Jewelry brand Mejuri has everything ready to celebrate International Women’s Day and well in advance. The brand created by former engineer Noura Sakkijha and art director Justine Lançon intends to make its positive fine jewelry part of March’s celebration.
Although known for its minimalist jewelry designs, Mejuri will make its first foray into the clothing line for the campaign. Glossy reported that the new garments consist of soft jersey sweatshirts embroidered with the word “Golden” in gold thread. The design echoes its “Golden Together” campaign that promotes support among women.
As announced by the brand, 100% of the funds will be donated to the Mejuri Empowerment Fund created in June 2020, which supports women and non-binary people’s education.
Jenna Lyons, “Schitt’s Creek” actress Annie Murphy, model Grace Mahary, Black Business, and Professional Association president Nadine Spencer and restaurateur Lindsay Jang will be the faces of the campaign. They will appear in marketing and product photos and post about the campaign on their respective social media accounts.
Since its founding in 2013, Mejuri has been a pioneer in marketing by and for women in an attempt to demystify jewelry and transform it into an empowering tool.
“We [hope] to create a trend of women buying jewelry for themselves rather than being gifted (or waiting for men to buy jewelry for them),” Sakkijha and Lançon told Forbes in 2017. “We aim to make jewelry part of women’s everyday life just like they think of their shoes and bags – exciting stats around this is that 89% of our transactions are done by women!”
Now, amid the worst pandemic in over a century and of a worldwide identity revolution, Sakkiljha’s initiative takes on a new connotation, riding the bandwagon of the ethics of consumption and the impact of big brands on the rest of the world.
Sakkijha told Glossy that the Empowerment Fund supports that idea and that branching into apparel was an affordable way to get existing customers on board. The sweatshirts are priced at $85, while most of Mejuri’s jewelry retails for more than $100.
“We designed everything in-house – the product design, the photography, and videography,” Sakkijha said. “It was a bit of an adjustment, though, because apparel actually has a longer lead time; it takes longer than jewelry to make changes to the design.”
With the new campaign and their sweatshirt launch, the number of sales will decide if Merjuri continues to sell apparel. Many have asked throughout the years, so they’re giving it a shot with a great initiative. However, though Sakkijha can see herself doing another clothing campaign, she made sure to note, “jewelry will always be our main focus.”
The campaign is available now on their website. Head over before they run out!