Social Media Marketing Continues to Boost Purelei Growth

MILAN — Jewelry model Purelei closed 2020 with revenues of 30 million euros and expects to double gross sales this yr. Quite spectacular for a corporation 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 based mostly its enterprise on a direct-to-consumer mannequin boosted by a profitable social media and influencer advertising technique. More from WWDAs 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. “Back in Germany, in 2016 I met Freddy and Etienne that had already an incredible expertise of the world of e-commerce and we began discussing about the potential for launching jewellery items impressed by that Hawaiian spirit,” stated 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.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 enduring Hawaiian flower garland that’s given as a welcome image or is worn on particular events, Purelei provides easy-to-wear jewellery items, together with a variety of chains, earrings and bracelets reflecting developments, which can be crafted in China primarily utilizing gold plated 925 sterling metal. “Our items are crafted to be sturdy. They may be 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.While 97 % of the model’s sale are made by way of its e-commerce, Purelei collections are additionally out there at Amazon and Goschen stated the corporate would possibly do some partnerships with retailers, corresponding to Zalando and Douglas. “However, we’re satisfied to primarily stick to the direct-to-consumer mannequin,” she stated.Story continuesPurelei can also be experimenting with reside buying classes and is internet hosting a reside occasion on Aug. 8 in Frankfurt to have fun the model’s fifth anniversary.The firm, which refreshes its providing each week with new merchandise, experiences Germany is its main market, nevertheless it’s increasing its presence in Europe, particularly in Italy and France.Sustainability additionally sits on the core of the model, which employs nearly 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 newest information, comply with us on Twitter, Facebook, and Instagram.

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