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Keeping the coast clear of fakes

How ethical accessory brand Pura Vida protected their customers and producers with brand protection

3,812

Enforced infringements

50

Websites covered

80%

Enforcement success rate

The challenge

When Pura Vida started receiving comments from customers, telling them that there were fake products out there, they were left with no option but to fight the counterfeits. Revenue was being stolen by counterfeiters, and Pura Vida’s hard work was going to waste. Pura Vida then heard about Red Points through recommendations in their professional circle.

The Solution

Red Points’ Brand Protection solution enabled the company to replace costly lawyers with an easy to use platform. Red Points allows Pura Vida to detect, remove, and measure the extent of counterfeit products online. They can now manage any counterfeiting issues with ease. On top of that, anyone in their team can use it which removes the burden from just one person.

The Result

Since using Red Points, Pura Vida has managed to take down over 3,000 counterfeits and has saved over $500,000 USD in sales. Thanks to Red Points, they can now focus on scaling their online business, supporting the makers of their products, and spending more time on their long-term company goals. With counterfeits being taken care of, their customers are happier knowing that what they buy online is an authentic product.

About Pura Vida
From their humble beginnings selling Costa Rican bracelets in a Californian boutique, Pura Vida now supports over 800 artisan sellers through their movement. They’re now a worldwide company that offers a range of handcrafted bracelets that are ethically sold which provide jobs to artisan creators in third world countries. On top of this, they use their jewelry to raise money for other meaningful causes such as mental health awareness and saving the oceans.

puravida.com
Jewelry industry
California, USA

Jewelry industry

“Counterfeiters are just taking that hard work and effort and they’re just stealing it from you—they’re providing a bad experience to customers”

Paul Goodman,
Founder and CFO at Pura Vida

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The Pura Vida story

Pura Vida began in 2010, when two friends Griffin and Paul, took a trip to Costa Rica. After meeting two struggling jewelry artisans, the friends were desperate to help in any way possible. They brought 400 bracelets back to California with them and quickly realized that the idea of unique jewelry with a story was in demand.
They now sell millions of bracelets every year and support small jewelry suppliers from around the world. For them, it’s all about selling unique products that give something back to the artisanal communities who make them. Pura Vida has a huge online fanbase with millions of followers on Instagram and Facebook.

A better customer experience

Pura Vida learned about their counterfeiting problem through their customers. Their loyal social following got in touch with them questioning the authenticity of products found on third-party sites. These fake products were providing a bad experience for their customers and causing confusion amongst their fans who had thought they had bought into an ethical movement. As Pura Vida relies heavily on social media to drive traffic to their website on which 70% of their sales are made, something had to be done to improve their users’ experiences online and maintain their brilliant reputation.
Red Points’ Brand Protection helps Pura Vida with its bot-powered search that scans for potential infringements every hour so that counterfeits don’t get a chance to be found by Pura Vida’s fans. Counterfeits are found on social networks and marketplaces then automatically removed 24/7.

Save money on legal bills

Before Red Points, it was all down to Founder & CFO Paul Goodman to manage any counterfeiting issues. This put an immense amount of pressure on him on top of his daily tasks. To ease this problem, Pura Vida hired a lawyer to tackle fakes.
Soon, Paul realized that this wasn’t going to be a long-term solution for Pura Vida. With legal help comes high costs and lots of going back and forward to remove counterfeits, a less than ideal situation for any growing startup. Pura Vida found themselves spending tens of thousands of dollars a month to try and stay on top of the situation, while not making a real impact on the problems they faced.
After being recommended Red Points, Pura Vida was able to save money on legal fees and get back the time they needed to grow their company. On top of this, with Red Points’ Reporting features, they can see the impact of their actions and have full visibility.

An easy-to-use platform

Pura Vida managed to gain back precious time to spend on scaling their operations thanks to Red Points. With an easy-to-use platform, now anyone in the office can easily go onto the platform and view a clear overview of the current situation.
Red Points’ Brand Protection solution helps Pura Vida by presenting all of the information in a clear and concise dashboard where they can see potential infringements, recent removals, and results. This helps them scale their online presence on marketplaces without having to worry about counterfeits.

If you have 15 mins, you can see Red Points in action with your brand

Ji Won Bang — Brand Protection Specialist