Pura Vida

Pura Vida is owned by Vera Bradley.

Our “Planet” rating evaluates brands based on the environmental policies in their supply chains, from carbon emissions and wastewater to business models and product circularity. Here we rate Pura Vida “Not Good Enough”. These are a few factors influencing its score:

• There’s no evidence it uses any lower-impact materials.
• There’s no evidence it minimises waste in its supply chain.
• There’s no evidence it’s taking actions to protect biodiversity in its supply chain.
• It’s eliminated some hazardous chemicals but has not made a commitment to eliminate all hazardous chemicals in manufacturing.

Workers’ rights are central to our “People” rating, which assess brands’ policies and practices on everything from child labour to living wages and gender equality. Here we rate Pura Vida “Not Good Enough”. These are a few factors influencing its score:

• It sources its final stage of production from countries with extreme risk of labour abuse.
• There’s no evidence it provides financial security to its suppliers, which can result in poor working conditions and wages.
• The brand claims to audit some of its supply chain but doesn’t specify what percentage.
• Its Code of Conduct covers ILO Four Fundamental Freedoms principles.
• During the height of the COVID-19 pandemic, it did not disclose adequate policies or safeguards to protect workers in its supply chain from the virus.

Brands’ animal welfare policies and, where applicable, how well they trace their animal-derived products are the focus of our “Animals” rating. Since Pura Vida makes products that are generally free of animal-derived materials other than pearls, we’ve not rated its impact on animals. Its overall rating is based on its combined environment and labour scores.

Based on all publicly available information we’ve reviewed, we rate Pura Vida “Not Good Enough” overall.