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 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 and marketing technique. More from WWDAs 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 in addition with the state’s joyful, relaxed and peaceable vibe. “Back 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 jewellery items impressed by that Hawaiian spirit,” stated Goschen. Four months after promoting some objects on-line with the assistance of influencers and Facebook ADS campaigns, the trio determined to launch the model.Purelei cofounder Alisa Goschler. – Credit: Courtesy of PureleiCourtesy of PureleiThat includes a reputation that mixes the idea of purity with the phrase “lei,” which is the long-lasting 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 can be crafted in China primarily utilizing gold plated 925 sterling metal. “Our items are crafted to be sturdy. They will be worn below the solar, within the water and the colour 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 accessible at Amazon and Goschen stated the corporate would possibly do some partnerships with retailers, comparable to Zalando and Douglas. “However, we’re satisfied to primarily stick to the direct-to-consumer mannequin,” she stated.Story continuesPurelei can be experimenting with dwell buying classes and is internet hosting a dwell occasion on Aug. 8 in Frankfurt to have a good time the model’s fifth anniversary.The firm, which refreshes its providing each week with new merchandise, studies 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.See additionally: There’s More to Influencer Marketing Than Product PlacementEuropean Influencer Marketing Agencies Join ForcesJapanese Influencer Kemio Creates T-shirt to Benefit AAPI CommunitySign up for WWD’s Newsletter. For the most recent information, observe us on Twitter, Facebook, and Instagram.
