Editor’s Note
**Editor’s Note:** Mejuri expands its material repertoire with a new steel collection, marking a strategic shift beyond fine jewelry.
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.” Introducing steel allowed the in-house designers at the brand to play with the material’s strength, durability and sculptural possibilities.
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.
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. 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.
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.”
While Sakkijha said the collection wasn’t specifically conceived in response to the raw gold and silver price hikes 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.
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 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 decline in consumer sentiment, Mejuri currently operates [stores]. 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 diamonds.
Campaign image from the new steel collection. Billie hoops, Gia droop earrings, Lulu drop studs in steel. Janis Flexi bangle set and Janis Flexi bangle in steel. Mejuri’s new steel collection. Courtesy of Mejuri.
