The Stars’ Favourite Everyday Fine Jewellery Brand Is Popping Up In London

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Former British Vogue cover girl Billie Eilish wearing a selection of Mejuri rings.

She finds clients are as much interested in learning how to style their jewellery as they are in what to buy. Mejuri is well known for its fine jewellery basics, whether it be gold vermeil ribbed hoops or micro-pavé diamond signet rings. Now Sakkijha is seeing a shift towards women wanting to add in larger, statement pieces alongside their delicate layering pieces. A large pearl hoop is one such top seller, another is an heirloom ring that centres on a juicy red garnet.

Mejuri’s Heirloom ring in 14k gold and garnet is designed to make a statement and fit seamlessly in with the brand’s more delicate layering pieces, £500, mejuri.com.

Mejuri’s core self-purchasing customer is also now going beyond treating herself. In the past year, the brand has seen a 66 per cent increase in customers buying pieces for friends and loved ones, jewellery being the ideal sentimental gift that the recipient can wear everyday and for years to come. “It’s been a way to celebrate a friend’s birthday or anniversary, even if you can’t see each other,” she says.

The Duchess of Cambridge wore Mejuri’s organic pearl stacked hoops in a special Commonwealth broadcast on 7 March 2021

And after years of men coming to Mejuri and buying pieces from the main collection, they have now been rewarded with their own collection of bracelets, necklaces and rings. It’s been a huge success, something that Sakkijha credits to men and women becoming more focused on expressing themselves through accessories and body adornment. “People are making their look personal through piercing, tattoos, and jewellery,” she says.

With all this growth and the opening of the pop-up, which will be on South Molton Street until Sunday, Vogue predicts it won’t be long before Mejuri returns to London in a more permanent form. Watch this space.

Mejuri Leverages Real-Time Profitability Data to Inform Decision-Making

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Like many brands dealing with COVID-19, DTC jewelry brand Mejuri was forced to focus intently on its online operations this year. The company decided to invest in technology that would help it harness the power of data to improve its customer insights and the shopper experience.

“At Mejuri, we view data as a strategic asset, especially when it helps us create more compelling customer experiences,” said Majed Masad, COO at Mejuri in an interview with Retail TouchPoints.

The brand deployed a SaaS module from SoundCommerce, dubbed SoundProfit 360, that provides real-time order tracking and shopper-level profitability insights. The ability to track “on the fly” has helped Mejuri reduce the time and effort required to execute operational and financial decisions that benefit its customers.

“With COVID and recent market dynamics, tracking variable costs in real time becomes even more important. We’ve seen swings in our cost of goods sold along with our digital media customer acquisition costs,” said Masad in a statement. “Shopper behavior is also less predictable today, requiring more creative experimentation in merchandising and marketing. SoundCommerce allows us to track the exact impact of these variables on our profitability as we make real-time decisions regarding assortment, promotions, inventory, marketing and fulfillment.”

Like many retailers, Mejuri acquires and engages its customers from a diverse set of marketing channels, including Facebook, Instagram, Pinterest and Google. Mejuri sells through multiple channels, including ecommerce, call center and physical store locations, processing orders for fulfillment across multiple locations and a variety of shipping methods.

“SoundCommerce tracks variable marketing costs, order- and item-specific cost of goods sold (COGS), and variable fulfillment and shipping costs to provide cross-departmental decision makers at Mejuri with real-time insights into gross margin and contribution profit as the business operates,” said Eric Best, Founder and CEO of SoundCommerce in an interview with Retail TouchPoints. “One additional output of the SoundProfit 360 module is lifetime contribution profit for each individual shopper that Mejuri engages — updated as new campaigns run, new orders convert and new shipments flow over time. This customer-level profit insight can inform every business decision, from where to acquire the highest value customers to how best to serve them in a retail store and at the residential doorstep.”

SoundProfit 360 offers granular variable revenue and cost accounting of:

Discounts and markdowns;

Cancellations, returns and refunds;

Product and category cost of goods sold, including customization and personalization costs;

Digital marketing campaign costs of acquisition and retention;

Tax;

User credits, gift cards and other stored credit; and

Shipping revenue and cost for each unique order and customer — processed as customers shop and orders flow.

The technology groups variable cost and profitability data by customer in order to track shopper-specific contribution margins to customer lifetime value (CLV). The computations incorporate the net costs of discounts, returns, landed COGS, acquisition and retention marketing spend, and fulfillment and delivery.

“SoundProfit 360 collects and processes revenue and cost data in real time from every system across the enterprise,” explained Best. “It builds a unique profitability waterfall (an accurate profit and loss statement) for every distinct product, order, shipment and customer. It stages this unique data for flexible application against any use case or downstream system where profit can be used as a decisioning input.”

This data then helps brands and retailers like Mejuri to:

Analyze real-time product, order and customer contribution margin and profits;

Act on real-time awareness of COGS and gross profit by product SKU variation, including promotions and markdowns;

Track and allocate digital marketing spend by source, medium and campaign to exact order and customer IDs — with support for flexible and custom attribution modeling; and

Reconcile actual fulfillment and shipping costs to unique orders, shipments and customers.

Mejuri uses the real-time tracking to swiftly, and fluidly, pivot strategies. “A key capability is profit margin impact reporting that takes us beyond revenue analysis [to look at] specific item mix, marketing campaigns and shipping methods at the order level,” said Masad. This granular data also makes it easier for the retailer to analyze its business by channel and international geography.

Retailer Plans to Use Solution Across Multiple Channels

While COVID-19 made Mejuri focus heavily on ecommerce and customer fundamentals this year, its new and existing retail stores are coming back strong, said Masad. “We expect to expand our analysis into areas like cross-channel merchandising promotions performance and inventory (allocation) by channel and location as we move into 2021.”

The coolest eco jewellery

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What makes jewellery eco-conscious? There’s a plethora of brands offering an answer to that right now. Homegrown labels like Shyla London, Otiumberg and Sondr London make their collections from recycled gold and silver. At Pippa Small and Kimaï, stones are ethically sourced and diamonds lab-grown respectively.

Ghanaian-born, London-based Emefa Cole’s eponymous boutique has committed to using exclusively single mine origin (SMO) gold – 100 per cent of its journey can be traced from mining to retail. As of Earth Day last month, millennial midmarket favourite Missoma is the first jewellery brand to calculate and offset carbon from its deliveries and returns in real time, using climate-tech platform Vaayu.

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