A twist on tradition
Disruptive Toronto jewelry brand Mejuri introduces engagement rings
Let’s be real: The traditional engagement ring process is a teensy bit outdated: sky-high prices, unoriginal designs and oh, that whole thing about you being kept in the dark about the most important piece of jewelry you’ll ever receive. It’s why Canadian fine jewelry brand Mejuri is taking on the engagement ring market with the design tenets and accessible pricing that have made it a groundbreaking success in the retail game. Its decision to move into this niche space naturally came from a growing desire in their loyal fan base.
“Women in our generation are rulebreakers who challenge many traditional norms,” says Noura Sakkijha, Mejuri’s co-founder. “Many of them are non-traditional brides — they’re looking for something more personal than a diamond solitaire engagement ring, something that feels very special to mark the occasion.”
The brand’s debut collection will fea- ture more than 20 rings, including a line of understated wedding bands. And despite its affordable price points that eschew the major markup of conventional jewellers ($195 to $2,000 max), expect the same craftsmanship and quality materials — solid 14k gold, genuine gemstones and ethically sourced diamonds.
In keeping with its approach to very wearable fine jewelry, Mejuri is straying from the single sparkling diamond esthetic.
“We had a lot of feedback about large solitaires being awkward to wear or being impersonal,” says creative director, Justine Lancon. “We kept the collection limited to specific designs that aren’t centred around single stones. Instead, we feature asymmetrical clusters of stones in a variation of styles. We wanted to create a curated, organic collection that is strong because of the design details, not only the size of the stones.”
In this new venture, personalization remains a focus for the jewelry brand: You can add a custom engraving inside your band, with each piece taking four weeks to be custom made. You can also book a private engagement session instore to see the entire collection up close and receive advice from its hands-on stylists.
“Women in our generation are rulebreakers,” says Noura Sakkijha, co-founder of Toronto jewelry brand Mejuri.