DTC Fine Jewelry Brand Mejuri, Plans To Operate 22 Brick And Mortar Stores By December

Noura Sakkijha, CEO of Mejuri, grew up in the jewelry business. Indeed, she said, “My name is actually synonymous with jewelry.” But she wasn’t destined to follow in her family members’ footsteps. Sakkijha formulated her own ideas about selling jewelry, and they’re radically different than the traditional approach of a consumer sitting opposite a sales associate with the sales person doling out pieces of jewelry from a locked glass case and placed on black velvet.

Sakkijha wanted to eliminate the the barriers that come between traditional fine jewelry store and their customers. In other words, she wanted to liberate the products, showcasing them out in the open where consumers can feel them and touch them, and try them on to their heart’s content. Heresy, in Sakkijha’s family.

Merjuri, Sakkijha’s retail concept has been flipping the script on fine jewelry sales. The category-defining DTC fine jewelry brand, has sold 3 million pieces of jewelry since its inception, and is getting ready to unveil its 11th brick and mortar location in Houston.

“Naturally, I’ve known the ins and outs of the business, and that gave me an advantage about what I like and don’t like about the approach,” Sakkijha said. “I’ve formulated my opinions on what I like and don’t like. What I don’t necessarily like is the approach. When I started to think about fine jewelry, what we’ve always been taught is that it’s a high-end product, exclusive and typically it’s bought as a gift, for men to buy for women, and typically, you wear it on occasions.”

Mejuri is resonating with consumers. The brand was 179% over financial targets in the retail channel for January and February 2022, and has found that average order volume increases in person over digital purchases by 17%. The company will increase its own retail footprint from 11 brick and mortar stores at the beginning of the year to over 22 stores by year end 2022. Retail made up 5% of Mejuri’s revenue when they first opened stores in 2019 and today it makes up 30%.

Mejuri was founded to shift the paradigm of traditional purchasing trends in the fine jewelry industry, empowering people to buy for themselves for every day. The company pioneered the ‘drop’ model in the fine jewelry industry and refreshes its collections weekly.

The brand’s success is inextricably linked to the its highly engaged community, including over one million Instagram followers. The brand is worn by celebrities such as Selena Gomez, Lizzo, Justin Bieber, Ariana Grande, Oprah, Bella Hadid, Billie Eilish and Rosie Huntington-Whiteley, among others.

In 2020, the brand launched The Mejuri Empowerment Fund in support of higher education for underrepresented women and non-binary individuals and has invested more than $288,000 to date.

“This is the premise of fine jewelry, and whether you’re a mom and pop shop or a big brand, there is a lot of marketing to women, which I thought was very dated,” Sakkijha said. “Everybody in my life is making disposable income and making good decisions. Why are we still stuck in that narrative.

“I decided not to work in the family business, so I studied engineering,” Sakkijha added. “I moved to Canada and worked in consulting and got my MBA. All around me, friends were spending their disposable income. I asked them where do you want to buy jewelry for yourself, and they didn’t have a specific brand. At that time there were a lot of amazing brands that were popping up in apparel and shoes and kids’ wear, but nothing in jewelry. So that was sort of the opportunity.”

Store openings are planned for Yorkdale, September; Chicago September; Ossington, October; San Jose, October; San Diego, October; Montreal, October; Calgary, November; Williamsburg, November; Boston, November; Bethesda, November; Flat Iron, December, and Covent Garden, U.K. TBD.

“Sakkijha has an incredible career trajectory,” said a spokeswoman. “She comes from a family of third generation fine jewelers, who studied engineering and then saw an opportunity to democratize a globally fragmented industry and carve out a new category of inclusive and accessible fine jewelry.”

The brand chose to open in the Montrose Collection in Houston, which is a creative canvas located in the heart of the city’s most culturally electric neighborhood. Thoughtfully curated with a mix of boutique fashion, chef-driven eateries and services, Montrose Collective is a lifestyle project created to embrace the energy and inclusiveness of the neighborhood.

Exquisitely designed, yet playful, the space is crafted in natural tones, with light wood with touches of gold. Inspired by the tree-lined streets surrounding historic neighborhood, an illuminated oak slat wall with trailing greenery is incorporated into the space.

The brand’s signature warm-neutral aesthetic creates a warm and welcoming environment that compliments and showcases the jewelry. The space echoes the décor of Mejuri’s existing ten stores across North America and the U.K. with custom modular mirrors, millwork and jewelry displays, all designed in-house.

The Style Bar, located in the heart of the space, allows customers to connect with Mejuri’s experienced stylists to gain counsel on the delicate art of layering jewelry. Intimacy is evoked by having the collections displayed within reach on ring bars and necklace wall displays, as if you were trying on a friends’ personal collection.

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