DTC Jewellery Brand Mejuri Continues Ongoing Expansion with More Stores in Key Canadian Markets [Interview]

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Jewelry brand Mejuri‘s recent expansion has included the opening of a store in Calgary’s CF Chinook Centre and one to be opened this week in downtown Montreal.

The brand now has 18 stores across North America and the United Kingdom. There are currently five stores in Canada and 12 in the U.S., from New York to Austin to LA, and its first international store in London, United Kingdom. 

“We’re still working through plans for this year as well as our larger expansion plans. We have seen a ton of success across our retail stores, which shows us that our customers are eager to connect with us in person.  We look forward to sharing more information once those plans are finalized,” said Majed Masad, President & Co-Founder.

Mejuri at CF Chinook Centre (Image: Mejuri)

Masad said the brand has opened stores in the past  year in Yorkdale (its second location in Toronto), Venice (its second location in L.A.), Newbury Street (its second location in Boston), Chicago, San Jose, Seattle, San Diego and Houston. 

Majed Masad

“We are focusing on key markets across the U.S. and Canada primarily, with the possibility of adding a few more international locations. Our approach to location and neighborhood selection is heavily data driven, but ultimately where our community resides. We incorporate internal sales (both ecommerce and retail) and customer data, paired with socioeconomic data to help guide us in our location selection,” he said. “Our goal is to be where our community and customers are so we can create long-lasting and meaningful relationships. 

“Since inception, Mejuri was founded on the idea of “buying yourself the damn diamond” and empowering our community to invest in themselves. When we first launched, there were no other jewelry brands marketing towards women buying pieces for themselves. We find that these sentiments have really helped innovate and shape the jewelry industry today. 

“Just as we have changed the narrative of traditional fine jewelry as a brand, we’ve also changed the narrative of what a fine jewelry experience looks like. Mejuri stores are a place to explore, touch and feel our jewelry, and foster an organic connection with a seasoned stylist who is helping you create your “stack.” 

Mejuri at Yorkdale Shopping Centre (Image: Mejuri)

“The design of our stores are now bolder, more playful and artful in creating localized experiences. The hope is to create a welcoming experience, while inspiring our community. “

Masad said the retailer has had amazing growth because post pandemic, customers were and are still eager to shop in real life and “hang out with us.”

“Despite declines in consumer confidence and increasing fears of a recession, our customers are still coming to our stores and are connecting with our brand. They’re seeking quality and accessible pieces made out of 14k gold, 14k white gold, 18k gold vermeil and sterling silver that they can invest in and keep for years to come,” he said.

“We also focus on the Mejuri brand experience in store as much as we focus on our product, with store services such as piercing studios complementing our stores and personal styling appointments. We will continue to introduce new in-store experiences in the near future too. 

“Canada is our homebase, and it will always be a priority for us. We decided to open up in Calgary and Montreal as a response to direct demand to have stores in those locations. For Calgary, we chose the CF Chinook Centre as it’s Calgary’s premier shopping centre. In Montreal, we chose to open on Peel Street – a popular shopping destination for locals and tourists.”

Mejuri on West 4th (Image: Mejuri)

The Montreal store is scheduled to open on January 27. It is the brand’s first store in Quebec. The brand chose to open on Peel Street in an area teeming with international and local shops and restaurants. 

“The exquisitely-curated space is a representation of the new design vision and direction for Mejuri – bolder, more playful and artful in creating localized experiences, while still carrying Mejuri’s iconic elements such as the arched mirrors, neutral tones and pistachio piercing studio,” says the company.

“Inspired by the bold, iconic and cultural cityscape of Montreal, the Style Bar is the heart of the space, and is inspired by the Honey Quartz Heirloom Ring – a modern twist on a traditional heirloom, which is fitting given that Montreal represents a juxtaposition of old versus new and is a city that embraces the duality of modern and traditional. There is also a gallery wall in the store, featuring print images of style inspiration, along with custom designed, large scaled art pedestals that emulate the jewelry pieces.”

Noura Sakkijha

“We always hold Canada near and dear to our hearts, and see it as the incredible base where our brand began,” said Noura Sakkijha, CEO and Co-Founder. “Quebec is an incredibly important market for us, not just for locals, but tourists as well. We wanted to be sure to respond to demand and offer an in-person location for customers in Montreal.”

The store also features a piercing studio that is a private spa-like space and destination for a professional and personalized piercing experience.

The CF Chinook Centre store opened on January 20. It’s the first Alberta store for the brand.

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.

Mario Toneguzzi
Mario Toneguzzi
Mario Toneguzzi, based in Calgary, has more than 40 years experience as a daily newspaper writer, columnist, and editor. He worked for 35 years at the Calgary Herald covering sports, crime, politics, health, faith, city and breaking news, and business. He is the Senior News Editor with Retail Insider in addition to working as a freelance writer and consultant in communications and media relations/training.

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