Pura Vida – March 2020

ARTISANAL SUPPLY CHAINS lobal network

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s an international parcel, freight and ompany who partners with the world’s rs. Our size and tremendous volumes press shipping specialists to provide s unrivaled shipping solutions at some est prices anywhere.

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PURA VIDA BRACELETS

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ARTISANAL SUPPLY CHAINS

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w w w.puravi da bra c e l e ts . com

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

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 com04

pany 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

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PURA VIDA BRACELETS

“ BEING SOCIALLY AND CHARITABLY CONSCIOUS IS THE LIFE VEIN OF THE BRAND” — Eriko Bailey, Vice President, Supply Chain, Pura Vida 06

and alongside supporting artisans, Pura Vida partners with select charities. “We’re creating products that an end consumer can purchase and know that a portion of that dollar amount is given to charity. As a brand, our biggest focuses right now are mental health issues, animals and anything that has to do with the environment. Those are the three key things that our customers are demanding.”

Of course, a focus on sustainability runs far deeper than just burnishing the company’s reputation. As Pura

Pura Vida — Live Free CLICK TO WATCH

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07 Vida expands the product categories in which it is active, it is ensuring that an ethical approach is built into its operations, and the operations of those with which it works. “We try to stay as authentic as possible to the artisan and charitable messaging that we have,” Bailey explains, “whether that be working with manufacturers that are Fairtrade certified, finding the cotton farmers that are working in organic fields, all the way through to the mills that are producing the fabrics that we’re going to be using.” Bailey has had a personal hand in ensuring w w w.puravi da bra c e l e ts . com

PURA VIDA BRACELETS

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that such intentions are translated into

artisan means, but in essence anything

reality. “I’ve been spearheading our

that’s being made with two hands is

overall sustainability initiative. It started

artisanal. The biggest thing is focus-

with social compliance auditing of the

ing on transparency within all of our

factories of our vendors and manufac-

artisans and vendors. We work with

turing partners, then getting them up

them with regards to capacity planning

to a baseline; ensuring that fair wages

and what our demands are going to

are being extended to individuals at the

be. That helps them to scale up as the

ground level, that these facilities are at

business continues to grow.” In many

code, and that there’s a safe working

other ways, however, dealing with

environment overall.”

artisans is not so different from con-

The reliance on artisanal products

ventional mass production. “Just like

does present its own problems.

regular manufacturing, communication

“Everybody has this idea of what

and transparency are the two biggest

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E XE CU T I VE PRO FI LE

Eriko Bailey Eriko Bailey is Pura Vida Bracelets’ Vice President, Supply Chain. An innovative supply chain leader, she has proven success in transforming both forward and reverse supply chain operations to Best-in-Class, while reducing expense and improving customer satisfaction. With over 10 years of supply chain experience, Eriko also possesses a BS in Retail Management / Marketing and a Minor in Entrepreneurial and Emerging Enterprises from Syracuse University and a Professional Designation AA focused in Merchandise Product Development from Fashion Institute of Design & Merchandising. w w w.puravi da bra c e l e ts . com

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things that help production overall,” Bailey says. “You have to provide foresight on those annual plans you are looking to produce and also work with the teams that you have in terms of where they are today and where you need them to get to in six months, or a year from now. That visibility and transparency ignites the possibilities and the production capabilities of any manufacturer, whether they’re artisans or mass producers.”

Culture is another important consideration. “Culture’s a big thing for our

“ CREATIVITY AND COLLABORATION ARE THE TWO BIGGEST COMPONENTS TO OUR CULTURE OVERALL” — Eriko Bailey, Vice President, Supply Chain, Pura Vida w w w.puravi da bra c e l e ts . com

PURA VIDA BRACELETS

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2010

Year founded

$108mn Revenue in US dollars

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Number of employees communities, but also in the supply chain as well. This is made up of the people that are working for our brand: the individuals in the team. But then it’s also the wider supply chain. They’re an extension of our team - they may not have Pura Vida in the name, but they are still a part of us.” To a certain extent, that culture has been guided by the relative youth of its workforce.

“Within the department specifically, and in the wider team as well as our vendor partners, creativity and collaboration are the two biggest components to our overall culture. I think the beauty of w w w.puravi da bra c e l e ts . com

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PURA VIDA BRACELETS

“ VISIBILITY AND TRANSPARENCY IGNITES THE POSSIBILITIES AND THE PRODUCTION CAPABILITIES OF ANY MANUFACTURER, WHETHER THEY’RE ARTISANS OR MASS PRODUCERS” 14

— Eriko Bailey, Vice President, Supply Chain, Pura Vida working with a company that is very

says. “Now that we’re growing into

young from an employee standpoint -

these additional categories we need

probably 85% millennial to Gen Z - is

to bring all of our vendors into one

the thought process of: ‘I’m going to

centralised database of information.

take this process, but I’m also going

Being able to have a partner plug

to try to improve it.’”

into a software program that can

Processes are also being improved

then provide information in real time

by technological means. “We’re

means we don’t have to wait a full

bringing in a product lifecycle man-

day for the information to come back.”

agement (PLM) system this year from

Pura Vida also relies on partners for

Visual Next, which is going to help

distribution, with different third-party

centralise our design and develop-

logistics (3PL) firms in domestic and

ment processes overall,” Bailey

international markets.

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Those international markets are just

first branded Pura Vida retail store,

one of many focuses for this rapidly

opening in May 2020, with more on

growing business. “We’ve just opened

our radar,” Bailey explains. “We’re fir-

a fulfillment center in Canada to help

ing on all cylinders to ensure that we

facilitate that growth as well as in

have a footprint on multiple levels so

Hong Kong for the APAC region over-

that the customer can really experi-

all,” says Bailey. “We’re very excited

ence the Pura Vida brand.”

about our international growth.”

Traditionally both a direct to consumer and B2B brand, Pura Vida is bolstering those relationships while also exploring new methods of reaching customers. “We’re embarking on our w w w.puravi da bra c e l e ts . com

Pura Vida Bracelets 7979 Ivanhoe Ave Suite 400 La Jolla California 92037 www.puravidabracelets.com