Mejuri

Mejuri is a Canadian fine jewellery brand founded in 2015 by Noura Sakkijha in Toronto. The brand disrupted the traditional jewellery industry by selling fine jewellery — real gold, diamonds, and gemstones — directly to consumers at accessible prices, eliminating the massive markups of traditional retail. Mejuri's founding philosophy challenged the idea that fine jewellery is something women should wait to receive as a gift; instead, the brand encourages women to buy jewellery for themselves as an everyday luxury.

Fine Jewellery, Fair Prices

Mejuri designs and sells 14k and 18k solid gold pieces, sterling silver, diamonds, sapphires, and other precious stones at prices dramatically below traditional jewellers — a pair of gold hoops might run $80 to $200 rather than the $500+ typical of comparable pieces at department store jewellery counters. The brand achieves this through direct-to-consumer sales, cutting out wholesalers and retail middlemen. New collections drop weekly, creating a sense of freshness and discovery that traditional jewellery brands rarely offer.

The Self-Purchase Revolution

Mejuri helped normalize the idea of women buying fine jewellery for themselves rather than waiting for a partner to gift it. The brand's marketing centres on self-expression, self-reward, and the idea that fine jewellery belongs in everyday life — not locked in a box waiting for special occasions. This message resonated powerfully with millennial and Gen Z women, propelling Mejuri from a Toronto startup to one of the fastest-growing jewellery brands in North America.

Toronto to the World

Mejuri operates from Toronto and sells through its online store, its own retail showrooms in major cities, and through Sephora. The brand offers a piercing service at many locations, adding experiential retail to its offering. For Canadians who want genuine fine jewellery at honest prices — pieces you can wear every day, buy for yourself, and build into a personal collection — Mejuri redefined what accessible luxury jewellery looks like.