DIG­I­TAL DISRUPTERS

These buzzy on­line jew­ellery brands are putting women first.

ELLE (Canada) - - Style -

MEJURI Noura Sakki­jha co-founded Toron­to­based Mejuri nearly five years ago with the am­bi­tion of de­moc­ra­tiz­ing the jew­ellery in­dus­try. The di­rect-to-con­sumer ap­proach means that the brand can lis­ten to women’s de­mands (thanks to so­cial me­dia) and turn around a new prod­uct, like dainty hoop ear­rings, in just four weeks. But don’t call it fast fash­ion—the brand sources most of its eth­i­cal dia­monds within Canada and pro­duces mainly in Toronto. Mejuri is best known for its en­grav­able neck­laces and sub­tle con­stel­la­tion-dot­ted zo­diac pen­dants, which are del­i­cate enough to be worn with any­thing. (From $38 to $489, mejuri.com)

WAKE Van­cou­ver na­tive Wing Yau launched her fine-jew­ellery la­bel in 2013 and quickly gained at­ten­tion for her un­der­stated opal and di­a­mond pieces. “Our prod­uct is for some­one who wants to break from the tra­di­tion of heir­loom jew­ellery,” says Yau, now based in New York, where the line is pro­duced. Ev­ery­thing is made to or­der, and the brand has seen a grow­ing de­mand for cus­tomiza­tion, like swap­ping out di­a­monds for birth­stones. For Yau, who pre­sented larger opals this sea­son, each piece is per­sonal. “Big or small, jew­ellery wears beau­ti­fully over time and will col­lect all your mem­ories.” (From $60 to $7,663, wwake.com)

AURATE Af­ter So­phie Kahn’s newly pur­chased faux-gold ring turned her finger green, she worked with pal Bouchra Ez­zahraoui to launch a dig­i­tal-first fine-jew­ellery brand that cuts out the mid­dle­man (to keep prices lower) and has an em­pha­sis on qual­ity. All the ma­te­ri­als, from ru­bies to gold, are eth­i­cally sourced, and ev­ery­thing is pro­duced in New York City. “It’s jew­ellery made for women by women. You don’t need to break the bank, and you don’t need a guy [to buy it],” says Ez­zahraoui. Aurate is con­stantly adding new styles—from black-di­a­mond-stud­ded bar ear­rings to sculp­tural gold-ver­meil chok­ers. (From $65 to $3,600, au­rate­newyork.com)

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