Purelei WhatsApp Marketing case study

How Purelei helps its customers with an always-on AI FAQ agent on WhatsApp

90% of all service requests answered automatically

2,000+ FAQ questions resolved every month without human intervention

60% time saved for the customer service team

PURELEI is a fast-growing German jewelry and lifestyle brand, known for waterproof, Hawaii-inspired jewelry that brings the “Aloha way of life” into everyday outfits.

Founded in 2016 by Alisa, Freddy and Etienne, PURELEI has become one of the leading D2C jewelry brands in the DACH region.

Today, PURELEI reaches 200k+ subscribers and generates several million euros in revenue per year through WhatsApp with charles.

“Our WhatsApp FAQ agent with charles takes a huge load off our customer service team. Customers get instant answers, and our colleagues can focus on the conversations that really matter - not on copy-pasting the same replies all day.”

Sarah

Team Lead Customer Service

The Challenge:

How do you make customer service feel personal, on brand and fast with limited staff and resources?

PURELEI's community is highly engaged: new collections, drops, sales and advent calendars trigger spikes in customer questions:

High volume of recurring questions: Shipping status, returns, materials & waterproofness, care instructions, promotions, vouchers.
Strong peaks during campaigns and seasonal moments: Black Week, advent calendars, new collections – all driving spikes in WhatsApp messages.
Limited capacity and no true 24/7 coverage: Customers expect instant replies in messaging apps, not “we’ll get back to you tomorrow”.

Answering the same questions again and again was burning time and attention. PURELEI needed to:

Give customers instant answers, even outside office hours.
Free up team members for complex, emotional or revenue-driving conversations.
Keep the Aloha brand tone in every single interaction.

The Solution:

Partnering with charles, PURELEI implemented an AI FAQ agent on WhatsApp that instantly answers recurring questions and seamlessly escalates to humans whenever needed.

1. Turning PURELEI's know-how into an AI-ready FAQ brain

Together, PURELEI and charles built a structured knowledge base:

shipping rules and countries, return policies, product care, materials/waterproofness, promotions and discount logic, and more.
Brand tone was fine-tuned to reflect PURELEI’s Aloha spirit - friendly, encouraging and clear.
Frequently asked questions were clustered and mapped to answer templates the AI could reliably use.

“What I really like is that the FAQ agent still sounds like PURELEI. We trained it on our brand voice, so automated answers feel like a real conversation with us - not like talking to a help center.”

Laura Lumia-Herr

CRM Manager

3. Fast go-live and continuous optimization:

With content and flows well prepared, PURELEI and charles went from final knowledge handover to the first live conversations in just a few hours.

After launch, the team iterated based on:

Automation rate: share of conversations fully handled by the FAQ agent.
Fallback rate and reasons: when and why chats move to human agents.
Customer feedback: CSAT question and redirect to customer service, if unhappy. If the feedback is positive and the user isn't a subscriber yet, PURELEI asked for an opt-in.

This feedback loop allowed PURELEI to continuously tune answers, routing and coverage.

“Setting up the FAQ agent was surprisingly fast. With the support from charles we went from content handover to live conversations in just a handful of hours.”

Laura Lumia-Herr

CRM Manager

The Impact:

charles and WhatsApp help PURELEI offer a service experience that matches their marketing and their brand: fast, friendly and always available - while keeping the CS team lean and efficient.

In the first few months, PURELEI saw:

90% of all WhatsApp service requests fully answered by the FAQ agent

→ The majority of recurring questions never reach a human.
2,000+ FAQ conversations resolved per month by the agent

→ Thousands of customers get instant answers without ever waiting in a queue.
60% time saved for the customer service team

→ The team spends far less time on copy-pasting standard replies.

“WhatsApp is a multi-million-euro channel for us. Automating FAQs with charles means we can scale revenue and conversations while reducing manual workload at the same time.”

Jessica Hutchinson

Head of Retention

Why charles:

PURELEI chose charles as its WhatsApp partner for three main reasons:

Engagement and interactivity that fit the PURELEI brand
- Conversations and interactions that make PURELEI's customers feel valued, inside the channel they prefer

- From subscriber collection to campaigns and customer service, all touchpoints in one WhatsApp channel - with results visible in real time
A partner who understands their vision and works at eye level
- Strategic sparring on drops, launches and channel development instead of just "software and support"
- Extensive experience with D2C brands that have the highest standards

A platform that is easy to use and built to scale
- Intuitive UI and integrations that let the team be extremely fast in launching or adapting flows or campaigns
- Proven reliability, performance and compliance for hundreds of thousands of subscribers and big sendouts

Together, these give PURELEI the tools to make every WhatsApp interaction count - because it's better to have a conversation.