When a drop goes live, everything is decided in a matter of minutes. Nina Alwina shows how, in that moment, no purchase interest is lost.

Nina Alwina – genuine second-hand gold jewellery

Nina Alwina stands for genuine, pre-owned gold jewellery: honestly curated, without mining new resources – and every piece one of a kind. Founded by Janina Pölking, the brand delivers what was missing before: trustworthy second-hand gold jewellery with a right of return, fair prices and style. Real gold holds its value and is made to last for generations – Nina Alwina makes it accessible, without greenwashing.

"I hope you find a piece here that writes history with you." Janina Pölking, Founder & CEO of Nina Alwina

The drop principle: first come, first served

New stock arrives at Nina Alwina in drops: as soon as a new collection comes in, it is published as a drop – first come, first served, announced by email and across the social media channels. In a short window, this creates a spike in attention, questions and purchase interest. And because every piece is one of a kind, every minute counts.

The challenge: demand spikes at every drop

During a drop, many enquiries arrive at once – about availability, material, condition, size, shipping and returns. At the same time, prospects need to be captured before a piece sells out or the moment passes. By hand, that is barely manageable at peak.

The solution: HeroChat accompanies every drop

During drops, HeroChat captures new leads, answers questions automatically and adds prospective buyers with clear intent to a waitlist – ready to be notified at the next drop. That way no interest goes unused, even when a piece has just sold out.

What HeroChat handles during a drop

  • Capture new leads in real time during the drop.
  • Answer product questions automatically – material, condition, returns, shipping.
  • Add prospective buyers to the waitlist.
  • Notify them automatically for the next drop.
  • No interest is left behind – even for sold-out pieces.

The result

Every drop turns concentrated attention into captured leads and a growing waitlist. Prospects get answers instantly, and Nina Alwina builds an audience that is already waiting for the next drop – relationship instead of one-off purchase.

This case study is based on information from Nina Alwina and serves to illustrate the use case.

Lose no lead at your next launch either?

Try HeroChat for free – capture leads, answer questions automatically and build waitlists.

Try for free