Purelei

PURELEI is a German-born jewellery brand that incorporates Hawaiian inspiration into its designs. That means bright beach atmosphere, casual style and a sense of timeless aloha spirit. What began as a small Shopify shop in 2016 has grown into a global player with thousands of fans — and critics. That’s why we get to the bottom of it: history, products, quality, sustainability, user reviews and whether PURELEI lives up to the hype.

If you’ve ever scrolled through Instagram and seen those delicate gold chains or wavy pendants, you’ve probably come across PURELEI. The company is known for waterproof jewellery, social media marketing and influencer partnerships.

The PURELEI Story

Hawaiian Roots — in Germany

PURELEI was founded by three people: Alisa Jahnke (the visionary who fell in love with Hawaii during a semester abroad in 2012) and partners Etienne Espenner and Frederik Jahnke. The name PURELEI is a combination of “Pure” and “Lei”,” the legendary Hawaiian flower garland. Even though the company is headquartered in Germany, the heart of the brand lies on the other side of the Pacific and picks up on themes such as surf culture and island life.

Rapid Growth

They started at the end of 2016 with a simple Shopify shop and an Instagram account. By early 2018, all three co-founders were fully immersed in PURELEI, leaving other projects behind to cater to the growing demand for island-inspired arm jewellery (their initial product focus). Since then, the brand has grown into a multi-million dollar company with over 100 employees and an international customer base.

Products

PURELEI now offers an extensive selection:

• Necklaces with adjustable lengths
• Earrings, from studs to hoops
• Rings (stackable, statement, etc.)
• Watches in minimalist Hawaiian-inspired styles
• Fine Jewelry using recycled precious metals

One standout feature is their waterproof design. You can theoretically wear these pieces into the ocean, shower, or hot tub without worrying about tarnishing or discoloration. That’s a big selling point for anyone leading an active lifestyle.

On average, PURELEI launches 3 to 4 new products on the market every month. Some of these revolve around special themes (Mother’s Day, Women’s Day) or collaborations that utilise influencer marketing. This fast-paced strategy keeps the community on its toes and reflects the brand’s Instagram roots.

Quality and Sustainability

Materials

PURELEI predominantly uses stainless steel coated with an 18K gold alloy. According to the brand:

• Rust-resistant: Stainless steel holds up well against corrosion (important for “waterproof” claims).
• 100% Recyclable: Reduces environmental impact by reusing metal scraps.
• Durable: It’s less prone to dents or breakage compared to softer metals.

The Fine Jewellery collection is made from recycled silver that is produced in Germany under the certification of the Responsible Jewellery Council (RJC). That is a reassuring detail if you are concerned about the ethical sourcing of metals.

Durability

Stainless steel coated with gold is inherently more robust than cheap copper or brass parts. However, the coating can fade or tarnish over time as it wears away. Overall, the brand’s choice of materials — mainly stainless steel for the everyday products and recycled silver for the fine jewellery pieces — strikes a good balance between aesthetics, price and durability.

Eco Footprint

PURELEI stands for an “island lifestyle” and has therefore incorporated social responsibility initiatives: from beach clean-ups to environmental protection organisations. The brand emphasises minimal packaging and tries to limit returns to reduce emissions. Some customers love this approach, others find it annoying, especially when they realise that returns are not free or easy (more on this in the reviews section).

Marketing and Brand Presence

Social Media Power

PURELEI’s marketing success is primarily due to Instagram and TikTok. They utilise influencer support, behind-the-scenes product launches and user-generated content to foster a close-knit community. That’s why they can launch new products every month and still get people excited.

Pop-Up Stores

Before COVID, PURELEI experimented with pop-up experiences to give fans a physical place to see the items in person. While e-commerce is still the be-all and end-all, PURELEI will likely continue to experiment with in-person experiences (such as the new shop in Munich) to build brand loyalty.

Smart E-Commerce Tactics

PURELEI frequently uses:

• Pre-sales: Letting VIP customers or app subscribers get early access
• Countdown timers: Creating urgency around product drops
• Tiered shipping discounts: Incentivizing bigger orders

This approach maintains the brand’s momentum, even in a crowded online jewellery market.

Reviews Overview

Below you will find a brief overview of user feedback — the good, the bad and the in-between. These reviews come from real customers from different countries and time periods.

Positive Feedback

• Waterproof Claims Hold Up: Multiple customers (e.g., “asya” from the Netherlands, “CD” from Germany) praise the durability, saying they wear PURELEI pieces daily with zero tarnish.
• Customer Service (When It Works): Some shoppers rave about quick replacements for defective items or fast answers to queries. For example, “Diana” from Italy received a prompt replacement after a defect complaint.
• Advent Calendars: A few people (like “Anastasiya” in Poland) loved the surprise factor and quality of each item inside. They say it’s worth the cost if you want multiple jewelry surprises at once.

Negative Feedback

• Returns and Refunds: Several 1-star reviews highlight issues with returning items, especially Advent Calendars. “Simone” from the Netherlands had trouble figuring out how to ship a return. “Ayesha” from Pakistan waited over a week for a new return code that never arrived. “Lorenza” in Italy mentioned waiting two months for any response.
• Customer Support Delays: “Linda Thomason” in the US and “Alex” in Germany both lamented shockingly slow email replies, sometimes up to two months.
• Wrong or Broken Items: A few upset buyers got tangled necklaces or the wrong Advent Calendar kit. They say that’s “frustrating but fixable” if you can actually reach support.
• Quality Concerns: Rare but present. “As Ng” in Norway and others mentioned tarnishing or discoloration that set in quickly, suspecting the plating might not always be consistent.

Recurring Themes

1. Excellent when everything goes right: People love the product design, the brand story and the fact that the parts are often robust.
2. A disaster if you have to return: The free return policy doesn’t apply, and shipping can be expensive. In addition, communication can be very slow.
3. Double-edged sword: Those who like the items love them; for those who don’t like them or get the wrong set, returns are a nightmare.

General Impressions

PURELEI is the epitome of “tropical sun and casual everyday wear”. If you like to wear gold chains on top of each other or combine dainty rings with casual outfits, their aesthetic is just right. It’s also refreshing that they’ve gone to the trouble of making sure their jewellery is waterproof. This is a big plus for people who lead an active lifestyle or don’t want to take their jewellery off every time they wash their hands.

On the other hand, the rapid expansion of the brand may have overtaken the customer service infrastructure. For a brand built on the momentum of social media, scaling can sometimes lead to errors in returns, refunds and communication. If you rarely return items and are comfortable with the brand’s disclaimers, you probably won’t mind. But if you value hassle-free returns or immediate support, it may not be quite so ideal — especially in certain countries where shipping costs are high and returns are not free.

However, considering how many people wear PURELEI every day without issue, the product seems to be well received overall. The brand’s philanthropic commitment, RJC certification for fine jewellery and environmental awareness give it an added ethical appeal. Some might wish for more transparency in the details of the supply chain (e.g. where everything is made), but the brand is more open in this regard than many of its competitors in the mid-range jewellery segment.

Final Verdict

PURELEI has carved out a unique niche at the intersection of affordable, beach-inspired jewellery and clever social media marketing. The monthly product announcements, waterproofing and philanthropic approach set the company apart from a very crowded market. If you’re the type of shopper who loves trendy designs, is happy to support a brand with some environmental awareness and doesn’t mind the occasional struggle with less-than-stellar customer service or difficult returns, you’ll probably find a lot to like.

However, if you value free returns and instant support, or if you distrust brands that rely heavily on social media hype, PURELEI could test your patience. Like many fast-growing companies, PURELEI is still ironing out operational issues. On the other hand, thousands of customers praise the style, durability and overall “fun factor” of the brand’s products.

Who It’s For:

• Trend-conscious shoppers looking for breezy, island-inspired pieces that they can wear every day.
• People who appreciate a mix of fashion and (a certain degree of) sustainability, especially in the Fine Jewellery line.
• Anyone looking for an Instagram-ready brand with regular new releases.

Who Might Pass:

• Customers expecting a no-hassle, free returns experience.
• Those who prefer immediate or robust customer service.
• Shoppers who want purely classic or timeless designs without monthly hype drops.

Created: 21 May 2019
Updated: 4 March 2025
Nick Oscar