Three brands disrupting the jewellery industry
These buzzy online jewellery brands are putting women first.
Noura Sakkijha co-founded Toronto-based Mejuri nearly five years ago with the ambition of democratizing the jewellery industry. The direct-to-consumer approach means that the brand can listen to women’s demands (thanks to social media) and turn around a new product, like dainty hoop earrings, in just four weeks. But don’t call it fast fashion—the brand sources most of its ethical dia-monds within Canada and prod-uces mainly in Toronto. Each Monday, Mejuri drops a new product as as part of its Editions concept and customers can even see upcoming releases and sign up for the waitlist. Mejuri is best known for its engravable necklaces and subtle constellation-dotted zodiac pendants, which are delicate enough to be worn with anything. (From $38 to $489, mejuri.com)
After Sophie Kahn’s newly purchased faux-gold ring turned her finger green, she worked with pal Bouchra Ezzahraoui to launch a digital-first fine-jewellery brand that cuts out the middleman (to keep prices lower) and has an emphasis on quality. All the materials, from rubies to gold, are ethically sourced, and everything is produced in New York City. “It’s jewellery made for women by women. You don’t need to break the bank, and you don’t need a guy [to buy it],” says Ezzahraoui. Aurate is constantly adding new styles—from black-diamond-studded bar earrings to sculptural gold-vermeil chokers. (From $65 to $3,600, auratenewyork.com)
Vancouver native Wing Yau launched her fine-jewellery label in 2013 and quickly gained attention for her understated opal and diamond pieces. “Our product is for someone who wants to break from the tradition of heirloom jewellery,” says Yau, now based in New York, where the line is produced. Everything is made to order, and the brand has seen a growing demand for customization, like swapping out diamonds for birthstones. For Yau, who presented larger opals this season, each piece is personal. “Big or small, jewellery wears beautifully over time and will collect all your memories.” (From $60 to $7,663, wwake.com)
This article originally appeared in the May 2018 issue of ELLE Canada.