Fine jewellery is certainly a worthwhile treat, but let’s face it, not all of us have the dough to treat ourselves or our loved ones with a beautiful and lovingly crafted piece, made from precious metals and gemstones. But what if we took the middleman out of the equation, and said jewellery went directly from the manufacturers straight to us, the consumers? Enter Mejuri, the Toronto-based label that’s about to update your jewellery collection in a whole new affordable and meaningful way.
Making gorgeously on-trend, delicate pieces from only the finest and ethically-sourced materials, Mejuri is finally making luxury affordable. Case in point, a diamond ring that would traditionally cost $450 USD at a fine jewellery retailer is only $175 USD at Mejuri. And not only is the jewellery beautifully designed and priced fairly, we hear Sarah Jessica Parker is a fan, too.
To learn a bit more about the lovely Canadian brand, we spoke to CEO Noura Sakkijha and Creative Director, Justine Lançon.
The concept behind accessible pricing and cutting out the middleman to provide luxury jewellery to more people is genius. How did you come up with it, and can you explain how it works?
Noura: As a third-generation jeweller, I grew up seeing the traditional fine jewellery industry, and as a millennial, I thought that the industry was too traditional for our generation. I wanted women to shop for fine jewellery as they would shoes or a bag, as opposed to waiting to be gifted on occasions. Our community is primarily women, purchasing for themselves and investing in their own collections, and over 40% of our revenue comes from repeat purchasers.
Noura: We have a direct-to-consumer business model and our jewellery is hand-crafted by expert manufacturers. Thanks to this process, we do not mark up our jewellery 8-10x like traditional jewellery brands, so we are able to sell directly to our customers and pass these savings onto them. Our jewellers follow ethical processes in both material sourcing and production, and we are so proud of these values that we believe are central to Mejuri.
Describe the Mejuri woman.
Justine: As a brand, we don’t take ourselves too seriously, but we do take our work seriously. We’re fun and clever, and this is who our customer is, too.
Has anyone worn Mejuri that has made you really excited?
Noura: Sarah Jessica Parker is a fan of our stacking rings, and as a team that watched Sex and the City, that’s obviously exciting.
Do you have a favourite collection?
Noura: UAF is an organization doing work we’re incredibly passionate about, empowering female and LGBTQI + activists globally. As a company that’s 75% women, we are always looking to foster empowerment both within our organization and have a global impact as well. Our community’s contributions have made significant impacts in India, Sri Lanka, Yemen and Russia; for security, legal assistance and education.
If someone could only pick one piece from Mejuri, which one should it be and why?
Justine: Our Diamond Necklace – it’s an essential piece that you never want to take off when you try it. When you wear it alone, it’s almost a part of you and when layered it adds a subtle pop.
Your designs are always so well thought-out and special (from layerability to personalization). Can you talk us a bit through the design process, from inception to creation? Are there certain pieces that have some sentimental meaning/or interesting stories behind them?
Justine: Our design inspiration is always organic and community-centric; we design products we, our friends and our community would actually wear. It’s casual enough for everyday, but luxurious. Designing for us is a continual process, since we release pieces every Monday. We’re both observers by nature, so we’ll watch and listen to our community; friends, team members and customers all inspire our future designs.
Justine: Instead of designing seasonal collections with a theme that’s usually abstract and disconnected from the end consumer, we always consider how our community will wear our pieces. For instance, in Spring you’d layer your necklaces with a button down, and in summer you’d want 14K pieces so you can swim with them. We’ll also think of designs in the contexts of particular moods; for example, our Boyfriend Edition is the complement to boyfriend denim, something that’s already a natural fit in our wardrobes.
Any plans to be stocked in brick and mortar stores?
Justine: We will always be a direct-to-consumer brand, and have no plans to sell wholesale. We do, however, have plans to open showroom spaces this year; we see our future as continuing to be digital with more IRL community engagement.
What’s next for Mejuri?
Noura: We will continue to launch weekly collections, handcraft our products and incorporate our community wherever we can. We’re growing exponentially so we’re building our Toronto team and exploring new ways to connect with our community – and the rest is a secret!
WHO IT’S FOR:
Stylish people who want beautiful and ethically-sourced jewellery at a fair price.
$25 (for a solid 14k yellow gold hoop) to $489 (for a solid gold 14k ring with 15 diamonds).