Miami-Based Cafe Coming To Cambridge This Week

CAMBRIDGE, MA — A Miami-based cafe chain is celebrating the opening of its first Massachusetts location in Harvard Square this week.

Pura Vida Miami will hold a ribbon-cutting ceremony at 95 Mount Auburn St. on Wednesday, Nov. 4, beginning at 9:30 a.m., according to an announcement from representatives of property owner Bulfinch. The approximately 4,100-square-foot cafe occupies a storefront that had been vacant for two years.

Pura Vida Miami offers all-day breakfast, salads, bowls, sandwiches, wraps, baked goods, smoothies, açaí bowls, cold-pressed juices, coffee and tea. The business also offers a children’s menu, though specific items and prices vary by location.

Plans submitted to Cambridge called for 88 indoor seats across 4,151 square feet, including 2,708 square feet for customers and 1,443 square feet for kitchen and other back-of-house operations. Outdoor seating was not included in the submitted seating plan.

The Cambridge Board of Zoning Appeal unanimously approved a special permit for the cafe back in March. The business required the permit because it qualified as a quick-service “formula business” under Harvard Square’s zoning rules.

Company representative Oscar Amaro said during the hearing that Harvard Square’s foot traffic helped attract Pura Vida Miami to the location. The company planned to emphasize customers staying to eat rather than primarily picking up orders.

The storefront most recently housed a cellphone store. Plans called for retaining the existing brick-and-glass facade with modest exterior changes.

The Harvard Square Advisory Committee voted 8-0 to recommend approval following its Feb. 18 review. Members supported the amount of indoor seating and encouraged the business to consider later hours and maintain storefront lighting after closing.

The committee also discussed delivery pickups near Mount Auburn and JFK streets. The company identified the JFK Street loading zone for pickups, while the committee recommended clear instructions on delivery platforms and staff supervision to help reduce double-parking and congestion.

Founded in 2012 by husband-and-wife team Omer and Jennifer Horev, Pura Vida Miami has expanded beyond Florida into several other states. The property owner announced the Harvard Square lease in its first-quarter 2026 leasing update.

The cafe’s arrival is part of a series of new tenants at its Harvard Square properties, including MUJI and Lovestruck Books. MUJI opened at 48 Brattle St. in November 2025, occupying nearly 11,500 square feet across three floors. The Japanese retailer offers clothing, travel accessories, furniture, homeware, and other everyday products.

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