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.
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
The technological foundation for omnichannel scaling
Purelei proves that an e-commerce model today is far more than just a linear online shop by successfully balancing its own offline stores, TikTok Shop experiments, and an app with an integrated loyalty and subscription model. However, such a multi-layered customer experience hides enormous technological complexity. If diverse channels and marketplaces like Amazon are to mesh seamlessly, ambitious brands must build a robust, scalable e-commerce architecture. This is exactly where our e-commerce consulting comes in: As an experienced digital consultancy, we help retailers break down isolated technologies. Through precise vendor configuration and targeted Customer Data Platform consulting, we transform fragmented touchpoints into a high-performance, data-driven ecosystem that tangibly accelerates the digital transformation of business models and enables real growth.
At the same time, Purelei demonstrates how technology directly impacts day-to-day operations, with artificial intelligence already being used successfully and efficiently for content production and trend analysis. As a tech service provider, we drive exactly this transition from isolated applications to holistic AI implementation within companies. As part of our practical AI strategy consulting we quantify our clients' greatest economic levers and translate them into measurable process automation. Artificial intelligence is never an end in itself: whether through the development of intelligent assistants or autonomous agents for data automation, we firmly anchor AI within the organization.
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