Pura Vida Miami—the Miami-birthed wellness cafe concept from Omer and Jennifer Horev—will be opening its first Long Beach location.
Taking over the former Noble Rotisserie space along 2nd & PCH’s Marina Drive-facing facade, it will mark the brand’s fourth dive into the Golden State. The Long Beach space follows locations in Malibu, Beverly Hills, and, just earlier this year, Costa Mesa.
“We’re so happy to welcome Pura Vida to the neighborhood,” said Noble Rotisserie owner Sidney Price. “That space meant a lot to us, and it’s exciting to see it come to life with new energy—their buildouts are dreamy. We’re still right here at 2nd & PCH—new space, same Noble—and still keeping things fresh our way, just steps away. We’re genuinely pumped for both of us and what this adds to the neighborhood.”
Pura Vida Miami was opened by Omer with a straightforward goal: build the kind of place he felt was missing around him. At the time, Omer was working in real estate, but he saw an opportunity. People wanted coffee. Light breakfast. Juices. Just healthier options—and in spaces that felt comfortable enough to return to daily, not just occasionally.
So what is Pura Vida Miami?
The original shop arrived before Miami’s now-familiar wave of wellness cafés fully took hold. Its menu leaned into things that have since become common and, for the SoCal landscape, are anything but foreign: Smoothies. Grain bowls. Avocado toast. Salads. Wraps. But, of course, putting those foods in a setting that didn’t feel insanely fast-casual. It wasn’t trying to be excessively formal, nor was it built like a typical juice bar. The appeal came from making healthy food feel ordinary enough to fold into daily life.
A major growth phase came when Jennifer Horev joined the business and helped formalize the company’s expansion strategy. Together they transformed Pura Vida from a neighborhood café into a scalable hospitality concept, growing across Florida and later into other major markets while preserving a consistent visual identity and customer experience.
As the business expanded, that consistency became one of its most appealing characteristics for patrons. Locations stayed visually similar: light wood, pale colors, open interiors, plenty of daylight. The food stayed recognizable too—breakfast all day, coffee, salads, sandwiches, juices—served in a way that made the experience predictable without feeling mechanical.
Pura Vida Miami will be located at 6460 Pacific Coast Hwy in Suite 125 in the 2nd & PCH retail complex along its Marine Drive facade.
