEO and founder of Pura Vida. “It’s the perfect place to continue expanding our footprint in Palm Beach County and also gives us the opportunity to serve and connect with its neighboring communities of Royal Palm Beach, Greenacres and Loxahatchee Groves among others. Wellington and its surrounding neighborhoods are the ideal family-friendly communities we wish to immerse ourselves into.”

Pura Vida’s food is healthy, fresh — and yes, really, really yummy. [Provided by Pura Vida]

The store’s regular hours will be 7 a.m. to 9 p.m. daily, with delivery and pickup available through the Pura Vida app.

The new Royal Palm Beach location — right on the border with Wellington — is 3,100 square feet with indoor and outdoor seating. All Pura Vida restaurants are designed to be photographed. Really. Even in the news release, it’s described as “the brand’s signature Instagrammable aesthetic.”

And it’s true. The setting and the food are beautifully, thoughtfully designed. The dining area is light, airy and bright, with greens and a pop of color from light blue umbrellas with white fringe. Everything has a tropical, beachside feel, inspired by the restaurant’s first location.

Horev opened Pura Vida in Miami Beach in 2012. Since then, he and his wife and business partner Jennifer have expanded the company to 15 locations — which will be 16, when Royal Palm Beach opens. That includes the other Palm Beach County restaurant in The Square in downtown West Palm, which opened in December of 2020 at 460 S. Rosemary Ave.

Pura Vida specializes in fresh, healthy meals. Their includes all-day breakfast of avocado toasts, egg sandwiches — my favorite — and fresh bagels. The restaurant also has a lineup of salads, wraps, sandwiches, bowls, treats and a kids’ menu that features items like grilled cheese and acai bowls, made kid-friendly.

The aptly named Perfect Egg Sandwich from Pura Vida. [Provided by Pura Vida]

The restaurant also sells cold-pressed juices and shots, smoothies, kombucha, coffees and teas.

“We’re really looking forward to tapping into this new market and having the opportunity to create something unique for the Wellington area,” said Jennifer Horev, chief brand officer for Pura Vida. “I lived in Wellington for a brief period, so this opening holds special meaning to me and feels like a homecoming. Wellington is an exceptional place with people from all over the world, and the equestrian season attracts some of the most vibrant people. I’m really excited to share our brand with both visitors and residents, and bring a touch of Miami’s tropical vibe to the area.”

The Horevs put an emphasis on community partnerships, working with local organizations on beach cleanups. They also work with local groups to develop and maintain sustainable business practices including composting food waste and donating soil back to local Miami farmers.

The Pura Vida app, available for Apple and Android smartphones, offers benefits like scheduled pickup or delivery, exclusive offers and a loyalty points program that could earn you free coffee, food or a $50 reward.


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