A Masterclass in Disrupting the Jewelry Industry, Globally

For a fashion brand, winning over its target audience and achieving “it” status can be a challenge. But for those who succeed, it can mean a golden opportunity.

Recognition as a desired brand is a delicate dance: an art form that cannot be faked, whose ethos, aesthetics and values ​​must resonate with customers and come from a place of authenticity.

jewelry brand Mejuri masters all of the above with great momentum.

Co-founded in January 2015 as a direct-to-consumer brand by Noura Sakkijhawho is CEO, and her husband Majed Masad, which is the company‘s COO, Mejuri flipped the script on the jewelry business model by eliminating traditional markup and introducing a new way to position jewelry: as an everyday luxury.

As a third generation jeweler, Sakkijha grew up with an insider’s view of the business. She initially chose an alternative career in engineering and consulting, but as jewelry has always been a passion for her – and is essentially part of her DNA – she decided to give the industry a new starting point. view, the one that redefines the meaning of refined luxury.

“I love being an engineer and I describe myself as an engineer. I don’t see Mejuri as a huge pivot because it’s really a way of thinking – a way of taking on challenges and solving problems,” Sakkijha explains. “There were a lot of exciting direct-to-consumer brands that appeared in every category, but nothing appeared in jewelry. I knew this was my golden opportunity, and that’s why we launched Mejuri in 2015. »

One of the ways Mejuri disrupted the jewelry industry was to change the narrative surrounding jewelry from a gifted object to a gifted purchase: “I would say we’re one of the first brands to say ‘do you buy the jewelry’. So it re-thought our thinking process in terms of brand values ​​and the idea of ​​introducing new products every Monday, because I know the Mejuri woman wants something fresh all the time.

This “drop model” of novelties is well known in fashion, but it was an innovative concept in high jewelry until Mejuri changed the perception of jewelry.

Along with premium materials, quality craftsmanship, and sharp designs, Mejuri has created every marketer’s dream: a collective desire for customers to share their Mejuri items on social media. There is an aura of aspiration to the brand, in which women want to be part of the Mejuri crew. He has managed to stay accessible and inclusive, but there’s an authentic freshness to the brand that’s more about community than artificial allure.

Mejuri is looking to its community to incorporate engaging user-generated content mixed into its own campaigns – for example, in honor of Women’s History Month in March, the brand relaunched its successful “For My Damn Self,” to spotlight independent women engaging in activities that bring them joy on Instagram, while wearing Mejuri. (Since its inception, the brand has had over 130,000 tagged photos to date and a 90% increase in Instagram follower growth since 2019.)

The magic created by Mejuri is a movement, the one where women give themselves (which is inspired by the fact that women make their own purchasing decisions and are fueled by women’s empowerment) and one where fine jewelry is for everyday, not for occasions.

Like Sakkijha says: “Exclusiveness is no longer a prohibitive product in terms of price. This is what our generation is looking for.

One of the ways Mejuri manages to do this is through his tone of voice, which is that of an approachable friend:

“Since we started the company, we said the tone of voice should be: Mejuri is your friend who has fun with you, who knows more about jewelry. We have to be experts in matter, but we are not talking at you. We are not disconnected. We are not above you, we are with you, and so our team has that guideline in terms of creating content – ​​and one of the things that works really well for us is that our team is basically our client,” Sakkijha explains. “The team is diverse and believes in what we believe in, so it becomes natural that we don’t have to create too many guidelines when we hire people who believe in the company’s mission.”

Another element that has worked in favor of Mejuri is the way the brand has grown alongside many of the best influencers in the world, thanks to its arrival on the scene in 2015. This solid influence marketing strategy has turned out to be a key way to contextualize Mejuri’s products.

“We started at the same time as many influencers, so it became a very authentic relationship with our partners. Today, influencer marketing is much more competitive and challenging, and so when we got there at the right time, we built relationships with lots of influencers and we continue to nurture them. (Oprah Winfrey wore her gold hoop with pearl earrings last year and shared the image on Instagram.)

Mejuri has also established a strong IRL presence, with brick and mortar stores in Toronto, New York, Los Angeles, San Francisco (and opening soon in Boston and Austin). Mejuri also ventured into experiential retail with “The Vault” popup, which opened in the Meatpacking District over the holidays, in 2019. The brand also hit an exciting milestone in 2019, when it received a $23 million in Series B financing.

Of course, with ongoing store closures due to COVID-19, Mejuri is focused on its online presence, while supporting the community: it launched an initiative to celebrate the incredible work and dedication of healthcare workers, in which he asked his online community to nominate a healthcare worker in his life who deserves a well-deserved thank you, and would receive his Lotus necklace . The responses have been truly amazing, with over 1,000 submissions on those working on the front lines. The series of nominations continued for Mother’s Day, where Mejuri asked her community to nominate deserving mothers to receive the Solo Diamond bracelet.

Speaking of Mother’s Day, like mother of twins, Sakkijha had to establish certain parameters around her day:

I did my best to strike a balance and make sure I set aside time for work and family while sharing that responsibility with my partner. When I’m with my daughters, I only focus on them; we share quality time together and create great memories. When I work, I only focus on the work. It’s not easy, especially under the current circumstances, but I know I’m not alone and I find strength in knowing that all parents are going through the same difficulties right now. I recommend that we all lean on each other, and remember to remove some of that pressure we put on ourselves to be perfect. Be gentle with yourself!

Maintaining a positive mindset is also a key brand value, which is close to Sakkijha’s heart: “It’s part of Mejuri’s culture, to be positive and to act with a positive intention. I think that helps a lot. Staying positive helped me a lot throughout my business, as did perseverance even in the beginning. You have to work both hand in hand. »

In this new normal, it’s something that has helped bring Sakkijha new perspective:

“Although we are physically apart at the moment in this time of social distancing, I feel that we are all more connected than ever, because it has reminded us not to take anything for granted. As a result, people value the positive things in their lives more, the first being family and loved ones.