MILAN — Jewelry model Purelei closed 2020 with revenues of 30 million euros and expects to double gross sales this yr. Fairly spectacular for a corporation that was based solely 5 years in the past and that has a value level ranging between 25 euros and 35 euros.
Established in Mannheim in 2016 by Alisa Goschen, Freddy Jahnke and Etienne Espenner, Purelei primarily based its enterprise on a direct-to-consumer mannequin boosted by a profitable social media and influencer advertising technique.
As she defined throughout a Zoom name, Goschen developed the concept of launching Purelei after spending a university semester in Hawaii, the place she fell in love not solely with its pure magnificence but additionally with the state’s joyful, relaxed and peaceable vibe. “Again in Germany, in 2016 I met Freddy and Etienne that had already an awesome expertise of the world of e-commerce and we began discussing about the opportunity of launching jewelry items impressed by that Hawaiian spirit,” mentioned Goschen. 4 months after promoting some objects on-line with the assistance of influencers and Fb ADS campaigns, the trio determined to launch the model.
That includes a reputation that mixes the idea of purity with the phrase “lei,” which is the enduring Hawaiian flower garland that’s given as a welcome image or is worn on particular events, Purelei gives easy-to-wear jewellery items, together with a variety of chains, earrings and bracelets reflecting traits, which are crafted in China primarily utilizing gold plated 925 sterling metal. “Our items are crafted to be sturdy. They are often worn beneath the solar, within the water and the colour doesn’t fade,” defined Goschen, including that the corporate always does audits and high quality checks throughout the entire provide chain.
Whereas 97 p.c of the model’s sale are made by way of its e-commerce, Purelei collections are additionally obtainable at Amazon and Goschen mentioned the corporate would possibly do some partnerships with retailers, equivalent to Zalando and Douglas. “Nonetheless, we’re satisfied to primarily persist with the direct-to-consumer mannequin,” she mentioned.
Purelei can also be experimenting with stay procuring classes and is internet hosting a stay occasion on Aug. 8 in Frankfurt to have fun the model’s fifth anniversary.
The corporate, which refreshes its providing each week with new merchandise, reviews Germany is its main market, but it surely’s increasing its presence in Europe, particularly in Italy and France.
Sustainability additionally sits on the core of the model, which employs virtually plastic-free packaging, primarily crafted from recycled paper.