On Nicholson Drive near LSU, there is a space that feels different the moment you walk in. Light fills the room, conversations flow, and people settle in comfortably. It does not feel like a business. It feels like someone welcomed you in.

That feeling comes from Victoria, known as Vick.

Victoria is a Baton Rouge native who believes deeply in the spirit of her city. She describes Baton Rouge as a place where hospitality feels natural, where people feel like they belong wherever they go. That sense of belonging became the foundation of Pura Vida Coffee.

"It feels like you are at someone’s house."

From Construction to Coffee

Before opening the coffee shop, Victoria and her husband built their lives in the construction industry. They started their first business at a young age, taking on small renovation projects that quickly grew into something much larger. Through dedication and hard work, they built a strong foundation together.

Eventually, they felt inspired to create something new. After visiting a bright and welcoming coffee shop in another city, they realized they wanted to bring that same feeling of inspiration back to Baton Rouge.

A Space Built with Intention

Pura Vida Coffee was built by hand and with heart. Victoria’s husband designed and constructed much of the space himself, working long hours to bring their vision to life. Their children even helped paint and prepare the shop. Every detail reflects care, intention, and family.

The goal was to create a space that inspires people, a place where students, friends, and families can gather, work, and connect.

More Than a Coffee Shop

People may first come for the open space and comfortable environment, but they return for the experience. Over time, customers become familiar faces, and familiar faces become part of a growing community. Relationships form naturally, and the shop becomes a place people feel connected to.

"It feels like I have people over at my house every day."

A Personal Connection

Victoria finds joy in being present in the space each day. She values the opportunity to serve others and to create meaningful interactions. For her, the coffee shop feels like hosting guests in her own home. She enjoys seeing people’s reactions, watching them connect, and knowing she played a role in their experience.

A Team That Cares

Her team plays an important part in bringing this vision to life. Many of them are students, but they approach their work with care and pride. They support one another, take ownership of their craft, and contribute to the welcoming environment that defines Pura Vida.

Looking Ahead

As the business continues to grow, Victoria and her husband remain thoughtful about the future. Their focus is on maintaining the quality, warmth, and sense of community that make the shop special.

Pura Vida Coffee represents more than a place to get coffee. It represents connection, intention, and the beauty of creating something meaningful together. It is a reflection of heart, hard work, and a genuine love for people.