Mejuri Profile

Part
01
of three
Part
01

Mejuri-Social Media Scan

Mejuri uses social media channels like Instagram, Facebook, and Twitter to promote its range of products. They have partnered with social media influencers and bloggers who help in promoting the products to a bigger audience. Mejuri refers to the partnering influencers as "The Fine Crew". A detailed report is presented below.

Social Media Channels

Messaging Used on Social Media Channels

  • On Instagram, Mejuri uses their jewelry in photos accompanied with messages like "Yes some of us are still holding on to summer and what of it?". The brand is using a message the audience can relate to but complements with a stunning picture of their products.
  • In a post on Instagram, they have featured a photo of Oprah Winfrey wearing their jewelry. The accompanying message is, "@oprah wears the Organic Pearl Hoops". This associates the brand with quality and reliability.
  • In another Instagram post, Mejuri features a photo of gold jewelry with a message "Fortune favors the gold. The Menagerie is here — five fine specimens made for showing off." This sparks a conversation about their prowess and perfection in jewels.
  • On Facebook, Mejuri posted, "You could toss your jewelry in a clay dish you made in the sixth grade *or* you could consider the travel case like" with a photo of their jewel case. This message infers the quality and dependable design of the product over a clay dish.
  • On Facebook, they posted a picture of pearl jewelry with a message, "I'm just a pearl standing in front of your cart asking you to love her". Mejuri is using witty and entertaining message to market their products to the audience rather than pushing them.
  • On Twitter, Mejuri posted a picture of models wearing the brand's jewelry and the accompanying message read, "You’re a gem + so are these. The Gem Edition is here in rose quartz, blue lace agate, lapis lazuli, black spinal These gemstones are daily reminders to find clarity, love, balance (or whatever it is you’re looking for). Find what best suits you".

Influencers/Bloggers Promoting Mejuri Products

Research Strategy

In order to determine how Mejuri is using social media and influencers to promote its products, we consulted the web for articles on blogs and posts on social media platforms about fashion bloggers/influencers promoting the brand. We also scanned various social media channels to determine whether Mejuri is active on those platforms as well as discover the messaging used by the brand on the social media channels. The research yielded results and we were able to find the social media channels used by this brand, the messaging on the channels, and influencers promoting the products.

Part
02
of three
Part
02

Mejuri Key Marketing Staff

Some key people in the marketing staff of Mejuri include Aila Morin, Peter Cheung, Angelica Ong, Kushal Shah, Jamie Blustein, Emily Mooy, and Kelsey. A detailed report of the key marketing staff is presented below.

Aila Morin

Peter Cheung

Angelica Ong

Kushal Shah

Jamie Blustein

Kelsey K.

Emily Mooy

Research Strategy

In order to find the key people on the marketing staff of Mejuri, we consulted LinkedIn to find current employees at Mejuri. We found individuals holding marketing positions with key titles including director, manager, and coordinator at Mejuri.
Part
03
of three
Part
03

Mejuri Future Plans

Mejuri's future plans are primarily centered around organic growth of the business, including the creation of offline sales channels, the expansion into new countries and markets and the hiring of new corporate headcount. Amid these aggressive growth plans, Mejuri appears poised to continue leveraging the company's brand, values and social-media based marketing strategies to propel the business to greater market share.

Organic & Inorganic Expansion

  • Perhaps the most significant underlying theme or driver behind Mejuri's expansion plans is the goal of CEO Noura Sakkijha to make Mejuri the "number one global jewelry brand."
  • As part of realizing this ambition, Mejuri closed a $23 million Series B round in April 2019, which came on the heels of a $5 million Series A round this past September of 2018.
  • Notably, Mejuri has highlighted its intention to use its latest capital raise to support the company's expansion into offline venues, such as brick and mortar stores and pop up locations in both the US and Canada.
  • For example, Mejuri recently opened stores in Toronto and New York City, and launched its third brick and mortar store in Los Angeles this past July of 2019.
  • Moreover, the company also plans to leverage its latest financial injection towards expansion beyond Canada and the US, Mejuri's largest markets, as well as the 33 countries to which it sells and ships Mejuri products.
  • Meanwhile, an extensive review of investor trades including TechCrunch, Crunchbase and WWD, fashion and lifestyle outlets including Fashionista, Refinery29 and Brit + Co and private equity media, including Private Capital Journal, suggests that there has been no public discussion by Mejuri or speculation by investors regarding potential merger and acquisition opportunities involving the jewelry company.

Business Developments

  • In parallel with Mejuri's plans for organic expansion, the company has also announced its intention to continue growing its headcount.
  • Specifically, while discussing potential uses for the company's latest Series B funding round, Mejuri highlighted plans for aggressive new hiring, which will build on its year over year headcount growth from 25 to more than 130 employees.
  • Meanwhile, Mejuri also has announced its intentions to further the disruption of the jewelry industry by sustaining and developing new ethical supply chain standards.
  • For example, Mejuri remains committed to the use of "conflict-free" and "socially responsible" diamond suppliers, will continue to work only with suppliers who can guarantee ethical sourcing, and has discussed introducing new potential standards around the sourcing and recycling of gold.

Marketing Strategies

  • Mejuri recently announced its intention to devote some of its Series B capital funding to new investments in branding and customer experience, and related discussion suggests that these investments will be incremental to the strategies that have brought the company such success to date.
  • For example, within a recent interview with Brit + Co, Ms. Sakkijha highlighted her intention to maintain the company's "authentic brand voice," while also continuing to create a corporate image that is relatable and fresh, through the ongoing use of marketing via social channels, as well as the continued creation of innovative and reasonably priced products.
  • In particular, Mejuri plans to continue building on its primary advertising strategy of leveraging social channels, such as marketing to the company's over 580 thousand Instagram followers.
Sources
Sources

From Part 01
Quotes
  • "I’ve worn it for a couple of years now and I’m also a rep for them! I recently did a shopping night event with them at their showroom in Toronto. "
Quotes
  • "As of January 2019, I am part of The Fine Crew at Mejuri! What does this mean? If you shop through my referral link, you get 10% off your order"
Quotes
  • "I'm just a pearl standing in front of your cart asking you to love her"