Affiliates of CriticalPoint Acquire Pura Vida Bracelets from Vera Bradley, Inc.

Ryan Heuser, Co-Founder and Former President of Paul Frank Industries, Is Pura Vida's New CEO

LOS ANGELES, June 24, 2025 /PRNewswire/ -- Affiliates of CriticalPoint announced today the acquisition of consumer wearables brand Pura Vida© Bracelets ("Pura Vida") from Vera Bradley, Inc. (NASDAQ: VRA). Under CriticalPoint's ownership and operational expertise, Ryan Heuser, co-founder and former president of Paul Frank Industries ("Paul Frank"), has joined Pura Vida as the company's new chief executive officer, effective immediately.  

Founded in 2010 in La Jolla, Calif., Pura Vida began as a digitally native jewelry and lifestyle accessories brand, selling hand-crafted bracelets and jewelry made by artisans from Costa Rica. Its high-quality, on-trend products and donations to 300+ mental health, disaster relief, and environmental nonprofits quickly built a loyal following on social media with younger, female consumers. Pura Vida was repeatedly named to the Inc. 5000 list of fastest-growing private companies, and in 2019, the company was acquired by Vera Bradley, Inc., a maker of high-end handbags and accessories.

"At CriticalPoint, we were actively seeking a high-potential consumer brand where our operational expertise could accelerate growth— and we saw that in Pura Vida," said Brad Holtmeier, partner at CriticalPoint. "The brand has an incredibly passionate customer base, a compelling product line, and a purpose-driven mission that deeply resonates with the next generation of consumers. We're equally excited to welcome Ryan Heuser as CEO. His entrepreneurial track record, combined with his instinct for design, storytelling, and brand building, makes him the ideal leader to unlock Pura Vida's full potential."

Ryan Heuser, co-founder and former President of Paul Frank, brings nearly three decades of fashion industry experience to his new role at Pura Vida. Known for his ability to build iconic lifestyle brands, Heuser began his career in public relations at Mossimo Inc. before launching Paul Frank in 1997 from his garage in Huntington Beach, Calif. Under his leadership, the brand grew into a global phenomenon—spanning licensed products, apparel, accessories, and a retail footprint of 30 "Paul Frank Store" locations worldwide. At its peak, the brand was distributed in over 60 countries through retailers ranging from Nordstrom to Target. Paul Frank was acquired by billionaire Haim Saban.

"I'm excited to help reignite Pura Vida's creative and entrepreneurial spirit," said Heuser. "The brand's story mirrors my own—humble beginnings, a passion for design, and a deep commitment to brand-building. There's tremendous potential to shape its next chapter while staying true to its roots that made it so beloved."

Terms of the deal were not disclosed.

About CriticalPoint
Founded in 2012 and based in El Segundo, Calif., CriticalPoint's Private Capital team is comprised of experienced, nimble decisionmakers. CriticalPoint makes swift, strategic investments in non-core businesses that may not be a fit for their current owners but show potential to deliver value in the future. Corporate sellers can turn to CriticalPoint as a deal-making solution that is well-prepared to handle even the most complex situations. For more information, please visit criticalpoint.com/services/invest.

About Pura Vida Bracelets  
Founded in 2010, Pura Vida Bracelets resonates with consumers everywhere with a colorful, surf-inspired aesthetic that distinguishes its stackable jewelry, accessories, and apparel. Its highly engaged social community of 3 million+ followers connects deeply with the brand's mission of giving back and doing good. Pura Vida is headquartered in La Jolla, Calif. Visit the website at puravidabracelets.com. Follow the brand @puravida on TikTok or Instagram. Pura Vida was acquired by Vera Bradley, Inc. in July 2019. 

About Vera Bradley, Inc.
Vera Bradley began as an instinct. An instinct fueled by the optimism, passion, and bold self-expression of the founders, who imagined a more colorful, beautiful world — specifically a more beautiful world of bags and travel accessories. They listened to themselves and invited generations of women to listen to be their own muses. That, together with a passion for design, artistry, and craft, has inspired independent women everywhere to embrace their very personal and unique individual styles. Visit the website at verabradley.com.

SOURCE CriticalPoint