Fashion

Introducing: The Demi Fine Collection

Demi Fine Collection

🚨THIS IS NOT A DRILL 🚨The launch you’ve been waiting for all summer has FINALLY DROPPED! Our brand new, oh-so-chic Demi-Fine collection features an elevated collection of pieces created with sterling silver and 18K gold-plated sterling silver that is made to last through your everyday Pura Vida moments! Say 👏🏽Less 👏🏽  

The entire line was handcrafted in an artisan factory in India, making each individual piece completely unique, just like you! ✨ 

With elevated coastal chic elements, these timeless pieces are layerable, beautifully understated and meant to be worn every day. They also make the perfect gift for any occasion without the designer price tag.  For the inside scoop into this line and what makes it so special, we sat with the creator of the collection (our very own Design Director, Sheva Lee Absher) and asked her all about it.

Keep reading to learn more about some of our most elegant styles yet. 

PV: What’s your favorite piece from the Demi-Fine collection & why?
Sheva: I love the sunshine tag necklace. As a California native, I’ve always thrived and been inspired in the sunshine. The engraving on the back reads “sunshine state of mind,” which is my mantra. It reminds me to stay light and positive and embrace the fact that no matter what happens in the day, the sun will always set and rise again – each new day is a fresh start. My favorite quote by Ralph Waldo Emerson captures this sentiment beautifully: “Finish each day and be done with it. You have done what you could. Some blunders and absurdities no doubt crept in; forget them as soon as you can. Tomorrow is a new day; begin it well and serenely and with too high a spirit to be encumbered by your old nonsense.”

PV: How long have you been working on the Demi-Fine collection for Pura Vida?
Sheva: This collection is about 5 years in the making! We have been talking and strategizing about it internally for that long, trying to figure out how to do it right – how to stay true to the Pura Vida brand, while offering something unique and more elevated. I am BEYOND happy and so confident in how this collection turned out; it feels fresh and elevated while still being reflective of the Pura Vida brand and lifestyle.

PV: On average, how long does it take you to design each piece? 
Sheva: It really varies. Sometimes a design comes through so effortlessly, while other times it takes days (sometimes weeks!) to perfect. Often the designs I struggle with most end up being my favorite once I figure them out. Believe it or not, that was actually the case with the sunshine tag styles! I designed and re-designed these styles so many times before sending the final versions to our artisans to start handcrafting in India. Even then, I changed the size and shape and engraving multiple times to get it just right. But alas, they are my favorite styles in the collection…and maybe my favorite design to date!

PV: What was your initial inspiration for this line? Has that changed through the process? If so, how?
Sheva: Every collection I design for Pura Vida is an extension of myself, and you could say the entire brand captures that “sunshine state of mind” mentality. However, this collection more than any other is a true reflection of my personal style and embodies me and where I’m at in life more than any other. It's hard to believe, but I’ve been designing for Pura Vida for 6 years. I’ve grown and evolved so much in that time. I’ve had children, traveled the globe, learned to metalsmith, moved to the mountains, etc., and I wanted to create a collection for women like me – women who love the Pura Vida brand and lifestyle, but have grown up and matured, and want a more timeless, elevated take on our signature casual, coastal styles.

PV: What are your hopes for this line as we continue to build on it in the future?
Sheva: My focus for this collection is creating pieces that are relevant and wearable for seasons to come. I love researching trends and translating those into products, but I took a different approach with this collection and instead designed styles that feel timeless and can be worn throughout the year. I want these styles to be your go-to, everyday pieces. Each collection that follows this initial launch will flow and layer with the previous styles, because there is an overall timeless, seasonless feel to this entire collection.

Complete your everyday look with Demi-Fine! Shop the collection here.

Pura Vida – elevated. 

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