Feeling disconnected from the narrative that fine jewellery is an occasional purchase typically marketed to men, co-founder and CEO Noura Sakkijha leveraged her learnings as a third-generation jeweller to launch the brand in 2015: resulting in redefining the way women think of and purchase fine jewellery—for themselves. The company pioneered the ‘drop’ model in the fine jewellery industry and refreshes its collections weekly. Mejuri’s success is inextricably linked to the brand’s highly engaged community, including over one million Instagram followers. The brand has sold 2M pieces of jewellery since inception and is worn by celebrities such as Selena Gomez, Lizzo, Justin Bieber, Billie Eilish, Ariana Grande, Oprah, Bella Hadid, Emily Blunt and Margot Robbie. In 2020, the brand launched The Mejuri Empowerment Fund in support of higher education for underrepresented women and non-binary individuals.