mejuri story
Toronto, CA · Founded 2013 · 694 employees on LinkedIn · 9 known investors
Mejuri is a jewelry brand that designs and sells fine jewelry directly to consumers, with a philanthropic program (the Empowerment Fund, purpose-driven products, and corporate giving) supporting women and underrepresented communities. It operates stores and partnerships across the US, Canada, and the UK.
Also known as Mejuri
Founders & leadership
Investors · 9
Also in the syndicate · 1
Company profile
researched Aug 2026Mejuri is a Canadian fine jewelry brand that designs and sells everyday jewelry directly to consumers online and through its own retail stores. Its positioning centers on jewelry intended for regular wear rather than for gifting or special occasions, with product lines including solid gold staples and lab-grown sapphires.
Beyond e-commerce, Mejuri operates physical stores and in-store piercing studios in North America, Australia and the United Kingdom, offering services such as piercing appointments, complimentary jewelry cleaning and in-store events. The retail network reportedly reached 18 locations worldwide, with later references to 22 locations.
Founding story
Mejuri was started by Noura Sakkijha, a third-generation jeweler with a background in industrial engineering and supply chain management, around the idea of jewelry that women would feel empowered to buy for themselves rather than receive as a gift. Accounts of the founding differ: one describes a 2013 start with about $5,000 from Sakkijha and her husband's savings, initially reselling other designers' work; another dates the founding to 2015 with co-founders Noura Sakkijha (CEO) and Majed Masad (COO), bootstrapped before institutional capital.
Business model
Vertically oriented direct-to-consumer retail: Mejuri designs its own jewelry in-house and sells it through its website and company-operated stores, supplemented by in-store services such as piercing and jewelry cleaning. Operational practices reported include weekly product drops, limited editions, lean inventory with deliberate stockouts, and rapid prototyping supported by 3D printing.
Revenue comes from direct sales of fine jewelry to end consumers via online channels and owned retail stores, plus in-store services; the company does not sell through third-party retailers such as Sephora, Nordstrom or Walmart.
Traction
Reported metrics include roughly $1M revenue in 2017, a 400% growth rate in 2018, estimated revenue near $43M around 2019, and in 2023 approximately 1.5 million customers, 3.5 million shipments, an estimated $160M-$170M in revenue, and 18 retail locations (with 22 locations cited elsewhere).
Latest developments
Reporting through mid-2025 describes a shift from rapid growth fundraising to balance-sheet consolidation, investor emphasis on margin improvement, store rollouts and sustainability outcomes, secondary-market interest as valuation approached about $500 million, and speculation about IPO, late-stage private equity investment or an acquisition as a future liquidity path.
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
Mejuri is described as a leading digitally native player in online fine jewelry, having scaled from roughly $1M in revenue in 2017 to an estimated $160M-$170M in 2023, with private-market valuation reported to have trended toward approximately $500 million. Peers cited include Quince and Kendra Scott.
Differentiation rests on reframing fine jewelry as an everyday self-purchase rather than a gift, in-house design, attention to certification and sustainable sourcing practices, a weekly drop model with limited editions, and an omnichannel store and piercing-studio experience.
Technology
The company uses rapid prototyping and 3D printing to iterate designs quickly and respond to market trends, supporting a lean inventory model.
Go-to-market
Marketing has relied heavily on micro-influencers to maintain an approachable brand image alongside celebrity endorsements for aspirational positioning, combined with a cadence of weekly new-product drops that encourages repeat purchases. Owned stores and piercing studios serve as an offline acquisition and experience channel.
Consumers buying fine jewelry for themselves, with an emphasis on self-purchasing women, rather than buyers purchasing jewelry as a gift.
Geography
Headquartered in Toronto, Canada, with stores and piercing studios across North America, Australia and the United Kingdom, and direct-to-consumer sales reported across North America, Oceania, Europe, Asia and the Middle East.
History
The business began by reselling other creators' designs before taking its first venture funding in 2015 and moving to in-house design. A reported seed round of about $1M followed in 2016, a $5 million Series A in 2017 on roughly $1M of revenue, and a $23 million Series B in 2019 led by New Enterprise Associates. An IPO was floated in 2019 when revenue was under $50M; the business grew substantially through the pandemic, and from 2020 the company expanded internationally. By 2022 cumulative funding exceeded $50 million, and between 2023 and mid-2025 the company reportedly shifted from growth financing toward balance-sheet consolidation with no publicly reported 2024 round.
Risks & controversies
Commentary notes dilution of founder ownership following institutional rounds, with major backers estimated to hold a combined 40%-50% stake versus roughly 30%-35% for founders, and investor pressure toward EBITDA discipline and premium positioning. Third-party accounts also conflict on founding date and early details, and several ownership and valuation figures are presented as estimates rather than confirmed disclosures.
Compiled by commissioned research from 4 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Competitors · 3
by search overlap
Companies competing with mejuri story for the same Google search keywords, organic and paid, via search-intersection analysis.
Timeline · 3
launches, deals, and filingsFrom 2020 onward Mejuri expanded its DTC business across North America, Oceania, Europe, Asia and the Middle East, growing its retail footprint.
Reported seed capital of about $1 million to fund inventory and marketing, with investors including BDC Capital, Felix Capital and angels.
$1M source ↗
Mejuri took outside venture money for the first time and shifted from reselling other creators' designs to producing its own designs.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 4
primary sources listed
- mejuri storymejuri.com · web
4 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does mejuri story do?
- Toronto-based direct-to-consumer fine jewelry brand selling everyday pieces online and through its own stores.
- Who are mejuri story's investors?
- mejuri story's investors include 500 Global, Cedar Mundi Ventures, DASH Ventures, FELIX CAPITAL, FounderFuel, Imaginary Venture Capital, Incite.org, New Enterprise Associates (NEA).
- Where is mejuri story headquartered?
- mejuri story is headquartered in Toronto, CA.