About this Business
From Our Editors
When the trio of Jenna Harvey, Ryan Woods, and Steffen Haro graduated from UC Davis, they decided to create their own jobs. "It's not in our character to throw up our hands and say, 'Well, we tried,'" Harvey says as she remembers doggedly planning a 400-square-foot shaved-ice shack with Woods and Haro. Their dream quickly evolved into a shop nearly five times as large, complete with an espresso bar, a kettle-corn popper, and a drive-thru window. Named Pura Vida for the Costa Rican phrase that captivated Harvey during a charitable trip in 2007—"Though it translates as 'pure life,' locals said they use it as 'live pure,' and we liked what it stood for"—the affable staff douses fluffy curls of ice with sweet fruits, puckery sours, and an array of sugar-free flavors accented with marshmallow topping or ice cream in the middle. Hot and iced coffees, which Pura Vida hopes to someday source directly from Costa Rica, enliven palates in between bites of kettle corn, which pop from whole-grain kernels. As soft music floats through the red-walled storefront, free WiFi ricochets across the hand-built bamboo counter and onto patio tables perched beneath a shady pitched awning.