PURELEI was founded in 2016 by Alisa, Freddy, and Etienne, inspired by Alisa’s first trip to Hawaii and the unique spirit of the islands. The brand name combines “pure” with “lei,” the iconic Hawaiian flower garland, symbolizing a pure way of life and the Aloha spirit. Inspired by Hawaii and its positive lifestyle, PURELEI creates waterproof, durable jewelry and lifestyle products designed to bring joy, confidence, and a touch of island feeling to everyday life. Today, PURELEI is one of Germany’s fastest-growing e-commerce brands, empowering a vibrant community through positivity, self-expression, and the Aloha way of life.