Mejuri has announced the opening of a new store at Square One Shopping Centre in Mississauga, marking its continued expansion in Canada.
The brand, founded in 2015 by Noura Sakkijha, has made a significant impact in the jewellery market with its focus on affordable luxury and minimalist designs.
Mejuri’s Growth in the Jewellery Market
Mejuri, which began as an online-only retailer, has steadily grown its physical presence, with 29 stores now spread across Canada, the United States, and the United Kingdom. This latest addition in Mississauga reflects the brand’s ongoing strategy to bridge the gap between online and in-store experiences for its customers.
Since its founding, Mejuri has gained attention for its focus on accessible pricing and quality, appealing to customers interested in jewellery they can wear daily. The company’s collections primarily feature minimalist designs crafted from materials such as 14k solid gold, sterling silver, and diamonds. Popular items include rings, necklaces, earrings, and bracelets.
A Shift in Jewellery Retail
CEO Noura Sakkijha, who is part of a family with three generations in the jewellery industry, has positioned Mejuri as a disruptor in the market. Rather than focusing on traditional gifting models, the brand encourages self-purchasing. As Sakkijha explains, “At Mejuri, we’re shifting the focus from traditional archetypes of gifting to buying jewellery for your damn self.”
This strategy reflects wider shifts in consumer behaviour, as more customers are prioritising self-expression and personal investment. Mejuri’s approach appeals to those who purchase jewellery for themselves rather than as gifts.
Future Prospects
As Mejuri continues to grow, its approach to blending digital and physical retail offers valuable insights into the future of the jewellery industry. Jewellers looking to remain competitive may benefit from examining similar strategies, particularly those that involve creating direct connections with consumers through both online engagement and in-store experiences.
For jewellers, Mejuri’s growth points to increasing demand for affordable, minimalist jewellery. It also highlights the need to engage with younger, self-purchasing consumers who prioritise self-expression over traditional jewellery choices.
