As part of its fall campaign, Mejuri wants to do things a bit differently—and they’ve tapped acclaimed filmmaker Gia Coppola to help. 

The Canadian jewellery brand and the Palo Alto director have teamed up for an episodic campaign called “New York Minute.” Coppola (who, yes, is a member of the famed Hollywood family and most recently made the Pamela Anderson-fronted TIFF film, The Last Showgirl) directed a series of short videos that capture the little moments that end up being memorable, even if you may not realize it at the time. Naturally, Mejuri pieces are featured throughout—the “supporting actor” life that is with people everyday regardless of what they’re going through. 

“We’ve reimagined ‘fine jewelry for everyday’ as a series featuring real young women in New York, capturing their authentic experiences and celebrating their individuality,” Mejuri co-founder and CEO Noura Sakkijha told ELLE Canada via email. “This series is more than content—it’s about creating a meaningful connection with our community and building a lasting Mejuri legacy. There was immediate synergy with Gia and The Directors Bureau; Gia brought our vision to life because she had a genuine connection to the stories we’re telling.”

Mejuri

The series features three episodes, each of which follow a group of young women on the precipice of change in their adult lives. The cast is made up of IRL friends—adding an authentic, intimate layer to the storytelling—and the series tracks the group through a joyful grocery shop ahead of a weekend getaway, as the main character contemplates a major change and as they get ready for an event, supporting their BFF’s decision. 

And staying true to the theme of connection, Coppola’s mother Jacqui Getty—a costume designer known for Single White Female and The Last Showgirl—also worked on the project. 

The first episode of Mejuri’s “New York Minute” series is available to watch online now, with subsequent episodes premiering over the next two weeks.

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