Thinking Like a Tech Company Spurred Fine Jewelry Brand Mejuri's Remarkable Growth

Author:Whitney BauckUpdated:Feb 6, 2019Original:Feb 4, 2019Mejuri founder Noura Sakkijha has big aspirations, but she's not afraid to fail. In fact, she welcomes failure — and even sees it as a crucial learning tool in doing business.

A third-generation fine jeweler originally from Jordan, Sakkijha started Mejuri with her husband Majed Massad in 2013 using a business model that centered on crowdsourced designs. In 2015, the couple relaunched the brand with the help of Sakkijha's brother Masoud Sakkijha, and in the time since, the brand has evolved away from crowdsourcing toward an in-house design team.

That iterative process, combined with the network of jewelry manufacturers culled from Sakkijha's history in the family business, mean that Mejuri can turn around new pieces with remarkable speed, considering the handmade nature of its pieces. But she insists that despite the emphasis on quick turnaround and her ambitious goal to make Mejuri "the number one global jewelry brand," Mejuri will never be the jewelry equivalent of a fast fashion giant like Zara.

It's easy to understand why Mejuri's offering of high-quality, on-trend jewelry at a relatively low price point would be appealing to its largely millennial female customer base. That it professes to produce pieces ethically in intimate workshops in Toronto and Seoul certainly doesn't hurt in an increasingly conscious consumer market, either.

It's the razor-sharp understanding of the next generation of fine jewelry customers that is working so precipitously in Mejuri's favor. The brand has maintained 400 percent year over year growth at scale, selling more pieces in one week of 2018 than the entire year of 2017, according to an email from the brand.

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