Jewelry & Accessories DTCScaled experimentation beyond internal capacity. 32 experiments, 22 winners, and a 69% win rate for a €60M+ jewelry brand.
A free 30-minute call with the team. That's it.
The short version
Purelei was already a €60M+ jewelry and accessories brand with strong aesthetic demand, frequent product drops, and a lean ecommerce team. The bottleneck was not brand desire. It was the lack of a structured research and testing engine that could separate high-value ideas from opinions. DRIP built that capability: research on why people bought, tests running in parallel, and a roadmap that re-ranked ideas after every result. Across 32 experiments, 22 became winners, creating a 69% win rate and €3.7M in additional revenue.
The testing engine produced €3.7M in additional revenue from 32 experiments and 22 winners.
Purelei is a fast-growing German jewelry and accessories brand with a strong community, frequent collection launches, and a distinctive lifestyle identity inspired by Hawaii.
The brand had the kind of visual demand many ecommerce teams try to manufacture: shoppers were drawn to new drops, curated sets, gifts, advent calendars, and waterproof everyday jewelry. Style, novelty, progress and belonging came up again and again in the research.
That made the commercial question more specific: how much more revenue could Purelei capture if the buying experience matched the strength of the brand desire?
Purelei had a lean internal team focused on trading, campaigns, products, and brand. CRO was valuable, but the team did not have enough bandwidth to run a high-quality research-to-test pipeline in-house.
The research showed a clear tension: aesthetic appeal and waterproof durability were strong buying motivations, but operational friction around delivery, returns, support, and decision overload could suppress conversion.
The page experience also carried a subtle risk. Premium jewelry shopping depends on focus, desire, trust, and gift confidence. Extra overlays, unclear checkout progress, or too many product-selection paths can reduce the very emotion that made visitors interested.
Our process
DRIP's method in three steps, and what each step looked like at Purelei.
Step 1
We studied why shoppers wanted Purelei before deciding what to test.
Step 2
Each result sharpened the next roadmap decision.
Step 3
Tests shipped where a lean team could get measurable leverage quickly.
Step 1
We studied why shoppers wanted Purelei before deciding what to test.
DRIP's research combined driver scoring, feature extraction, buying motivations, and emotional journey analysis. The consistent pattern was clear: shoppers were pulled in by beauty, novelty, waterproof everyday use, and gifting, but they needed a calmer, more reliable path to purchase.
The best test ideas were not cosmetic. They protected aesthetic desire while reducing the operational doubts that made purchase feel risky.
01
Separate product desire from buying anxiety.
02
Quantify which motives should shape hypotheses.
03
Map insights to PLP, bundle, checkout, and subscription tests.
Step 2
Each result sharpened the next roadmap decision.
Prioritization balanced revenue exposure, confidence from research, ease of implementation, and learnings from previous tests. That made the program practical for a team that could not afford a bloated experimentation process.
The win rate improved because ideas were filtered before they consumed traffic, design, or development time.
01
Rank by evidence, reach, effort, and expected learning.
02
Move from obvious friction to deeper behavioral tests.
03
Use each winner and loser to improve the next sprint.
Step 3
Tests shipped where a lean team could get measurable leverage quickly.
The program focused on high-traffic surfaces and clear mechanisms: reducing PLP clutter, improving gifting decisions, clarifying checkout progress, and making curated offers easier to understand.
Velocity came from narrow hypotheses and strong design constraints, not from random design churn.
01
Tie every variant to a research-backed mechanism.
02
Keep implementation scoped enough for continuous testing.
03
Measure ARPU, conversion, and segment behavior.
DRIP's research separated what shoppers loved about Purelei from what made them hesitate. The strongest purchase motives were visual identity, waterproof durability, and gifting, while the strongest blockers were service, delivery, and return confidence.
Shoppers needed confidence that the jewelry would survive everyday wear and keep its finish.
The brand world and collection design created the initial emotional pull.
A high-desire purchase still needed confidence that problems would be handled clearly.
Curated gifts lowered choice overload and made the purchase easier to justify.
The brand had to stay expressive while choosing and checking out got simpler.
Quality and gift value belonged closer to the decision points.
The buying path had to create confidence without cluttering the aesthetic.
Novelty, durability, service and value mattered differently depending on expectations.
The real control, variant and result screenshots behind each test.
Test 1 of 3
The PLP quick-shop overlay looked convenient, but it competed with browsing and created shallow product decisions. Removing it simplified the grid and moved shoppers toward richer product detail pages.
Test 2 of 3
A curated Birthday Box reduced gift assembly effort. Instead of asking shoppers to choose multiple separate products, the bundle framed the purchase as a complete, thoughtful gift.
Test 3 of 3
Checkout progress cues reduced uncertainty at a high-intent step and helped shoppers understand how close they were to completion.
Across 32 experiments, 22 produced statistically significant winners. That 69% win rate came from strong pre-test filtering: the team was not simply testing more, but testing ideas with better evidence.
The program generated €3.7M in additional revenue for Purelei while letting the internal team stay focused on brand, product, and trading priorities.
The deeper value was capability. Purelei gained a structured experimentation system without needing to build and manage a full internal CRO department.
Purelei shows that brand strength does not remove the need for CRO. It makes CRO more valuable because every hidden friction point taxes demand that already exists.
For visual, community-led brands, the best tests often protect emotion rather than stripping it away. The goal is not to make the shop feel generic. The goal is to make the next purchase decision feel obvious and safe.
Book a call with the team and tell us about your shop. We'll talk through where it stands, where you want it to go, and how we'd get you there. If working with us isn't the best return on your money, we'd tell you rather than take it.
30 minutes, and you'll know exactly where your shop stands.
