Major Shopify redesign and development for Germany-based international jewellery and accessories brand, Purelei.

Shopify Partner
Purelei Hero Image

Project Overview

Exploding onto the e-Commerce scene in 2017, Purelei are a contemporary jewellery, watch and accessories brand that specialise in Hawaiian-style accessories. With a huge social media following and a loyal customer-base, the Purelei team approached BAO for their second major digital project - to redesign and develop their Shopify site just 6 weeks prior to Black Friday.

In Numbers:

  • 4

    Shopify instances for various key marketing territories.

  • 7

    Weeks to launch from project commencement.

  • 300k

    Instagram followers & counting

  • 2nd

    project with client

Design Summary

The Purelei website is a showcase for the company's Hawaiian-inspired aesthetic and ethos - so we designed a visual experience that is open, uses a soft, fresh colour palette and communicates a youthful vibrancy that resonates with their major audience demographics. Social media is a huge traffic driver for the business - so it was key to put together a design that is as sophisticated and customer focused on mobile as it is on desktop and tablet devices.


Purelei Home 2


Purelei Collection 3


Purelei Product 3

Mahino Club

Purelei Mahino Club 2

Mobile design

The Purelei site has an enormous mobile traffic count which far outstrips it's desktop counterpart. Running large-scale, high-budget social media market campaigns drives huge volumes of customers to the site - all of who expect a flawless mobile experience and a rapid, simple checkout pathway.


Amazing and super efficient team. We had the pleasure to work with them as a shopify Plus store. If you are looking for an agency to get your new site going, don't hesitate to contact them. Highly recommended!

Frederik Jahnke - Fouder @ Purelei

Technologies and providers

We use some of the Internet's most popular and powerful software technologies to help independent merchants compete in the major leagues of e-Commerce.

  1. Logo 0023 Shopify Plus Logo 2

    Shopify Plus is Shopify's enterprise eCommerce platform for large and growing online stores and brands. It's a hosted platform - customised, staffed, and positioned for large, demanding brands.

  2. Logo 0022 Scw Foursixty

    Foursixty allows Shopify merchants to turn Instagram content and UGC into shoppable galleries and other channels, track influencers and gifting programs, secure the rights to UGC, and get advanced Instagram insights and analytics.

  3. Logo 0018 Paypal

    PayPal is a worldwide online payments system that supports online money transfers and serves as an electronic alternative to traditional paper methods - like cheques and money orders.

  4. Logo 0014 Transportr

    Transportr makes creating, editing, managing and monitoring Shopify redirects hassle free. It's a key tool for successful launches, relaunches and site restructures.

  5. Logo 0016 Klarna

    Klarna is one of Europe’s largest banks and provides payment solutions for 60 million consumers across 100,000 merchants in 14 countries. Klarna offers direct payments, pay after delivery options and instalment plans in a smooth one-click purchase experience that lets consumers pay when and how they prefer to.

  6. Logo 0021 Shopify Reviews

    Shopify Product reviews allows you to add a customer review feature to your products. This provides a way for your customers to engage with you, as well as each other to encourage sales.