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As part of an ongoing series, Insider Picks features products or stores poised for big things. The subject of this spotlight is a direct-to-consumer fine jewellery company called Mejuri.
Most women associate getting fine jewellery with special occasions, like anniversaries, engagements, and birthdays.
But that doesn’t have to, and frankly shouldn’t, be the case if you ask Noura Sakkijha and Justine Lançon, the cofounders of Mejuri, a Toronto-based jewellery startup.
Sakkijha and Lançon launched Mejuri in early 2015 with the idea that women don’t need to wait for someone else to give them fine jewellery; instead, they wanted to put the purchasing power in the hands of women, giving them the opportunity to buy contemporary, fine jewellery for accessible prices.
“We wanted to create a class of jewellery for women who shop for themselves the way they shop for their shoes and bags,” Sakkijha told Business Insider. “Women don’t want to spend their whole paychecks on high-quality jewellery; they want to have a choice to buy high-quality, non-overpriced jewellery for their day-to-day lives. And we are giving them that choice.”
Women currently account for 89% of the company’s transactions. As a woman, I totally get why it’s resonating with this demographic so well.
The jewellery market looks crowded, but if you pay close attention, it’s mostly divided into very classic and expensive fine jewellery or affordable costume jewellery that won’t last. Women want something in the middle, and Mejuri fills the gap with its delicate collection of rings, earrings, necklaces, and bracelets, which retails for as low as $US25 for a solid gold stud to as high as $US325 for a solid gold evil eye necklace.
To that end, Sakkijha and Lançon told me Mejuri has already exceeded over 1 million dollars in year two of operation and reports 20-30% of monthly transactions are from repeat customers. “We’ve established a great level of loyalty with customers in a product category that is perceived as a non-frequent purchase,” said Lançon.
The company’s direct-to-consumer business model, which allows it to keep price markups low, and its commitment to customer service are largely to credit. Since launching, Mejuri has relied heavily on customer feedback to improve its jewellery.
“We involve our customers in product feedback, since this helps in the evolution of our quality and choosing what we introduce to the market,” Sakkijha and Lançon told me. “We also give them the ability to reach out to us via email and text, and will be integrating more and more technology to speed up our response times. We’re really driven to provide a luxury experience to every single customer.”
After getting to wear a few pieces from Mejuri’s current fine jewellery collection for a few weeks, I’d recommend the company as one of the best places to buy fine jewellery online. Not only is Mejuri constantly putting new pieces into production (it’s established a lean and quick supply chain that allows it to get products from concept to store in 3-4 weeks), its message, high quality, and transparent prices are all things I can get behind.
The company sent me a pair of hoop earrings ($US125), choker-style necklace ($US255), and ring ($US170) so I could get a sense of the jewellery’s overall quality, and each piece feels and looks a lot nicer than its price suggests. They’re my new everyday go-tos, and I’m already eyeing a couple other pieces I want to eventually buy for myself.
Mejuri is smart addition to the jewellery market and one that’s going to be great for customers, be they women who are shopping for themselves, or people who are looking to find great gifts for the women they love that don’t put a huge dent in their wallets.
Have a closer look at some of my favourite jewellery from Mejuri below:
The Insider Picks team writes about stuff we think you’ll like. We aim to highlight products and services you might find interesting, and if you buy them, we may get a small share of the revenue from the sale from our commerce partners, including Amazon. Jeff Bezos, CEO of Amazon, is an investor in Business Insider, the US partner of BI Australia’s publishing company Allure Media, through his personal investment company Bezos Expeditions.
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