With New Funding, Jewelry Brand Mejuri Aims to Expand

TORONTO — To say that fine jewelry is in her blood is no empty joke for Mejuri chief executive officer Noura Sakkijha. With her parents and grandparents in the business, gold, diamonds, design and production techniques driving the luxe side of the industry were “what we talked about all the time,” said the Jordan-born Sakkijha, who deviated from her expected career path to study industrial engineering. However, after spending five years consulting for CIBC, one of Toronto’s top financial institutions, the pull of her family roots became too powerful to resist. Returning to the industry, in 2015 Sakkijha and chief operating officer Majed Masad cofounded Mejuri, a Toronto-based, direct-to-consumer start-up whose aim was to break industry barriers by delivering wearable, high-end jewelry that Millennial women could afford to buy for themselves. Indeed, price points for Mejuri’s sleek gold hoop earrings, delicate necklaces, signet rings, bold chain bracelets and stackers run from $50 to $2,000. “Traditionally, the purchase of fine jewelry has been occasion-driven. Based on that assumption, its marketing has been focused on men buying expensive items for the women in their lives. But that message from big, traditional jewelry companies is outdated and not super exciting to Millennials,” Sakkijha told WWD. Mejuri’s premise, by contrast,

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from WWDWWD http://bit.ly/2M93z8z