MILAN — Jewelry model Purelei closed 2020 with revenues of 30 million euros and expects to double gross sales this 12 months. Quite spectacular for an organization that was based solely 5 years in the past and that has a worth 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 school 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. “Back in Germany, in 2016 I met Freddy and Etienne that had already a great experience of the world of e-commerce and we started discussing about the possibility of launching jewelry pieces inspired by that Hawaiian spirit,” mentioned Goschen. Four months after promoting some gadgets on-line with the assistance of influencers and Facebook ADS campaigns, the trio determined to launch the model.
Featuring 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 developments, which are crafted in China primarily utilizing gold plated 925 sterling metal. “Our pieces are crafted to be durable. They can be worn under the sun, in the water and the color doesn’t fade,” defined Goschen, including that the corporate consistently does audits and high quality checks throughout the entire provide chain.
While 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, reminiscent of Zalando and Douglas. “However, we are convinced to mainly stick to the direct-to-consumer model,” she mentioned.
Purelei can be experimenting with stay buying classes and is internet hosting a stay occasion on Aug. 8 in Frankfurt to rejoice the model’s fifth anniversary.
The firm, which refreshes its providing each week with new merchandise, experiences Germany is its main market, however it’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.
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