“Buy yourself the damn diamond.” Such is the gospel of Noura Sakkijha, CEO and co-founder of fine jewelry company Mejuri. In 2015, she started her Toronto-based brand to reframe the conversation around jewelry, mainly around the idea that the industry was built for men gifting women. Instead, Noura wanted to empower women to celebrate themselves.

This notion of agency and self-expression is precisely what has grown Mejuri into one of the most exciting and dynamic lifestyle brands today. Noura, who is a third-generation jeweler, has proven her business thesis and built her company into a global direct-to-consumer brand that has not only influenced the purchasing behaviour of women but completely turned the industry’s distribution model on its head by pioneering weekly style drops.

Today, Mejuri has been able to amass a following of brand evangelists like Oprah, Bella Hadid, Ariana Grande, and Lizzo - along with thousands of other women - who believe in Noura’s mission.

In today’s episode, Noura joins us to discuss how her upbringing shaped her approach to design, building a company while raising a family, and what it takes to create a buzzworthy direct-to-consumer brand.

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