Toronto-based fine jewellery brand Mejuri has expanded its Canadian retail footprint with the launch of a new store at CF Carrefour Laval in Laval, Quebec. This marks the company’s 41st store globally and continues its strategy of establishing a presence in key shopping destinations.
The opening aligns with Mejuri’s focus on increasing accessibility for customers in the Greater Montreal area. CF Carrefour Laval, one of Quebec’s major retail centres, attracts a high volume of both local shoppers and visitors, making it a strategic location for the brand’s physical expansion.
Retail Experience and Store Features
The Laval store includes the Mejuri Ring Bar, an area where customers can try on and personalise jewellery selections. The store also features a piercing studio and incorporates design elements such as a textured plaster wall and tile finishes. Large-scale imagery and illuminated graphics are part of the store’s layout.
Omnichannel Growth and Expansion Strategy
Founded in 2015 by Noura Sakkijha and Majed Masad, Mejuri has positioned itself as a fine jewellery brand that promotes self-purchasing rather than traditional gifting. The brand has integrated online and offline retail strategies, using social media and influencer marketing to engage customers while continuing to invest in physical locations.
The Laval store follows the opening of Mejuri’s Square One location in Mississauga, Ontario, in November 2024. With nine Canadian stores and additional locations in cities such as New York, Los Angeles, London, and Sydney, Mejuri continues to expand its international presence.
Industry Impact and Retail Trends
Mejuri’s expansion into physical retail aligns with a broader trend of online-first brands opening stores to complement e-commerce. For jewellers, the brand’s approach highlights the growing emphasis on omnichannel retail, blending online and in-store experiences to reach customers effectively.
By incorporating features such as the Ring Bar and in-store piercing studios, Mejuri is adopting a retail model that integrates personalisation and customer interaction. As consumer preferences shift, jewellers may explore similar strategies to enhance engagement within their own stores.
