News

BOSTON, MA – November 9, 2026

Wellness brand joins a growing roster of distinctive tenants fueling Harvard Square’s retail renaissance 

An affiliate of The Bulfinch Companies, Inc. (Bulfinch), a commercial real estate, management and investment firm, has announced PURA VIDA MIAMI, the lifestyle-driven wellness cafe brand known for its elevated all-day dining experience, opened its first Massachusetts and New England location at 95 Mount Auburn Street in Harvard Square on November 5th.

The opening marks a significant milestone for Pura Vida Miami as it establishes a presence in the Northeast for the first time, choosing Harvard Square, one of Greater Boston’s most iconic and culturally rich neighborhoods — to plant its roots.

Founded in Miami in 2012 by husband-and-wife team Omer and Jennifer Horev, Pura Vida Miami has grown from a single neighborhood café into a national lifestyle brand, with locations across several major U.S. markets. Known for its all-day café concept, ingredient-driven menu, and thoughtfully designed spaces, the brand brings together food, wellness, and community.

“Massachusetts has been an exciting market for us to explore, and we couldn’t imagine a better introduction to the state than Harvard Square,” said Omer Horev, Co-Founder and CEO of Pura Vida. “Pura Vida was created to be more than just a place to eat. We believe that our cafes become part of the communities they serve, and Harvard Square is such a dynamic neighborhood with an incredible mix of students, families, professionals and visitors. We’re excited to bring our Miami-born lifestyle and hospitality to Cambridge and introduce Pura Vida to a new community.”

At 95 Mount Auburn Street, Pura Vida Miami occupies the entire ground floor, with strong street visibility and generous frontage along Mount Auburn Street. Pura Vida Miami’s arrival adds to a wave of momentum reshaping Harvard Square. Recent and upcoming additions include About Thyme, the neighborhood’s first Lebanese bakery in decades; New York’s 7th Street Burger; and Covet Consignment, which chose Harvard Square for its first location outside of Boston. That energy is also reflected in the strength of the Square’s existing retail community, including Bulfinch tenants Lovestruck Books, an independent bookshop that has become a neighborhood gathering point, and MUJI, the globally recognized lifestyle retailer.

“Harvard Square is experiencing a genuine retail resurgence, and Pura Vida Miami’s arrival is a strong example of the caliber of brands choosing to invest here,” said Michael Wilcox, Managing Director of Leasing at Bulfinch. “Having brought Lovestruck Books and MUJI to the square, Bulfinch has been intentional about building a distinctive, community-oriented retail mix and Pura Vida Miami is a natural next step. in making Harvard Square one of the most dynamic commercial districts in the country.”

Located steps from the MBTA Harvard Square Red Line station, 95 Mount Auburn Street sits at the heart of a neighborhood defined by world-class dining, independent retail, cafés, and the intellectual energy of Harvard University, offering Pura Vida Miami direct access to a dense, health-conscious customer base of students, faculty, professionals, and residents.

Harvard Square’s retail resurgence is also fueling demand for office space, as companies seek walkable, amenity-rich locations for their teams. Bulfinch has office availability at both 44R Brattle Street and 44-48 Brattle Street in Harvard Square. Visit our website to learn more www.bulfinch.com/leasing