DTC jewelry brand Mejuri plans to operate 22 brick-and-mortar stores by December

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Noura Sakkijha, CEO of Mejuri, grew up in the jewelry industry. Indeed, she says, “My name is actually synonymous with jewelry.” But she was not destined to follow in the footsteps of her family members. Sakkijha has formulated his own ideas about selling jewelry, and they are radically different from the traditional approach of a consumer sitting across from a salesperson with the salesperson handing out jewelry in a locked display case and placed on black velvet.

Sakkijha wanted to eliminate the barriers that stand between traditional jewelry stores and their customers. In other words, she wanted to liberate the products, present them in the open air where consumers can smell them, touch them and try them at their leisure. Heresy, in the family of Sakkijha.

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

“Naturally, I got to know the ins and outs of the business, and that gave me an edge on what I like and dislike about the approach,” Sakkijha said. “I have formulated my opinions on what I like and what I don’t like. What I don’t necessarily like is the approach. When I first started thinking about fine jewelry, what we were always taught was that it’s high-end, exclusive, and usually bought as a gift, that men buy for women, and usually you wear it on occasion. ”

Mejuri resonates with consumers. The brand exceeded financial targets in the retail channel by 179% for January and February 2022, and found that the average volume of in-person orders increased by 17% compared to digital purchases. The company will grow its own retail footprint from 11 physical stores at the start of the year to more than 22 stores by the end of 2022. Retail accounted for 5% of Mejuri’s revenue during store openings in 2019 and today it represents 30%.

Mejuri was founded to change the paradigm of traditional shopping trends in the fine jewelry industry, empowering people to buy for themselves 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 its highly engaged community, which boasts 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 to support higher education for underrepresented women and non-binary people and has invested over $288,000 to date.

“It’s the premise of high jewelry, and whether you’re a mom and pop boutique or a big brand, there’s a lot of marketing for women, which I thought was very dated,” Sakkijha said. . “Everyone in my life is earning disposable income and making good decisions. Why are we still stuck in this 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 buy jewelry for yourself, and they didn’t have a specific brand. At that time, there were a lot of amazing brands popping up in clothes, shoes, and children’s wear, but nothing in jewelry. So it was kind of an opportunity.

Store openings are scheduled for Yorkdale in 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, UK TBD.

“Sakkijha has an incredible career trajectory,” a spokeswoman said. “She comes from a family of third-generation jewelers, who studied engineering and then saw an opportunity to democratize a globally fragmented industry and create 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. Carefully curated with a mix of boutique fashion, restaurants and chef-led services, Montrose Collective is a lifestyle project created to embrace the energy and inclusivity of the neighborhood.

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

The brand’s warm, neutral aesthetic creates a warm, inviting environment that complements and enhances the jewelry. The space echoes the decor of Mejuri’s ten existing stores in North America and the UK with custom modular mirrors, millwork and jewelry displays, all designed in-house.

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

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