Mejuri
Mejuri is a Toronto-based direct-to-consumer fine jewelry brand selling handcrafted everyday pieces from $68 to $998 through Shopify-powered e-commerce, 37 retail stores across North America, Australia, and the UK, and a wholesale partnership with Holt Renfrew. It serves millennial and Gen Z women seeking accessible, sustainably sourced gold and silver jewelry.
- Company typePrivate
- Founded2015
- HeadquartersToronto, Canada
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Mejuri does
Mejuri is a Toronto-headquartered direct-to-consumer fine jewelry brand founded in 2015 by Noura Sakkijha, selling handcrafted everyday jewelry in sterling silver, 18k gold vermeil, 10k gold, and 14k gold at price points ranging from $68 to $998. The company sells through its Shopify-powered e-commerce platform, 37 stand-alone retail stores across the United States, Canada, Australia, and the United Kingdom, and a wholesale partnership with Canadian luxury retailer Holt Renfrew. Product assortment is concentrated in earrings (huggies, hoops, studs, cuffs, cartilage pieces) with sub-collections including Dôme, Pavé Diamond, Lab Grown Gemstone, Salmon Gold, Wedding, and Steel, plus in-store services such as a piercing studio and private event hosting.
The business runs on a Shopify unified commerce platform that integrates e-commerce, point-of-sale, order management, and inventory across the retail network, enabling a store-as-fulfillment-center logistics model that reduced UK delivery lead times from 7-9 days to 1-2 days and lowered monthly shipping costs by over $100,000. The company manages a customer feedback analytics layer through a Clootrack partnership and deploys Flagship's digital visual merchandising platform in its US retail stores. Pricing is positioned as accessible luxury, with 90-94% recycled gold and 91% recycled silver materials supporting a sustainability narrative, while gold inflation of over 50% in 2025 was absorbed via a mix of lower-karat introductions and sub-10% price increases.
Revenue is generated primarily through one-time product sales, supplemented by the free Mejuri+ membership program that drives repeat engagement through members-only drops and personalized styling advice. Marketing is anchored on celebrity and influencer endorsements (Taylor Swift, Emma Navarro), PR coverage in Forbes, USA Today, and WWD, and multi-channel social presence. Total disclosed equity funding exceeds $73 million across rounds including a 2019 $23M Series B and a 2025 $40M Series D led by Greycroft, with employees numbering in the 251-500 range.
Mejuri firmographics
Firmographics- Name
- Mejuri
- Legal name
- Mejuri Inc.
- Website
- https://mejuri.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Mejuri is a Toronto-based direct-to-consumer fine jewelry brand selling handcrafted everyday pieces from $68 to $998 through Shopify-powered e-commerce, 37 retail stores across North America, Australia, and the UK, and a wholesale partnership with Holt Renfrew. It serves millennial and Gen Z women seeking accessible, sustainably sourced gold and silver jewelry.
- Ownership category
- akta.pro rank
Mejuri industry classification
Industry- Product category
- Fine Jewelry
- NAICS
- Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (33991), Jewelry, Watch, Precious Stone, and Precious Metal Merchant Wholesalers (42394)
- SIC
- Retail-Jewelry Stores (5944), Jewelry, Precious Metal (3911)
- akta.pro primary industry
- Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)
Keywords
Where Mejuri is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices6 records
Markets served
Mejuri business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct Product Sales: One-time purchase of fine jewelry products ranging from $78 to $998+, with items across 10k gold, 14k gold, 18k gold vermeil, sterling silver, and various gemstone options. Primary revenue stream from DTC sales through owned e-commerce and retail stores.
- Mejuri+ Membership: Free membership program offering exclusive access to product drops, promotions, members-only products, and app-based personalized styling advice. Drives customer loyalty and repeat purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Sterling Silver collection - most affordable entry point |
| Unit Pricing | Pay-as-you-go | 10k Gold collection - durable everyday solid gold |
| Unit Pricing | Pay-as-you-go | 18k Gold Vermeil collection - premium plating on sterling silver |
| Unit Pricing | Pay-as-you-go | 14k Solid Gold collection - highest quality fine jewelry |
| Unit Pricing | Pay-as-you-go | Premium limited edition pieces |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Mejuri product offering
Product offeringCore offering
Mejuri designs, sources, and sells handcrafted everyday fine jewelry directly to consumers through its Shopify-powered e-commerce platform and 37 brand-owned retail stores across North America, Australia, and the UK. Products span multiple material tiers from sterling silver ($68+) to 14k solid gold ($998+) and include earrings, rings, necklaces, and bracelets with both natural and lab-grown gemstone options, complemented by in-store piercing services.
Product overview
Mejuri is a direct-to-consumer fine jewelry brand offering everyday luxury pieces primarily through its ecommerce platform, with expanding physical retail presence. The product portfolio centers on earrings (huggies, hoops, studs, drop earrings, ear cuffs, cartilage pieces) across multiple sub-brands including the iconic Dôme Collection, Pavé Diamond Collection, and Lab Grown Gemstone Collection. Products are offered in various materials (10k gold, 14k gold, 18k gold vermeil, sterling silver) with natural and lab-grown gemstone options. Additional offerings include the Piercing Studio service, Mejuri+ membership program, Wedding Collection, Salmon Gold sustainable collection, and in-store event hosting. The company operates on a Shopify-powered ecommerce platform with store-as-fulfillment-center logistics and AI-powered customer insights through Clootrack.
Differentiator
Problem solved
Functional benefit
Brands
- Mejuri Play: A dedicated sports-themed product line featuring rotating sports collaborations.
Products and services
- Mejuri Earrings Collection Comprehensive range of earrings including hoops (huggies, tube, mini, small, chunky), studs (diamond, gemstone, pearl, lab-grown), drop earrings, ear cuffs, and cartilage pieces available in 10k gold, 14k gold, 18k gold vermeil, and sterling silver.
- Dôme Collection Iconic sculptural jewelry collection featuring lobe-hugging designs with rounded vault aesthetic, including Dôme Huggies, Dôme Pebble Earrings, and Dôme Brioche Hoops in gold vermeil.
- Salmon Gold Collection Sustainable luxury jewelry line featuring gold exclusively sourced from Regeneration's Salmon Gold projects that recover gold from mine waste and restore habitats in Alaska and the Yukon.
- Steel Collection Stainless steel jewelry line offering durable, water-resistant pieces designed for everyday wear with a more affordable price point.
- Piercing Studio Service Professional ear piercing service offered at physical store locations, featuring flat back studs, cartilage pieces, and expert piercers for creating customized ear stacks.
- In-Store Events Private and corporate event hosting services at Mejuri store locations for work, play, and various occasions.
Quantifiable outcome
- UK lead times reduced from 7-9 days to 1-2 days
- +2 more outcomes
Companies that use Mejuri
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Mejuri technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability2 records
Feature3 records
Mejuri partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and flagship.
- RegenerationcoreSalmon Gold partnership recovering gold from mine waste and restoring habitats in Alaska and the Yukon. Second limited edition jewelry collection launched featuring exclusively Regeneration-sourced gold. Supports environmental sustainability narrative and traceable supply chain.
- Holt RenfrewflagshipFirst retail partnership with Canadian luxury department store chain. Opened locations at Bloor Street (opened Friday) and Vancouver (Oct 18). Adds to existing global retail presence of 37 stand-alone stores.
- ShopifycoreUnified commerce platform powering e-commerce, point-of-sale, order management, and inventory systems. Enabled store-as-fulfillment-center logistics reducing UK lead times from 7-9 days to 1-2 days and cutting monthly shipping costs by over $100,000.
Scale indicators6 records
Recent moves9 records
Expansion highlights6 records
Mejuri competitors and assessment
Company assessmentDirect peers
- Brilliant Earth: DTC jewelry retailer specializing in ethically sourced and lab-grown diamonds with strong sustainability positioning. Comparable to Mejuri on direct-to-consumer distribution, millennial/Gen Z targeting, and responsible-sourcing differentiation, though more bridal-weighted.
- Gorjana: California-based accessible fine jewelry brand with a strong DTC and wholesale footprint. Comparable to Mejuri in everyday-luxury positioning, gold/vermeil product mix, and omnichannel retail strategy.
- Aurate: New York-based DTC fine jewelry brand offering sustainable, everyday fine jewelry at accessible price points. Direct competitor to Mejuri with overlapping target customer (millennial/Gen Z women) and similar emphasis on recycled gold and transparent sourcing.
- Catbird: Brooklyn-based independent fine jewelry retailer offering delicate, stackable everyday pieces with a focus on recycled gold and ethical sourcing. Comparable to Mejuri in aesthetic, sustainability narrative, and piercing studio retail experience.
- Monica Vinader: UK-based DTC fine jewelry brand selling demi-fine and fine pieces at accessible price points with strong sustainability credentials. Comparable to Mejuri in product positioning, price tiers, and international retail/wholesale expansion strategy.
Broad incumbents
- Signet Jewelers: Largest specialty jewelry retailer in the US (Kay Jewelers, Zales, Jared). Comparable to Mejuri as a retail jewelry incumbent with significant physical footprint, though operating in the traditional brick-and-mortar bridal-and-gifting segment rather than DTC everyday fine jewelry.
- Pandora: Global mass-market jewelry brand with branded stores worldwide and broad assortment at accessible price points. Comparable to Mejuri as a benchmark for everyday jewelry category scale, though positioned at lower price tier and broader demographics.
- Blue Nile: Online-first diamond and fine jewelry retailer (owned by Signet). Comparable to Mejuri on DTC jewelry distribution model and digital-first customer acquisition, though more weighted toward bridal and higher-ticket diamond pieces.
Emerging players
- VRAI: Lab-grown diamond DTC jewelry brand owned by Diamond Foundry. Comparable to Mejuri in DTC fine jewelry positioning, sustainability narrative, and accessible-luxury pricing, with overlapping lab-grown gemstone offerings.
- Studs: DTC piercing-focused jewelry brand with retail stores emphasizing ear stacking and piercing services. Comparable to Mejuri on millennial/Gen Z target, piercing-studio retail experience, and stackable earring product mix.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Mejuri social profiles
Digital presenceMejuri financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mejuri leadership team
Management profileNumber of profiles
Profiles7 records
Mejuri funding detail
Funding detailFunding overview
Funding rounds6 records
Investors13 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mejuri M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mejuri
What does Mejuri do?
Mejuri designs, sources, and sells handcrafted everyday fine jewelry directly to consumers through its Shopify-powered e-commerce platform and 37 brand-owned retail stores across North America, Australia, and the UK. Products span multiple material tiers from sterling silver ($68+) to 14k solid gold ($998+) and include earrings, rings, necklaces, and bracelets with both natural and lab-grown gemstone options, complemented by in-store piercing services.
Is Mejuri a public or private company?
Mejuri is a private company. It is classified as venture growth investor backed and is currently operating.
When was Mejuri founded?
Mejuri was founded in 2015. It employs 251 to 500 people.
Where is Mejuri based?
Mejuri is headquartered in Toronto, Canada, in the North America region.
How does Mejuri make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are mejuri+ Membership.
Who are Mejuri's main competitors?
Direct peers on record are Brilliant Earth, Gorjana, Aurate, Catbird and Monica Vinader. Broad incumbents are Signet Jewelers, Pandora and Blue Nile. Emerging players are VRAI and Studs.
Does Mejuri have an API?
No public API is recorded for Mejuri.
What industry is Mejuri in?
Mejuri's product category is Fine Jewelry. Its primary akta.pro industry code is CRAKAAAD, Precious Metal Jewelry (Gold/Platinum/Silver). Its NAICS code is 458310 and its SIC code is 5944.