ERIKO BAILEY , VICE PRESIDENT , SUPPLY CHAIN AT PURA VIDA BRACELETS , DISCUSSES HOW AN ETHICAL APPROACH TO THE SUPPLY CHAIN DEFINES THE BRAND
PURA VIDA BRACELETS
ERIKO BAILEY , VICE PRESIDENT , SUPPLY CHAIN AT PURA VIDA BRACELETS , DISCUSSES HOW AN ETHICAL APPROACH TO THE SUPPLY CHAIN DEFINES THE BRAND
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P ura Vida Bracelets was founded by Griffin Thall and Paul Goodman after a trip to Costa Rica and an encounter with two artisan bracelet makers by the name of Jorge and Joaquin . After originally requesting 400 bracelets to take back to San Diego , 10 years later the company is now worth over $ 100mn dollars . As Eriko Bailey , Vice President , Supply Chain , explains , the artisanal connection has not been lost along the way . “ Our artisans have been able to scale with the brand and , today , Jorge and Joaquin are the sole owners of the manufacturer that produces 75 % of the products which we offer to the marketplace .”
That connection is an important part of the company ’ s identity and attracts the demographic with which it is most successful . “ Where we really hit it off is with that millennial , Gen Z core customer ,” she explains . “ Being socially and charitably conscious is the life vein of the brand . We ’ ve also been able to highlight that through things like Instagram and Facebook where we use the social media aspect to really showcase Pura Vida as a lifestyle brand outside of just being a product .” In pursuit of this
MARCH 2020