Mejuri, the category defining fine-jewelry brand, has opened its second store in Toronto and its first enclosed mall location at the Yorkdale Shopping Centre.
“This will be Mejuri’s very first enclosed mall location, which is very exciting. We chose Yorkdale as it is one of the top performing malls globally, and home to an array of luxury brands. With our highly-engaged community, especially in our homebase of Toronto, Yorkdale offers our community a second retail option in the market. Yorkdale’s doesn’t only have a strong draw within the Greater Toronto Area but also internationally,” said Majed Masad, Co-founder and President of Mejuri.
“This store is also the first representation of our new design vision and direction for Mejuri – a bolder, playful and artful take while creating a localized experience. In addition to new custom fixtures and materials, the store is designed to create an approachable in-person experience of the brand and all it stands for: jewelry as an expression of self. Customers are encouraged to shop the necklace wall, product displays, and bespoke elements, providing a sense of empowerment to style yourself – though our experienced stylists are always nearby for advice.
“A key feature is the storefront – drawing inspiration from the Jenna Lyons Signet Pinky Ring, a special piece created for International Women’s Day. The subtle movement of the slate-esque tile and chamfered windows elevate the storefront with the boldness of the metal window wells to frame the jewelry and store experience.”
Masad, with partner in work and life, Noura Sakkijha, created the brand in 2015 and opened its first location in Toronto on Dundas Street in July 2018. It has since expanded to 12 stores across North America and the UK., including Yorkdale.
“Toronto represents the beginning of Mejuri; it is our homebase,” said Sakkijha. “Many of our very first Toronto customers are still shopping with us and interacting with us six years later. Even while we expand globally, the relationships we hold with our community here especially empowers us to continue to deliver new stores and pieces.”
Masad said Mejuri was created to disrupt an archaic industry and create a brand that is relatable to the modern consumer.
“As a third generation jeweler, Noura understood that the market is fragmented with large jewelry brands owning a small share of the global jewelry market and most customers not having a single brand they have loyalty towards. We also found that many of these brands are outdated, with high luxury markups and lacked focus on community and the brand experience. This dynamic in the industry reinforced our belief in creating a brand that has a fresh, modern take on the category; one that reflects the values of our generation by encouraging individuals to purchase jewelry for themselves with or without an occasion. We love to say buy yourself the damn diamond,” he said.
“What differentiates us the most, is our relationship with our community, and our understanding that Mejuri is much more than a fine jewelry brand. We pioneered the ‘drop’ model in fine jewelry with new launches dropping weekly so that we could sustain an ongoing dialogue with our customers. As a result of our community focus, we have shipped over two million pieces and have garnered an Instagram following of over one million followers. The response from our community and the way they celebrate themselves and others has been incredible. We’re continuously inspired by the way they uplift one another, which is why we created the Empowerment Fund in order to provide the tools and resources for underrepresented women and non-binary individuals to succeed.”
Masad said the company intends to triple its store count by the end of 2022, bringing it to over 20 stores across North America and the U.K.
“We have seen tremendous performance in our retail stores that have truly surpassed our projections. Our customers are seeking a personalized, in real life experience with us and as a result, they’re purchasing more. It is our hope that our retail expansion provides more accessible touchpoints for our customers, no matter where they are. We do have some exciting news coming down the pipeline in Canada specifically, and will be able to share that later this Fall,” he said.
The brand is a good fit in its newest location. The company says Yorkdale is one of the top performing malls globally. With over 18 million annual visitors, it is home to a number of international retailer’s first stores in the Canadian market, including some of the biggest and most luxurious brands in the world, such as Louis Vuitton, Cartier, Valentino, Ganni, Bottega Veneta and Celine among others.
The facade of the Yorkdale location is inspired by the Jenna Lyons Signet Ring for its simple geometry and boldness, which launched earlier in 2022 for International Women’s Day. The space also echoes the décor of Mejuri’s existing 10 stores across North America and the U.K. with custom modular mirrors, millwork and jewelry displays, all designed in-house. The L shaped bar allows customers to connect with Mejuri’s experienced stylists to garner counsel on how to stack and layer their pieces. Intimacy is evoked within the space by having the collections displayed within reach on ring bars and necklace wall displays, as if you were trying on a friends’ personal collection, says the company.
