Mejuri CEO Noura Sakkijha Accelerates Middle East Expansion with a Modern Approach to Jewellery
Noura Sakkijha, co-founder and CEO of Mejuri, is spearheading the brand’s entrance into the Middle East market, marking a significant milestone for the contemporary jewellery label. With a recent collaboration with Alyasra Fashion, Mejuri has opened a standalone boutique in Kuwait’s Avenues Mall, further solidifying its global presence.
Sakkijha’s journey into the world of jewellery started early, rooted in her family’s heritage as third-generation jewellers. Growing up observing her family’s deep connection to the trade, she developed a profound understanding of the values of trust and transparency. Mejuri was launched in 2015, challenging traditional jewellery marketing by promoting an accessible, everyday approach to fine jewellery, which has long been seen as gifts typically purchased by men.
The brand has captured the attention of a diverse clientele, expanding to over 55 stores worldwide and establishing a loyal following among trendsetters and digital creators.
Redefining Jewellery Ownership for Women
Sakkijha emphasizes the importance of self-expression in jewellery ownership. She observed a shift in women’s purchasing power and decisions, noting that many traditional jewellery brands have not adapted their marketing strategies to reflect this evolution. Instead, she created Mejuri to cater directly to women, encouraging self-purchase and everyday wear. The brand’s core philosophy invites women to “buy themselves the diamond,” positioning jewellery as an expression of individuality rather than solely as a gift.
Sakkijha describes Mejuri as “the customer’s friend who knows more about jewellery.” She outlined the brand’s commitment to quality manufacturing, transparent communication, and approachable store environments that enhance customer interactions. Each detail, from product design to customer experience, reflects an ethos of modern sensibility and craftsmanship.
Commitment to Empowerment and Community
Central to Mejuri’s mission is the Mejuri Empowerment Fund, established in 2020 to support underrepresented communities and women. The initiative focuses on providing scholarships and prioritizing partnerships with manufacturers that employ women, ensuring that the brand’s internal and external practices align with its values of empowerment. Approximately 70% of Mejuri’s team members are women, underpinning a culture of inclusivity.
Sakkijha notes that this representation is not merely a strategic decision but a natural outcome of the brand’s focus on women-centric jewellery and workplace benefits like generous maternity leave.
Sustaining Growth Amidst Rapid Expansion
The global jewellery market is projected to surpass $280 billion, creating a fertile landscape for brands like Mejuri to flourish. Sakkijha acknowledges that, within this expansive industry, there lies potential for numerous players to thrive. A recent McKinsey report highlighted self-expression and self-purchase as key growth drivers, showcasing Mejuri’s pioneering positioning in the market.
She believes that the brand differentiates itself through its diverse material offerings—including sterling silver and 14k gold—alongside a commitment to evolving brand identity and customer experiences. Mejuri’s expanding footprint provides greater accessibility to customers, enhancing their connection to the brand.
Trends and Design in the MENA Region
With the boutique’s recent opening in Kuwait, Sakkijha is observing buying trends in the Middle East. She notes a strong preference among women for gold and diamond jewellery suitable for everyday wear, alongside an appreciation for ornate sterling silver pieces. Earrings and rings rank among the most sought-after items in the region, reflecting cultural preferences and an inclination toward stylish yet accessible jewellery.
Personal Style and Brand Identity
Sakkijha describes her personal style as “moody,” often gravitating towards understated clothing that allows her jewellery to take center stage. Her signature pieces include two necklaces she wears daily, a cherished tennis bracelet, and stacked mini hoop earrings. The ability to curate and stack earrings is also a significant aspect of both her style and the Mejuri brand aesthetic.
The name “Mejuri” itself was conceived as a unique term, crafted to embody the brand’s values and vision. This branding has evolved over time, symbolizing the brand’s philosophy and mission.
As Mejuri continues its rapid growth and expansion into the Middle East, it remains committed to a modern approach to jewellery that resonates with women’s desires for self-expression and empowerment.
For more details, visit the original report on emirateswoman.com.
