What PURELEI does

PURELEI is a German direct-to-consumer fashion jewelry brand founded in 2016 and headquartered in Mannheim, operating across the DACH region (Germany, Switzerland, Austria). The company designs and sells waterproof, hypoallergenic jewelry primarily made from nickel-free stainless steel with 14K (gold) and 18K (rose gold) gold plating, alongside a smaller premium 925 sterling silver 'Fine Jewelry' line handcrafted in Germany. Its product catalog spans core categories (necklaces, earrings, rings, bracelets, charms, anklets, piercings, earcuffs), a modular LEI charm bracelet system with 130+ interchangeable charms, the Spirit of Stones gemstone collection, men's jewelry (808 Collection), and accessories such as sunglasses, jewelry storage, and clothing. PURELEI also offers complementary subscription tiers (Jewelry Box Flex, 3-, 6-, 12-month plans) and operates two company-owned retail stores in Cologne and Munich alongside a B2B wholesale inquiry channel.

The company's go-to-market is built around its owned e-commerce storefront at purelei.com and a multi-platform social media presence (Instagram, TikTok, Facebook, Pinterest, YouTube, LinkedIn, WhatsApp), supported by email capture with a 20% first-order newsletter offer and content marketing (blog, lookbooks). Distribution is split between Germany (free shipping from €59), Switzerland (free from 120 CHF), and Austria, with shipping thresholds and product pricing entirely in German-speaking-market currency conventions. Customer segments include women as the primary audience, men as a growing secondary segment, and use-case segments for bridal, gifting, and wellness-oriented (anti-stress fidget) jewelry. Free shipping thresholds, promotional offers (3-for-2 codes, seasonal sales), and bundle savings (up to 20% on sets) support conversion.

The business generates revenue through one-time product sales (range €2.90 to €199, with premium Fine Jewelry higher), recurring Jewelry Box subscriptions, and gift cards (from €15). The company is private, employs 101-250 people, and does not disclose revenue, funding, or ownership structure. Leadership comprises co-founders Alisa Jahnke (CEO) and Freddy Jahnke, with Etienne Espenner as Head of Sales. PURELEI does not present itself as an AI-native or technology-led business; product differentiation is grounded in materials (skin-friendly stainless steel, waterproof construction), aesthetic positioning (Hawaii/Aloha), and the modular personalization system rather than proprietary software.

Name

PURELEI

Legal name

PURELEI

Website

https://purelei.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

101–250 employees

Short description

PURELEI is a German D2C fashion jewelry brand selling waterproof, nickel-free stainless steel jewelry (necklaces, earrings, rings, charms, bracelets) plus accessories, men’s jewelry, fine sterling silver, and a Jewelry Box subscription, serving women and men across the DACH region through its own e-commerce site and stores in Cologne and Munich.

Ownership category

akta.pro rank

NAICS

Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (33991), Jewelry and Silverware Manufacturing (339910)

SIC

Costume Jewelry & Novelties (3960), Retail-Jewelry Stores (5944)

akta.pro primary industry

Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC)

akta.pro secondary industries

Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones) (CRAKAHAG), Body Jewelry (Piercing Jewelry; Non-precious) (CRAKABAG), Pearl Jewelry (CRAKAAAC)

Keywords

• Fashion jewelry
• Waterproof jewelry
• Hypoallergenic jewelry
• Charm bracelets
• Jewelry subscription

Headquarters

HQ city

Mannheim

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Infrastructure, Technology or R&D

Revenue model

1. Jewelry Product Sales (One-time): PURELEI generates primary revenue through one-time purchases of fashion jewelry products including necklaces, earrings, rings, bracelets, charms, anklets, piercings, and earcuffs. Individual items range from €9.90 to €199.00. The brand also sells complementary products including sunglasses, clothing (hoodies, t-shirts), hair accessories, and jewelry storage solutions. Sets and bundles offer up to 20% savings versus individual pieces.
2. Jewelry Box Subscription: PURELEI operates a subscription box model called 'Jewelry Box' offering regular deliveries of jewelry pieces. Subscription options include 3-month, 6-month, and 12-month plans. The subscription includes exclusive edition pieces and allows customers to build collections over time. Add-on products and a reward shop complement the subscription offering.
3. Gift Cards: PURELEI sells gift cards (Gutscheine) in denominations starting from €15.00, providing flexibility for gift recipients to select their own preferred jewelry pieces.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels11 records

Core offering

PURELEI designs, manufactures, and sells waterproof, hypoallergenic stainless steel fashion jewelry for women and men, including necklaces, earrings, rings, bracelets, charms, anklets, piercings, and earcuffs, finished in 14K/18K gold plating. The product portfolio spans the affordable stainless steel core line, the customizable LEI charm system, the Spirit of Stones gemstone and pearl collection, the men's 808 Collection, and a premium Fine Jewelry line of 925 sterling silver handcrafted in Germany. The brand also operates a recurring Jewelry Box subscription service and complementary accessories including sunglasses, storage, and apparel.

Product overview

PURELEI is a German-based fashion jewelry brand offering waterproof, hypoallergenic costume jewelry for women and men. The product portfolio centers on core stainless steel jewelry categories including necklaces, earrings, rings, bracelets, charms, and sets available in gold (14K), rose gold (18K), and silver finishes. Key collections include the customizable LEI bracelet system, Spirit of Stones (gemstone jewelry), 808 Collection (men's jewelry), and various themed collections. The brand also offers accessories including sunglasses, jewelry storage solutions, clothing, and a Jewelry Box subscription service. All jewelry is characterized by waterproof, skin-friendly stainless steel construction with Hawaii-inspired aesthetics. The company operates physical stores in Cologne and Munich.

Differentiator

Problem solved

Functional benefit

Brands

• LEI Collection: Charm bracelet collection with customizable flower-based charms that can be easily added or removed.
• Spirit of Stones
• 808 Collection
• Fine Jewelry

Products and services

• Earrings (Ohrringe) Over 180 waterproof, hypoallergenic earrings including hoops, studs, drop earrings, and modern ear-stacking combinations, available in gold, rose gold, and silver finishes, designed for everyday and occasion wear.
• Necklaces (Ketten) Waterproof, skin-friendly stainless steel necklaces in charm, choker, statement chain, and pearl styles, available in gold, rose gold, and silver finishes.
• Rings (Ringe) Over 90 waterproof rings ranging from delicate adjustable bands to bold statement designs and anti-stress rings with rotating elements, in gold, rose gold, and silver.
• Bracelets (Armbänder) Waterproof stainless steel bracelets and arm cuffs in various styles, including layered sets and charm-compatible designs.
• Charms Over 130 charms including letter, zodiac, birthstone, and playful motifs such as hearts, flowers, and shells, compatible with PURELEI charm necklaces and bracelets for personalization.
• Jewelry Sets Pre-coordinated jewelry sets including earring sets, bracelet sets, ring sets, and complete layering sets, offering up to 20% savings compared to individual pieces.
• Anklets (Fußkettchen) Waterproof foot chains ranging from delicate basics to sparkling zirconia designs, inspired by Hawaiian and boho styles.
• Piercings & Earcuffs Earcuffs that clip on without piercings, plus ear piercings for helix, tragus, conch, and classic ear-lobe placements, made from skin-friendly stainless steel.
• Extenders (Verlängerungen) Extension chains for bracelets and necklaces that allow flexible length adjustment and layered styling.
• Sunglasses Women's sunglasses in timeless styles ranging from playful tortoise frames to clean black frames, all with UV protection, designed to coordinate with PURELEI jewelry collections.
• Jewelry Storage (Schmuckaufbewahrung) Stackable jewelry trays, jewelry boxes, travel organizers, and jewelry cases made from high-quality faux leather, designed to be modular and combinable.
• Clothing & Accessories Casual Hawaiian-style t-shirts and hoodies, playful hair accessories such as clips and barrettes, and summer beach towels, complementing the jewelry range.
• Spirit of Stones Collection Jewelry featuring real gemstones such as red agate and genuine freshwater pearls set in waterproof stainless steel, inspired by Hawaiian nature's colors.
• LEI Collection Customizable charm bracelet and necklace system with interchangeable charms featuring special secure closures, enabling tool-free personalization and collection expansion.
• Men's Jewelry (808 Collection) Men's jewelry including the 808 Collection of chains, rings, earrings, and bracelets with masculine Hawaii-inspired designs, made from robust waterproof stainless steel.
• Fine Jewelry Collection Premium fine jewelry (Echtschmuck) made from 925 sterling silver, handcrafted in Germany, representing the highest price tier in the PURELEI assortment.
• Jewelry Box Subscription Recurring Jewelry Box subscription service with 3-month, 6-month, and 12-month tiers delivering curated jewelry pieces, including exclusive edition items, add-on products, and access to a reward shop.
• Gift Cards (Gutscheine) Gift cards (Gutscheine) in denominations starting from €15, offering flexible gifting across the PURELEI jewelry and accessories range.

Quantifiable outcome

• Waterproof guarantee across entire product range
• +4 more outcomes

Segments5 records

Ideal customer profiles4 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Others

• Etsy: Global online marketplace where independent designers sell handmade and personalized jewelry. Relevant as an indirect channel for personalized/custom jewelry demand that PURELEI's LEI system and engraving options also serve.

Direct peers

• Mejuri: Canadian-founded D2C jewelry brand offering fashion and fine jewelry with a strong direct-to-consumer, social-led model and a high-frequency new-drop cadence. Comparable on D2C mechanics and tier mix.
• Ana Luisa: NYC-based D2C jewelry brand focused on sustainable, accessible fine and fashion jewelry. Comparable to PURELEI on direct-to-consumer model, female target, and everyday-occasion positioning.
• Missoma: UK-based digitally native fashion jewelry brand with a strong social/influencer model, layered/stackable pieces, and a similar female-skewing, occasion-driven customer. Closest peer on D2C mechanics and trend-led positioning.
• Pandora: Danish global jewelry company best known for its modular charm bracelet system. The LEI Collection is a direct category analogue to Pandora's core charm business, making Pandora a relevant direct peer on product architecture even though price point and scale differ.
• Astrid & Miyu: UK D2C contemporary jewelry brand combining everyday fashion pieces with a fine-jewelry tier and a physical retail presence. Mirrors PURELEI's tiered assortment and omnichannel D2C strategy.
• Bijou Brigitte: Hamburg-headquartered, listed European fashion jewelry retailer with hundreds of physical stores and a multi-country presence. Most directly comparable to PURELEI on category, price point, and DACH-rooted customer base.

Broad incumbents

• Accessorize: UK-origin fashion accessories and jewelry brand carried in its own stores and department-store concessions. Comparable on trend-led, affordable fashion jewelry and accessories assortment, with broader incumbency.
• Swarovski: Austrian-headquartered global fashion/crystal jewelry and accessories brand with broad retail presence. Operates in the same fashion-adornment category with a wider portfolio and more premium positioning.
• Lovisa Holdings: ASX-listed global fast-fashion jewelry retailer with thousands of stores. Comparable on category and trend-led, low-ASP assortment; broader incumbent in fashion jewelry rather than a direct channel competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCXa1zc34JGzOEaBUhHKA-gA?adb_sid=c883f7d5-eea1-4e6c-bf7c-3c8d478cfd8d
• Facebookfacebook.com/purelei
• LinkedInlinkedin.com/company/purelei
• Instagraminstagram.com/purelei/?adb_sid=c883f7d5-eea1-4e6c-bf7c-3c8d478cfd8d
• Pinterestpinterest.co.uk/purelei_/?adb_sid=c883f7d5-eea1-4e6c-bf7c-3c8d478cfd8d
• TikToktiktok.com/@purelei?adb_sid=c883f7d5-eea1-4e6c-bf7c-3c8d478cfd8d

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PURELEI