Mejuri, the global fine jewelry brand founded in Toronto, has opened its ninth Canadian store at the Square One Shopping Centre in Mississauga. The milestone brings Mejuri’s worldwide count to 40 standalone locations, reflecting its rapid growth and strategic expansion into key markets.
A Strategic Move into Square One’s Revitalized Retail Scene
Square One Shopping Centre has undergone a significant transformation in recent years, making it an attractive destination for leading retailers. “Square One has become a premier property in Canada due to its revitalization and investment efforts,” explained Majed Masad, Mejuri’s Co-founder and Chief Operating Officer. “We know that our customers in Mississauga often travel to visit our other stores, so this expansion allows us to connect with them more directly and conveniently.”
Mejuri aims to draw customers from surrounding areas like Oakville, Burlington, and across the Greater Toronto Area, positioning itself as a convenient luxury destination.
Creating a Unique In-Store Experience
The new Square One store brings Mejuri’s commitment to experiential retail to life, blending luxury with community engagement. At its heart is the brand’s signature Ring Bar—a focal point designed for interaction, discovery, and personal connections. “Each Ring Bar has its own story, and this one is no different,” said Masad. “We’ve designed the space to engage customers and create meaningful moments.”
The store’s design features textured plaster walls inspired by Mejuri’s Charlotte pattern, large visuals, and refined tile finishes. “We pay attention to every detail,” Masad added. “It’s about creating a warm, inviting space that mirrors our brand ethos.” In keeping with Mejuri’s emphasis on personalization, the store also offers an on-site piercing studio, allowing customers to explore self-expression through jewelry.
Blending Physical and Digital Retail for Seamless Customer Journeys
Mejuri’s expansion at Square One aligns with its omnichannel strategy, ensuring seamless integration between online and in-store experiences. “We want our customers to feel connected, whether they shop with us digitally or in-store,” said Masad. “By blending these experiences, we’re creating a journey that’s unique to each individual.” The company’s data-driven site selection process identified Mississauga as a key market, with high engagement and demand driving the decision.
The “halo effect” Mejuri often sees following new store openings—where online sales increase in parallel with physical store openings—underscores the value of having both digital and physical retail channels. “We notice a boost in online sales when we enter a market physically, as it creates brand awareness and a touchpoint for customers,” Masad explained.
Redefining Fine Jewelry for Everyday Wear
Mejuri’s approach to fine jewelry has transformed the industry by making luxury accessible for daily wear. “We wanted to shift the perception of fine jewelry from being purely for special occasions to something you can wear every day,” said Masad.
“Our customers are redefining how they see luxury—whether it’s wearing our pieces to yoga or a night out with friends.” By hosting community events, offering personalized services, and creating immersive experiences, Mejuri treats each store as a community hub.
Sustainability at the Core of Mejuri’s Offerings
Sustainability is a key pillar of Mejuri’s business, with 96% of the brand’s gold coming from recycled sources. Its collections also feature precious and semi-precious gemstones, including diamonds, emeralds, and lab-grown sapphires. “We’re dedicated to creating jewelry that’s not only beautiful but also responsibly made,” Masad noted. “Our customers can trust that they’re purchasing pieces crafted with care and intention.”
Square One: A Retail Hub for Connection and Growth
Square One Shopping Centre spans over 2.2 million square feet and welcomes more than 24 million visitors annually. Mejuri’s new store aims to be more than a retail space. “It’s a community hub where people can connect, explore, and express themselves through our jewelry,” Masad emphasized. The location’s design and offerings are tailored to meet the needs and preferences of local customers, adding another layer of depth to Mississauga’s retail scene.
Balancing Streetfront and Mall-Based Stores
Mejuri’s thoughtful balance of streetfront and shopping centre locations reflects its data-driven retail strategy. “Different markets require different approaches,” said Masad. “We evaluate where our customers live, shop, and spend their time, tailoring our approach to each community.” Streetfront stores, such as Mejuri’s Ossington Avenue location in Toronto, provide boutique experiences, while high-traffic shopping centres like Square One enhance visibility and brand awareness.
Looking Ahead: Mejuri’s Expansion Plans
As Mejuri continues its North American expansion, its focus remains on connecting with customers and growing its footprint. “We’re excited to bring more stores to North America while also exploring new markets,” said Masad. “Each location is a chance to deepen our community ties and create meaningful connections.” He also mentioned that another store will be on the way for Canada, with details to follow.
Mejuri has steadily expanded its retail footprint beyond Canada, with stores across key markets in the United States, the United Kingdom, and Australia. The brand operates in major U.S. cities such as New York, Los Angeles, and Chicago, offering curated, community-driven experiences tailored to each location’s unique clientele. In the UK, Mejuri’s stores in London bring its blend of accessible luxury and experiential retail to an international audience. The brand also established a presence in Australia with a location in Sydney.
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- Mejuri Opens 1st Mall Location at Toronto’s Yorkdale, with Plans to Triple Store Count by the End of the Year [Interview]
