MILAN – The jewelry brand Purelei closed 2020 with sales of 30 million euros and expects sales to double this year. Pretty impressive for a company that started just five years ago and is between $ 25 and $ 35.
Founded in Mannheim in 2016 by Alisa Göschen, Freddy Jahnke and Etienne Espenner, Purelei bases its business on a direct-to-consumer model supported by a successful social media and influencer marketing strategy.
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As she explained during a Zoom call, Göschen came up with the idea of starting Purelei after spending a college semester in Hawaii, where she immersed herself not only in the natural beauty but also in the happy, relaxed and peaceful atmosphere of the State in love. “Back in Germany in 2016 I met Freddy and Etienne, who had already had good experience with the world of e-commerce, and we started to discuss the possibility of bringing jewelry onto the market that was inspired by this Hawaiian spirit”, said Göschen. Four months after selling some items online with the help of influencers and Facebook ADS campaigns, the trio decided to launch the brand.
Purelei co-founder Alisa Goschler. – Credit: Courtesy Purelei
With a name that combines the concept of purity with the word “lei,” the iconic Hawaiian flower garland that is given as a welcome symbol or worn on special occasions, Purelei offers easy-to-wear jewelry, including a wide range of on-trend necklaces, earrings and Bracelets that are mainly made in China from gold-plated 925 sterling steel. “Our pieces are designed to last. They can be worn under the sun and in the water and the color does not fade, ”explains Göschen, adding that the company constantly carries out audits and quality controls along the entire supply chain.
While 97 percent of the brand’s sales come through e-commerce, Purelei collections are also available on Amazon, and Göschen said the company could forge some partnerships with retailers like Zalando and Douglas. “However, we are convinced that we will mainly stick to the direct-to-consumer model,” she said.
The story goes on
Purelei is also experimenting with live shopping sessions and is hosting a live event in Frankfurt on August 8th to celebrate the brand’s five year anniversary.
The company, which refreshes its offer with new products every week, reports that Germany is its leading market, but is expanding its presence in Europe, particularly in Italy and France.
Sustainability is also at the heart of the brand, which uses virtually plastic-free packaging made primarily from recycled paper.
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