Mejuri
A Toronto DTC fine jewelry brand built by a third-generation jeweler from Amman. 94% of customers are women, three-quarters of them buying for themselves, in a category that spent a century marketing to men.
Three-quarters of Mejuri’s customers are women buying jewelry for themselves, in a category that spent the last century marketing almost exclusively to men buying gifts. Founded in Toronto in 2015 by a third-generation jeweler from Amman, Jordan, Mejuri now operates more than 56 stores across the United States, Canada, the United Kingdom, and Australia. The brand has sold over 1.8 million pieces of fine jewelry since launch, with 2024 online sales estimated at approximately $221 million.
Noura Sakkijha and her husband and co-founder Majed Masad have raised over $100 million across multiple funding rounds since 2016, with NEA, Felix Capital, Imaginary Ventures, and BDC Capital among the lead and follow-on investors. The company has not publicly announced a new round since 2022 and remains privately held with an undisclosed valuation. As of September 2023, Sakkijha said Mejuri was not yet profitable but “progressing toward profitability every quarter.”
At a glance:
| Founded | 2015 in Toronto |
| Founders | Noura Sakkijha (CEO) and Majed Masad (President), her husband |
| Total funding | $100M+ across pre-seed, seed, Series A, Series B, and a 2021 growth round |
| Lead investors | NEA (Series B), Felix Capital (Series A), Imaginary Ventures, BDC Capital |
| 2024 online sales | ~$221M (estimated) |
| Stores | 56+ across US, Canada, UK, Australia (all company-owned) |
| Customers (cumulative) | ~3 million |
| Pieces sold since launch | 1.8M+ |
| Customer mix | 94% women, ~75% buying for themselves, ~75% millennials |
| Repeat business | ~40% of revenue |
The Story
A jeweler’s daughter chooses engineering instead
Noura Sakkijha grew up in Amman, Jordan, the third generation of a family in fine jewelry, and she didn’t follow them into it. She studied industrial engineering, worked in continuous improvement at Mondelēz International, then took a process analyst role at the Canadian Imperial Bank of Commerce in Toronto while earning an MBA at Ryerson on the side. The plan was a corporate career, and jewelry was the family business that belonged to somebody else.
What pulled her back was an observation the industry refused to act on. Jewelry was sold almost exclusively to men buying gifts, despite women increasingly buying it for themselves. The most personal piece a woman owned was being placed in her hand by someone else.
A name that meant nothing
Sakkijha’s first attempt in 2013 was a crowdsourced design platform that didn’t take off. She raised a $50,000 pre-seed in December 2014, pivoted entirely, and relaunched in 2015 as a direct-to-consumer fine jewelry brand. Her husband Majed Masad, from a separate Jordanian jewelry family, joined as co-founder. The name Mejuri was deliberate because it meant nothing on its own, leaving room for the brand to define exactly what it would stand for.
”Buy yourself the damn diamonds”
The earliest billboards read “for my damn self,” and the campaigns refused to feature romantic gifting at all. Mejuri engraved bracelets with phrases like “Keep Going” and “Stay Brave,” language designed for the woman wearing the piece rather than the partner gifting it. By the time Mejuri raised its $23 million Series B from NEA in 2019, 75% of its customers were women buying for themselves and 75% of those women were millennials. The cultural pivot the industry had refused to make for decades happened inside one decade inside one company, the same audience-led playbook that built Glossier and Spanx before it.
The Strategy
A weekly drop instead of a seasonal collection
Most fine jewelry brands operate on traditional fashion calendars, releasing two to four large collections per year. Mejuri ships two to five new pieces every single Monday. The supply chain was built around a three-to-four-week lead time from concept to production, an order of magnitude faster than the industry standard.
The result is a product feed that behaves more like a content feed than a jewelry catalog, with customers returning weekly to see what dropped. Sold-out pieces use SMS and email waitlists, which creates scarcity-driven urgency without forcing it, because supply genuinely is limited and timing genuinely matters. Roughly 40% of Mejuri’s revenue now comes from repeat customers.
Removing the 8-to-10x markup
Traditional fine jewelry retail operates on markups of 8 to 10 times wholesale cost, a structure that exists because pieces sit in inventory for years and stores carry significant overhead. Mejuri’s DTC model removes most of that overhead and most of that markup, and the website lists the Mejuri price next to an “Estimated Retail Price” showing what a comparable piece would cost at a traditional jeweler. A $295 ring on Mejuri carries an $885 retail comparison, framing every product in the same way: same quality, fraction of the markup.
The pricing range runs from $38 for small everyday pieces to over $500 for solid gold items, with engagement rings sitting between $195 and $2,000. The accessibility is the strategy, because a first-time fine jewelry buyer can enter the category at $38 instead of $400, and Mejuri counts on her returning every Monday for the next ten years.
From pure DTC to owned physical retail
Mejuri started as a pure digital brand and held that line through its first six years. The first physical store opened in 2018, and by the start of 2024 there were 29 of them. By the end of 2024 there were over 56, spanning the United States, Canada, the United Kingdom, and a new flagship in Sydney, Australia. The company plans to open another 25 stores in 2025.
Most direct-to-consumer brands that move into retail take wholesale partnerships to scale faster. Mejuri has chosen to own the entire experience, with every store operated by the brand directly, no department store concessions, and no franchise arrangements. The unit economics of physical retail are different from digital, but the brand consistency is the point. A customer who buys a ring online and then visits a store in Toronto, London, or New York sees the same staff training, the same fixtures, and the same pricing.
The Marketing
A campaign aimed at the customer the industry ignored
The “For My Damn Self” campaign and its successor “Buy Yourself the Damn Diamonds” reframed the entire category in a way no major jeweler had attempted. Where traditional jewelry advertising shows a man placing a velvet box in a woman’s hand, Mejuri’s ads showed women alone. The pieces were often engraved with messages like “Keep Going,” written for the woman wearing them rather than the partner gifting them. The campaign worked because it identified a customer who already existed and had been buying jewelry from no one, because no one was speaking to her.
Product as content, Monday as ritual
Mejuri’s marketing is structurally tied to its weekly drop model, with every Monday becoming a product event marketed across email, SMS, Instagram, and the Mejuri+ app. Customers receive notifications when a sold-out item restocks, which turns the product itself into the calendar that drives engagement.
The Mejuri+ loyalty program, relaunched in 2023, layers ritual on top of ritual. Members receive priority sale access, free shipping on Mondays, exclusive products, and birthday treats. The membership is free, which removes the friction that kills most loyalty programs before they start. The perks reinforce the same Monday-drop pattern that already structures the customer’s relationship with the brand.
Press coverage as the third channel
Mejuri rarely buys traditional advertising at scale, because journalists write about it for free. The brand’s positioning as the “everyday fine jewelry brand for women buying for themselves” has earned recurring coverage in Vogue, Elle, the New York Times, Refinery29, and Business of Fashion.
The Numbers
| Year | Funding event | Amount | Lead investor |
|---|---|---|---|
| Dec 2014 | Pre-seed | $50,000 | DASH Ventures |
| 2016 | Seed | ~$1M | DASH Ventures |
| Sept 2018 | Series A | $5M | Felix Capital |
| April 2019 | Series B | $23M USD (~$30M CAD) | NEA |
| Sept 2021 | Growth round | $23M | Existing investors |
Total disclosed venture funding is over $100 million across all rounds, with no publicly announced raise since 2022. The company remains privately held with no published valuation.
Mejuri’s 2024 online sales are estimated at approximately $221 million, a figure that does not include physical retail revenue and was not confirmed by the company. As of September 2023, Sakkijha said Mejuri was not yet profitable but “progressing toward profitability every quarter,” and no more recent profitability update has been publicly confirmed.
The company has sold over 1.8 million pieces since launch, serves an estimated 3 million customers, and generates roughly 40% of its revenue from repeat purchases. 94% of those customers are women.
Controversies
Two rounds of layoffs
In April 2020, with retail stores forced to close at the start of the pandemic, Mejuri laid off approximately 15% of its staff. In August 2022, the company cut roughly 10% of its workforce, about 50 employees, citing inflation, reduced consumer spending, and supply chain disruption. The 2022 cuts came less than a year after the 2021 growth round, a pattern that repeated across nearly every funded DTC brand in the same period as the post-2020 e-commerce surge corrected.
Sustainability and labor transparency
Good On You, an independent ethical fashion ratings platform, gives Mejuri an “It’s a Start” overall rating and a “Not Good Enough” rating on labor specifically. The labor rating cites limited public Code of Conduct, no published evidence of living wages in the supply chain, and low transparency on diamond sourcing. Mejuri has stated that 80% of its gold is recycled, and in February 2025 the Science Based Targets initiative validated the company’s near-term emissions reduction targets. Both figures are real, and both are starting points rather than finish lines.
What You Can Learn
Cultural pivots beat product pivots. Mejuri’s product is fine jewelry, the same product that has existed for thousands of years, and what changed was the customer the brand chose to speak to. A founder who identifies a customer the industry ignores can build a billion-dollar position without inventing a new category, because the audience itself becomes the disruption.
Repeat business is the metric, not first purchase. Forty percent of Mejuri’s revenue comes from existing customers, and the entire business is structured around making that number grow. The Monday drop, the loyalty program, the engraving service, the entry-level price points all exist to bring the customer back, and a brand that wins on repeat business has a permanent advantage over one that has to keep paying to acquire new customers.
Speed of product cycles is a moat. Most fine jewelry brands ship two to four collections a year while Mejuri ships every Monday, and the supply chain capable of going from concept to production in three to four weeks is now part of the customer relationship. Speed is harder to copy than design, because it requires operations, supplier relationships, and inventory discipline that take years to develop properly.
Wholesale is not the only path to retail. Mejuri owns every one of its 56-plus stores and chose slower expansion in exchange for full control over the customer experience and the margins. For a brand whose identity depends on a specific feeling and a specific price comparison, owning the storefront is the only way to keep both intact across markets.
Frequently Asked Questions
Who founded Mejuri?
Mejuri was founded by Noura Sakkijha, a third-generation jeweler from Amman, Jordan. She studied industrial engineering before earning an MBA at Ryerson University in Toronto. Her husband Majed Masad, who came from a separate Jordanian jewelry family, is the co-founder and current president of the company. Both are based in Toronto, where Mejuri is headquartered.
How much funding has Mejuri raised?
Mejuri has raised over $100 million across multiple rounds since 2014, including a $5 million Series A led by Felix Capital in 2018, a $23 million Series B led by NEA in 2019, and a $23 million growth round in 2021. The company has not publicly announced a new round since 2022.
Is Mejuri profitable?
As of September 2023, Sakkijha said the company was not yet profitable but was “progressing toward profitability every quarter.” No more recent profitability update has been publicly confirmed, and the company is privately held and does not disclose financial details.
How many Mejuri stores are there?
As of late 2024, Mejuri operated more than 56 stores across the United States, Canada, the United Kingdom, and Australia. The company planned to open another 25 stores in 2025. Every store is owned and operated by the brand directly, with no franchise or wholesale arrangements.
How much does Mejuri jewelry cost?
Everyday pieces start at around $38 and go up to several hundred dollars for solid gold items. Engagement rings range from $195 to $2,000. The brand positions its prices against an “Estimated Retail Price” that reflects what a comparable piece would cost at a traditional jeweler, which is typically 8 to 10 times wholesale cost.
What does the name Mejuri mean?
Nothing on its own. Sakkijha deliberately picked a word with no inherent meaning so the brand could define what it stood for over time, rather than being limited by the connotations of an existing word.
Has Mejuri ever laid off employees?
Yes, twice. In April 2020 the company laid off about 15% of its staff at the start of the pandemic when stores were forced to close. In August 2022 it cut about 10% of its workforce, roughly 50 employees, citing inflation and supply chain disruption.
What is Mejuri’s customer demographic?
94% of Mejuri’s customers are women, approximately 75% are buying jewelry for themselves rather than receiving it as a gift, and roughly 75% of those women are millennials. The brand has built its product range and marketing entirely around this customer.
Who owns Mejuri?
Mejuri is privately held, with co-founders Noura Sakkijha and Majed Masad still in operating roles as CEO and President. Outside investors include NEA, Felix Capital, Imaginary Ventures, and BDC Capital, who have collectively put more than $100 million into the company across multiple funding rounds.
When was Mejuri founded?
Mejuri launched in 2015 in Toronto, after Noura Sakkijha pivoted from a 2013 crowdsourced design platform that did not take off. She raised a $50,000 pre-seed in December 2014 and relaunched as a direct-to-consumer fine jewelry brand the following year.
What is Mejuri’s revenue?
Mejuri’s 2024 online sales were estimated at approximately $221 million by EcommerceDB, a figure that does not include physical retail revenue and was not confirmed by the company. Mejuri has sold over 1.8 million pieces of jewelry since launch and generates roughly 40% of its revenue from repeat customers.
What is Mejuri’s valuation?
Mejuri does not disclose its valuation, and the company has not publicly announced a funding round since 2022. Total disclosed venture funding sits above $100 million across pre-seed, seed, Series A, Series B, and a 2021 growth round.
Sources
- TechCrunch, “Mejuri raises $23M to disrupt traditional fine jewelry,” April 2019. Series B funding details, customer demographics, founder background.
- BetaKit, “Fine jewelry e-commerce company Mejuri closes $30 million CAD Series B,” April 2019. Series B details, Canadian context.
- Glossy, “Mejuri announces $100 million in total funding, new stores, app, and loyalty program,” September 2021. 2021 growth round, total funding, profitability statement.
- Glossy, “Mejuri joins wave of DTC brands forging fewer, deeper relationships with retailers,” 2024. Store count, customer count, retail strategy.
- JCK, “Mejuri Opening 20 Stores in 2024,” 2024. Retail expansion timeline.
- Fast Company, “Mejuri Empowers Women to Buy Diamonds for Themselves”. “For my damn self” campaign details.
- Business of Fashion, “Mejuri Wants to Upend Fine Jewellery With a Drop Model”. Weekly drop model, supply chain speed.
- Worthbury, “Noura Sakkijha”. Founder background, education, pre-Mejuri career history.
- Private Capital Journal, “Mejuri Secures $5M Series Led by UK’s Felix Capital,” 2018. Series A details and investor list.
- BetaKit, “Mejuri lays off 15 percent of staff,” April 2020. Pandemic layoffs.
- BetaKit, “DTC startups not immune to downturn as Article and Mejuri make staff cuts,” August 2022. 2022 layoffs, ~50 employees.
- Good On You, “How Ethical Is Mejuri?”. Sustainability and labor ratings, recycled gold figure.
- Retail Dive, “Mejuri launches loyalty program and app,” 2023. Mejuri+ loyalty program details.
- WWD, “Mejuri Debuts Men’s Jewelry Offering,” October 2020. Men’s collection launch.
- ecommerceDB, “Mejuri.com store data”. 2024 online sales estimate.
- Mejuri, “Sustainability”. SBTi validation, sustainability claims.