CriticalPoint’s Private Capital has acquired Pura Vida Bracelets from Vera Bradley, Inc. and appointed Ryan Heuser, co-founder and former president of Paul Frank Industries, as the brand’s new CEO, effective immediately.
Founded in 2010 in La Jolla, CA, Pura Vida began as a digitally native jewelry and lifestyle accessories brand, selling hand-crafted bracelets and jewelry made by artisans from Costa Rica. It has a devoted customer base among Millenials and Gen Z heavily influenced by its brand ambassador program.
In 2019, Vera Bradley acquired Pura Vida.
“At CriticalPoint, we were actively seeking a high-potential consumer brand where our operational expertise could accelerate growth, and we saw that in Pura Vida,” said Brad Holtmeier, partner at CriticalPoint. “The brand has an incredibly passionate customer base, a compelling product line and a purpose-driven mission that deeply resonates with the next generation of consumers. We’re equally excited to welcome Ryan Heuser as CEO. His entrepreneurial track record, combined with his instinct for design, storytelling, and brand building, makes him the ideal leader to unlock Pura Vida’s full potential.”
Heuser brings nearly three decades of experience in the fashion industry to his new role at Pura Vida. Heuser began his career in public relations at Mossimo, Inc. before launching Paul Frank in 1997 from his garage in Huntington Beach, CA. At its peak, the brand was distributed in over 60 countries through retailers ranging from Nordstrom to Target. Heuser left Paul Frank in 2013 after the brand was acquired by billionaire Haim Saban.
“I’m excited to help reignite Pura Vida’s creative and entrepreneurial spirit,” said Heuser. “The brand’s story mirrors my own—humble beginnings, a passion for design, and a deep commitment to brand-building. There’s tremendous potential to shape its next chapter while staying true to its roots that made it so beloved.”
Terms of the deal were not disclosed.
Images courtesy Pura Vida/Ryan Heuser
