Griffin Thall, CEO and co-founder of Pura Vida Bracelets, spoke at IRCE last week about his company's use of user-generated content (UGC). In this video, Thall describes Pura Vida's use of UGC collected on social media, and how it adds a sense of trust to the jewelry retailer's email campaigns — no matter which stage of the buying process the customer is in.
![](https://www.mytotalretail.com/thumb/?src=/wp-content/uploads/sites/14/2017/06/video_poster_50472.jpg&w=165&h=92)