Social media marketing continues to drive Purelei’s growth

MILAN — Jewelry brand Purelei closed 2020 with revenues of EUR 30 million and expects to double its sales this year. Quite impressive for a company that was founded only five years ago and whose price ranges from 25 to 35 euros.

Founded in Mannheim in 2016 by Alisa i Freddy Jahnke with Etienne Espenner, Purelei based its business on a direct-to-consumer model reinforced with an effective social and influencer marketing strategy.

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As Alisa explained during the Zoom call Jahnke she came up with the idea to start Purelei after spending a semester in college in Hawaii, where she fell in love with not only the state’s natural beauty, but also the state’s fun, relaxed and peaceful atmosphere. “In 2016 in Germany, I met Freddy and Etienne, who already had extensive experience in the world of e-commerce, and we started talking about the possibility of bringing jewelry inspired by this Hawaiian spirit to the market,” he said Jahnke. Four months after selling some products online using influencers and an ADS campaign on Facebook, the trio decided to launch the brand.

Purelei Co-Founder, Alisa Jahnke – Source: Courtesy of Purelei

Courtesy of Purelea

With a name that combines the concept of purity with the word “lei”, which is an iconic Hawaiian flower garland given as a symbol of welcome or worn on special occasions, Purelei offers easy-to-wear jewelry pieces, including a wide range of chains, earrings and bracelets that reflect trends, which are made in China mainly using gold-plated 925 steel. “Our products are made to last. They can be worn in the sun and in the water, and the color does not fade,” he explained Jahnkeadding that the company constantly conducts audits and quality checks throughout its supply chain.

While 97 percent of the brand’s sales are through e-commerce, Purelei collections are also available on Amazon and Jahnke said the company may partner with retailers such as Zalando and Douglas. “However, we are convinced that we will mainly stick to the direct-to-consumer model,” she said.

Purelei is also experimenting with live shopping sessions and will host a live event in Frankfurt on August 8 to celebrate the brand’s fifth anniversary.

The company, which refreshes its offering with new products every week, says its leading market is Germany but is expanding its presence in Europe, particularly in Italy and France.

Sustainability is also at the core of the brand, which uses almost plastic-free packaging made primarily from recycled paper.

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