Pura Vida Nutrition Store
Blending holistic wellness with nostalgia
By Vibha Shukla
Pura Vida Nutrition Store, located in the heart of Renfrew, Ontario, and owned by Kathy Lofthouse, is a haven for natural health enthusiasts seeking alternatives to the mainstream. One thing that sets Pura Vida apart from other natural health stores is its charming location—nestled within a 150-year-old house, Pura Vida is a nostalgic encounter for most Renfrew residents.
More than a business
Pura Vida was opened in March 2000 by Dan and Sandra, who also owned two other stores in Ottawa and Pembroke, Ontario. A year later, in 2001, Kathy acquired Pura Vida when the couple decided to shift their focus. Reflecting on that, she shares, “I had been managing Pura Vida, so when they asked if I was interested [in taking the ownership], I made an offer.” This furthered Kathy’s commitment to natural health and fostering overall well-being.
For Kathy, Pura Vida is more than just a business, it is the fruition of a personal philosophy. "I have always been attracted to the natural side of life," she says. Her studies in homeopathy and herbalism helped her transition from a management role in hospitality to retail, which laid the groundwork for her success at Pura Vida. However, running a successful business means keeping up to date with all new developments and dynamic perspectives in the industry, which Kathy achieves through her drive to constantly learn. "I have since studied through alive Academy and have completed seven certificate programs." Having worked in restaurants before, Kathy understands how vital good customer service can be for the longevity of a business.
Value-added services
Pura Vida offers customers more than a retail space; it offers them a hub for holistic health and a deep-rooted sense of community.
Pura Vida’s current location on the main floor of a 150-year-old house makes the shopping experience a nostalgic journey for many of its customers. Before the store made this house its new home, it was an amalgamation of a florist, coffee shop, and bookstore, and has been part of many residents’ memories. Kathy fondly recalls, "we have customers who remember visiting their great aunt here, one woman remembers falling down the stairs as a kid. Many remember the different families that lived here over the years."
There is a complimentary practitioner room on the second floor of the house that Kathy rents out to practitioners in Renfrew. "Customers are often seeking alternatives to mainstream. Being able to offer different practitioners locally helps individuals who don’t want to travel to the city." Kathy notes how there is always demand for naturopaths in the area, and by offering complimentary space, she hopes to bring more naturopaths to Renfrew and more customers to her store.
Overcoming challenges
Like many other independent natural health stores, Pura Vida has faced its fair share of challenges—the store’s biggest obstacle is competition from mass and online retailers. At such times, Kathy focuses on her commitment to quality, "there will always be those who shop by price. Fortunately, more and more people are realizing that quality matters."
Kathy reiterates the importance of customer service and how that differentiates Pura Vida from other stores. "We provide information to our customers about the products we carry, how they help, and why they are a good choice." This dedication resonates with their customers, "we have customers coming from Griffith, Barry’s Bay, Cobden, Eganville to the west of us in Ontario, and Ladysmith, Otter Lake, and Shawville in Quebec. So, customers are coming from an hour away."
Despite Renfrew’s modest population of approximately 8,200, Pura Vida’s customer base and appeal is wide. It draws regular customers from local hospitals, long-term care facilities, the arming community, and school staff. "We tend to have customers from all demographics—young families, seniors, professionals, and everyone in between."
Community reach
Pura Vida employs a multifaceted approach to marketing and advertising, relying on both modern and traditional means. From social media presence on Facebook and Instagram to leveraging myFM, a local radio station, for advertisements, the store employs various channels to ensure its message reaches the Renfrew community.
Pura Vida also recently joined the Health First Network (HFN) and has added Health First products to its shelves. "I have been aware of Health First forever and am happy to have finally become a member. There are customers who looked specifically for the Health First brand, so we are glad to be able to offer it. We also find flyers effective in bringing in customers."
Taking advantage of HFN’s membership and monthly flyer program, Kathy anticipates increased competitiveness and ability to meet customer needs, which will help Pura Vida evolve and grow further.