It would be fair to regard the jewellery industry as a crowded market but challenger brands are launching with social first strategies and making enormous strides. Take Mejuri, a small luxury brand from Toronto. The business has gained more than one million Instagram followers in six years and surpassed its 2020 target revenue by 102 per cent. How? By harnessing the power of micro-influencers and user-generated content (UGC).
Self-defined as “the new luxury”, Mejuri was co-founded in 2015 by engineer and third-generation Jordanian jeweller, Noura Sakkijha. Her aim was simple - to make everyday luxury jewellery more affordable by removing traditional markups.