Offline stores, TikTok Shop, AI content, and community building: E-commerce is constantly presenting new challenges for D2C brands. In this episode, Karo talks to Alisa Jahnke, co-founder and CEO of the jewelry brand Purelei, about the journey from an initial €500 investment to an e-commerce company with nearly €70 million in annual revenue.
How did Purelei manage the transition from pure social media marketing to opening its own offline stores in Munich, Cologne, and Palma? What role do their own app and established subscription model play in long-term customer loyalty? And why did their first live shopping session on TikTok Shop leave Purelei feeling disillusioned?
Alisa also shares her practical experience with AI in content production, reveals internationalization plans for the coming years, and explains why direct contact with the community and strategic brand building remain indispensable for Purelei.
[YOUTUBE LINK]
Overview of the conversation:
(1:30) 10 years of Purelei: From €500 to €70 million in revenue
(9:58) From social media marketing to your own offline store
(18:46) App, loyalty program & subscription model
(28:57) Disillusionment with TikTok live shopping
(31:36) Using AI in content production
(36:53) Internationalization & future plans
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