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.

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