Shopify Design Breakdown - Taking UI and UX Tips for Shopify Stores From Pura Vida

This is a part of our series called Shopify design breakdowns.  

Online jewelry business has seen tremendous growth over the years.

Shopify Store Design Breakdown

But to sell jewelry, you need to showcase it well for the visual look and feel. There are so many design elements one must leverage to reap the best results.

This is why we are doing a design breakdown of Pura Vida Bracelets. This is a jewelry brand powerhouse that boasts 50% year-over-year (YoY) growth

We will also cover conversion aspects from their UI/UX so you can design for conversions! 

Conversion Shopify design inspiration to take from them and why it works  

The Pura Vida website has a clean, modern design. It's easy to navigate and very user-friendly — a great example of how effective design can help increase conversions and sales.

We've broken down some of our favorite features and elements of the Pura Vida site below -


Collections in the hero section

Pura Vida displays their collections right up in the hero section instead of the usual banners. This helps guide the journey as soon as someone lands on the site, making them privy to what is there in the store.

A lot of online stores use a hero section. It's the first thing you see when you go to a website and the main reason you decide whether to stay or leave.

The hero section is supposed to be the most crucial part of your store. It should be where you display your best products, your most popular collections, and other stuff that makes people want to come back and buy more from you.

The problem with most Shopify stores is that they don't know how to use their hero sections properly. They either put too much stuff in them or not enough, or they don't make them look attractive enough.

If you want people to keep coming back for more, then you need to make sure that your hero section is perfect! 

UI and UX Tips for Shopify Stores From Pura Vida

Recommended products

The first thing customers will see when they land on your site is the homepage. You should make it easy for them to find what they're looking for and start browsing as soon as possible.

Recommended products are perfect for this. 

Even if you are a first-time visitor, you will see ‘new’, ‘sale,’ and ‘top rated’ marked on the Pura Vida website. This tiny inclusion on their Shopify store nudges the buyer journey by leveraging social proof from similar demographics. 


Pura Vida

‘Quick shop’ feature with variant selector 

The ability to also select variants and add products right from the home page reduces the number of steps one has to take and the back and forth between pages.

It helps quickly convert a store visitor to a buyer without compromising on the user/shopping experience. In fact, it enhances it! 

Pura Vida Store Design

Media mentions

Media mentions are a type of social proof. They are one of the strongest kinds of social proof in this industry specifically.

Pura Vida’s homepage features a testimonial slider at the top of the page with three featured testimonials from high-profile publications like HuffPost, BuzzFeed, etc.

This highlights their success as an established brand, as well as provides credibility for visitors who may not be familiar with Pura Vida or similar brands.

shopify store design

Embedded Instagram feed

Did you know that  1 in 2 people use Instagram to discover new brands?

This element on Pura Vida’s website helps add to this. Furthermore, even if a visitor does not convert on-site, this increases their chance of them following the brand on the social media platform which establishes a channel of communication. 

This looks great because it’s not just a simple widget – instead, it’s integrated into the design and feels like an extension of the product pages rather than an afterthought. The photos are also well-selected, showcasing products or lifestyle shots that are relevant to what they sell.

shopify store development

Clear call-to-actions (CTA)

Pura Vida has clear CTAs to get visitors to signup for their contact lists. 

They use a phone number field instead of the usual email. This is simply brilliant because 91% of consumers are interested in receiving texts from businesses! And so, SMS delivers a higher open and click-through rate to brands as well.

custom shopify development

Streamlined footer

The footer has been streamlined and is very easy to scan through because they only display relevant information such as their social media links, return policy, and more. 

These are items that are important and necessary for visitors to know before they purchase something from your store, but they don't necessarily need them front and center when they first enter your site.

shopify web design


Shipping is a big part of the customer experience.

Pura Vida’s homepage has been simplified, with the goal of making the process of finding what users are looking for as quick and easy as possible.

Visitors can now choose their shipping region directly from the homepage. This helps the brand localize the entire shopping journey for the visitor - this includes the currency in which they shop as well! 

This is a brilliant UX addition to improve the overall experience of their Shopify store.

shopify website design

Neat, clean, and well-organized menu

Structured menus make it very easy for users to find what they are looking for without having to search through a lot of other pages and go through many steps; especially when you have a catalog as big as that of Pura Vida.

A well-designed menu can make or break a Shopify store. And Pura Vida realizes this.

The brand doesn’t just use its menu to display its various product categories, but also leverages it to draw attention to its new arrivals and items on sale. They have also highlighted gifts and trending products by using a blue background color. 

UI and UX Tips for Shopify Stores From Pura Vida

Dedicated page for new arrivals

Pura Vida has a new arrivals page, set up separately from the rest of the site. This is where they show their latest products and allow customers to buy them. They have also done a good job making it look very similar to the rest of the site, which is good for user experience.

Pura Vida

Product pages

High-quality images

Jewelry is a product that needs to be seen in order to be appreciated.

Images and videos are extremely important for the jewelry brand, as the product is visual. It's important for jewelry brands to have high-quality images on their Shopify stores so that customers can see exactly what they're buying and know that they're getting what they paid for.

Abiding this, all photos used on Pura Vida’s website are clear, professional, and eye-catching. Plus, they have used a lot of images on their product pages which makes them look more interesting and engaging.

UI and UX Tips for Shopify Stores From Pura Vida

Detailed product descriptions

We found that one of the ways for Pura Vida to stand out from other jewelry brands was by providing detailed product descriptions.

Jewelry is a unique category with its own set of challenges. It's a high price point, and you don't want to risk customers making purchases they aren't sure about.

If you're selling jewelry online, you need to make sure your product descriptions are detailed and easy to understand. 

Pura Vida’s product descriptions are thorough and informative, giving you all of the information needed to make an informed decision about whether or not a piece is right for you.

And with so many competitors vying for their customer's attention, it's essential that their product descriptions stand out; Pura Vida’s copywriting style is unique and intuitive.

UI and UX Tips for Shopify Stores From Pura Vida

Checkout page

Pura Vida has a clear shopping cart interface that is simple yet effective. It also has a dedicated personalized product recommendations section.

You will also notice a “sustainable shipping” checkbox at the bottom. Consumers of today are proactive and want to do their part in saving the planet. Tiny brand initiatives like these can go a long way in winning a customer’s trust and loyalty.

shopify design

Story page

Pura Vida is a super cool brand. It’s rare to find a brand that has such a strong sense of identity and story.

They have a separate page for their brand story. This is a great way to tell your story and allow the visitor to get a feel for who you are. This, in turn, helps build trust with potential customers by telling them about the history of their business in more detail than just in the product description on their Shopify store.

Their story is really well-written and does a great job of setting the tone for the rest of the site.

Pura Vida

Pura Vida’s impact

Consumers of today want to be part of the greater good. They want to know that the brands that they associate with are aligned with their ideologies and vision.

Pura Vida has a separate page that discusses the impact they've had on the world. The page has been designed in a way that makes it easy for people to read the information and find out more about what Pura Vida is doing to help improve lives around the world.

Pura Vida uses large images and short paragraphs to narrate their impact story. They also use an interactive map at the top of the page to show where they’ve made an impact.

Pura Vida

Wholesale inquiry page

Pura Vida has a separate page for wholesale, where you can get in touch with them.

This is a nice feature to have, especially if you are also selling wholesale along with retail or if you want to be able to sell overstock items.

Pura Vida

Brand ambassadors’ page

Pura Vida has a separate page for brand ambassadors. The design is pretty simple with a logo and a few pictures of the ambassadors. 

This shows who all trust them and encourages people to also join as ambassadors.

There's also a section where you can apply to be an ambassador as well.

The page uses clear sections that list the various benefits and perks of joining this program. It also has an FAQ section to clear any doubts that one might have.

Pura Vida shopify design

Detailed collection pages

The Pura Vida collection page is a great example of a category page that tells the story of the product, while also allowing for great visuals.

The images are high resolution, allowing for a clear picture of the product. The text is simple and easy to read but doesn’t take away from the images.

Here are a few things that we love about the collection pages -

  • Short description of the collection in the first fold
  • Filter/sort option
  • High-quality product images
  • Quick shop feature with variant selector
  • Elaborate sections listing the features of the collection
  • Tactical use of videos
shopify design Pura Vida

    Pura Vida bracelet club

    Pura Vida has an exclusive club which is basically a subscription plan.

    Subscription models help ensure constant cash flow in businesses. Plus, the added convenience also enhances the customer experience. Today, more than half of online shoppers say they have subscribed to a subscription service.

    This is a great move by Pura Vida. And a dedicated page to it is a great design initiative. 

    This page has everything to create the perfect conversion -

    • High-quality images
    • Clear CTA
    • Social proof
    • Perks and benefits
    • Types of plans
    Pura Vida shopify website design

      Wrapping up! 

      Setting up a high-converting store design for your brand is no easy task. 

      To build and design an impressive store like Pura Vida, you need to work with Shopify design experts who understand what you are looking for and have industry knowledge of the changing trends and consumer preferences.

      Also read: Why Your Shopify Store Design Is Important to Increase Conversion Rates

      We help you bring your ideas to life with Shopify web design, development, marketing, and support services from experts. 

      Our team of Shopify experts works with Shopify merchants like you to design a store that reflects the personality of your brand and caters to the functionalities you require. Whether you want to revamp your existing design or build a new one from scratch, we will help you create a positive shopping experience on your Shopify store design. 

      Reach out to us at and we’ll help you set up your Shopify store design!

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