Pura Vida Wellness Cafe to Open First Boston-Area Location in Harvard Square

Pura Vida, the popular all-day wellness cafe founded in Miami Beach, has received approval for a 4,100-square-foot space at 95 Mount Auburn Street in Harvard Square, marking the company’s first location in the Boston area and its New England debut, according to reporting by Boston Uncovered.

The fast-casual wellness brand was established in 2012 by husband-and-wife team Omer and Jennifer Horev in the South of Fifth neighborhood of Miami Beach. Since its founding, the chain has expanded significantly, operating more than 37 locations across Florida, 10 in New York and New Jersey, three in California, and two in the Washington, D.C. area, alongside existing operations in New York, according to Boston Uncovered.

Menu Offerings and Harvard Square Space Details

The newly approved Harvard Square cafe will feature seating capacity for 88 guests inside, with additional plans for seasonal al fresco dining outfitted with Pura Vida’s signature ice blue tasseled umbrellas, according to Boston Uncovered. An official opening date has not yet been announced for the Mount Auburn Street site.

Operating as an all-day cafe, the establishment will serve breakfast, lunch, and dinner, focusing on healthy food and beverage options under the company tagline “welcome to another day in paradise where health is happiness,” as reported by Boston Uncovered. The menu includes fresh bowls, signature salads, fresh-pressed juices, wraps, and sweet treats.

Patrons can expect tropical-inspired items such as hydrating acai bowls, ahi tuna salads, blue spirulina lattes, and beet-stained milks. The brand emphasizes fresh, colorful ingredients designed to provide nutritious dining alternatives for guests visiting throughout the day.

Broader Regional Expansion Plans

While the brand has established a presence in New York and other select markets, the Mount Auburn Street lease introduces the concept to the New England market for the first time. According to Boston Uncovered, additional Boston-area locations are expected to follow the initial Harvard Square opening as the company scales its footprint across Massachusetts.