Mejuri Introduces New Steel Collection
Toronto-based contemporary jewelry brand Mejuri on Monday revealed its expansion with its newest collection, steel.
The jeweler is now expanding its materials beyond fine jewelry — its array includes natural and lab-grown diamonds, 14-karat and 10-karat gold, 925 sterling silver, 18-karat gold vermeil, titanium and platinum. Others include gemstones, pearls, enamel and lab-grown gemstones.
Third-generation Jordanian jeweler Noura Sakkijha, chief executive officer and founder of Mejuri, told WWD that the expansion into steel was the “right material at the right moment.” When introducing a new material such as steel, she said it still has to fit into the Mejuri brand’s ethos of “jewelry for everyday life that is considered, comfortable, intentional and made to live in.” Related Articles Mens Fashion Aries Plots Japan Flagship, as Spin‑off Line No Problemo Fuels Growth Mens Retail Business Slam Jam's Luca Benini on Becoming a 'Brand Elevation' Man
Introducing steel allowed the in-house designers at the brand to play with the material’s strength, durability and sculptural possibilities. You May Also Like
“[Steel] allowed us to explore a larger scale and a different expression of our design language while maintaining the performance qualities we care deeply about: being hypoallergenic, water-resistant and incredibly durable. It simply gave us another way to express the same point of view.”
The move is part of Mejuri’s ongoing expansion — last month, WWD spoke to Sakkijha about the brand’s doubling down on its sterling silver, gold vermeil and natural and lab-grown gemstone materials given the decline in consumer sentiment .
While Sakkijha said the collection wasn’t specifically conceived in response to the raw gold and silver price hikes hitting the jewelry market, she noted that the current market makes steel “even more compelling” to allow Mejuri to create “larger, bolder pieces” while maintaining its accessibility in price points. The collection ranges from $98 to $168.
“As gold prices continue to rise, consumers are becoming much more intentional about their purchases,” Sakkijha explained. “Our role has always been to deliver exceptional design , quality and value — regardless of material. Steel allows us to do that in a new way. Ultimately, this was about expanding the ways someone can wear Mejuri, not shifting away from who we are.”
Constantly thinking about how the customer lives, where she goes and what role jewelry plays in her everyday life is what Mejuri is focused on. From there, the brand combines it with the pillars of “comfort, considered design, transparency and quality” to inform its collection.
Notably, Mejuri’s loyal customers were constantly requesting larger and expressive pieces that were easy for the day-to-day — and Sakkijha said steel solved that problem. For new customers, steel presents an accessible entry point to the brand without having to “compromise on design or quality.”
“We also spent a lot of time with our loyal customers before launching the collection and the response was incredibly exciting,” Sakkijha continued. “Once they touched the pieces, felt the weight and understood the design intention behind them, the immediate reaction was, ‘When can I buy this?’ Our customers trust us to evolve with them and show up across different moments of their lives while staying true to what they already love about Mejuri.”
The inspiration for the steel collection came from the 1960s and 1970s — the sculptural works of Arnaldo Pomodoro and Verner Panton is most notable. She said the time period, when “manufacturing opened up new possibilities and designers pushed form in exciting ways,” was particularly significant.
The collection draws on Bombé shapes, tubular forms and the polished, “almost liquid quality,” which Sakkijha said is modern for today, but the reference remains timeless. Steel is more sculptural given the material’s properties, in ways that gold, sterling silver and vermeil can’t replicate.
The brand said the role of steel in the collection is to offer “fashion-forward style” with accessible price points. The first collection leans into the current maximalism trend but the brand noted that future launches will go beyond the trend to offer “different aesthetics and trends” to its consumer base.
Sakkijha shared that given North America’s current state of unease in retail and the ever-changing market, customers have become more intentional — buying less but still expecting more from every purchase. Trust has become one of the “most valuable currencies” a brand can tap into, which plays into Mejuri’s position in the jewelry market.
Mejuri currently operates direct-to-consumer — stand-alone stores in the New York market are in Williamsburg, White Plains, Flatiron and SoHo. The brand has more than 60 stores across the U.S. and Canada , with four stores in London and two in Kuwait City alongside Sydney and Melbourne in Australia. Upcoming store openings include Century City in Los Angeles and Oakbrook in Illinois .
“At a time when luxury is becoming more expensive and fast fashion is becoming more disposable, we occupy a unique space in the middle. We can offer what consumers are increasingly looking for: exceptional design, great quality and an approachable experience. We’ve spent the last decade building a brand around a simple idea: beautiful, high-quality jewelry that integrates into everyday life. Fine jewelry remains at the heart of Mejuri — and we see steel as a complementary expression of our design point of view rather than a departure from it. This collection, and the next chapter of Mejuri, isn’t about reinvention. It’s about evolving alongside how our customers live today while staying incredibly consistent about who we are,” Sakkijha concluded.
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Información reportada originalmente por WWD. Leer la nota completa en la fuente original.
