How Pura Vida Bracelets Tests Brand Voice and Strategy in the SMS Channel—Delivering 15x ROI

Pura Vida bracelet stack


Overall program ROI


Subscriber growth (9 months)

Learn how Pura Vida Bracelets uses tools such as A/B testing their tone, to build an effective communication strategy for its SMS channel.


Founded in Costa Rica, Pura Vida Bracelets provides sustainable jobs to artisans worldwide and raises awareness for charities with products that give back. Every Pura Vida product is carefully handcrafted, with a dedication to the “pura vida” way of life, as demonstrated in the seemingly endless color combinations and innovative styles. Over the last few years, the brand has partnered with more than 175 charities around the world to donate nearly $2.2 million to causes its audience cares about.


Pura Vida’s audience—primarily Gen Z and Millennials—values authenticity from the brands they support. So, Pura Vida needed to ensure a consistent and authentic voice across all communication channels—from email and social media to text messaging.


Pura Vida’s brand voice across email, its website, and social media informs the strategy for its text messaging channel. The brand ensures its text messaging content continues to build a culture for its brand by communicating about new products, sales, and the causes it helps support.


Pura Vida Bracelets uses A/B testing from Attentive to understand what types of offers and discounts resonate best with its subscribers. The brand also tests the tone of its text messages—whether it’s conveying excitement or posing a question; or ending with a call to action like “Shop Now” vs. not including a call to action at all.

Pura Vida also uses its text messaging channel to communicate with subscribers about the many different causes it helps support. “Subscribers want to hear about your community and how you thrive within it,” said Griffin Thall, CEO & Co-Founder of Pura Vida Bracelets. “Include messages in your program that highlight your culture and what you stand for.”

For example, Pura Vida Bracelets has launched bracelets around Stand Up to Cancer, Wildlife, and Feeding America, to name a few, with a certain percentage of proceeds going to each respective charity or foundation. For Feeding America, the brand pledged to donate $1 from every order in April—with a goal of $200,000, or 2 million meals. Pura Vida extended this mission to all communication channels, including text messaging, to maintain its authentic brand voice and spread the word about the initiative.

Having a consistent brand voice matters and you should communicate using that voice to increase engagement—even in a text message. Test every aspect of your tone to fine tune it and understand what resonates with your subscribers. "OMG" may work for Pura Vida Bracelets—identify your brand's "OMG."

- Griffin Thall, CEO & Co-Founder, Pura Vida Bracelets


Overall, Pura Vida Bracelets has driven 15x ROI through its text messaging channel. The brand was able to quickly grow a list of subscribers by 411% over 9 months using Attentive’s various list growth tools, allowing Pura Vida Bracelets to instantly communicate with its shoppers. The brand has also been able to take away learnings from its A/B tests. For example, by testing the inclusion of a CTA vs. No CTA, the brand found the results were almost the same, allowing it to simplify its text message copy.

And, for Pura Vida Bracelets’s Feeding America initiative across all communication channels, the brand was able to meet its goal of $200,000 donated, providing 2 million meals to those in need. “If you have philanthropic causes or unique brand culture stories, tell your shoppers. They genuinely want to hear about it and participate in it, knowing their purchases are making a difference,” said Thall.

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