Mejuri turned self-purchase into a Valentine’s Day gift movement

“Buy yourself the damn diamond” was Mejuri’s line for its 10th anniversary in 2025. That same point of view runs through the brand’s Heart Collection, where Better Half Heart Studs cost $598 and Valentine’s gifting reads less like a formal occasion than a personal decision. Mejuri still sums up the idea as “fine jewelry for every day, for our damn selves.”

Why Mejuri changed the Valentine script

Noura Sakkijha built Mejuri from a family jewelry background and used that insider knowledge to flip the old code around. The brand tells shoppers they are “your own best reason to celebrate,” and when Mejuri marked its 10th anniversary in 2025, the line around the company was even blunter: “Buy yourself the damn diamond.” Long before self-purchase became mainstream, Mejuri was encouraging women to celebrate themselves.

The company does not lean on the classic “someone buys it for you” jewelry script. It sells pieces that can be worn on a Tuesday and stacked into an everyday uniform.

What the numbers say about the brand

ECDB puts Mejuri’s 2025 online GMV at about US$160 million, while Grips estimates 2025 online sales at US$178.5 million. The brand has sold more than 1.8 million pieces since launching in 2015, and Forbes puts its retail footprint at 56 locations and counting. Its stores and piercing studios stretch across North America, Australia, and the UK, with select locations offering piercing services and in-store cleaning.

Its Empowerment Fund was established in 2020 and supports women and non-binary people’s access to skills through education.

The safest Valentine’s gifts are the ones she’ll wear again

If you want the gift to read clearly as Valentine’s without turning sugary, start with the Heart Collection. Two of Hearts Studs are $138 in 18k gold vermeil with lab-grown white sapphire, Two of Hearts Necklace is $198, and Heart to Heart Necklace is $218 in sterling silver. For a bigger, more literal declaration, Better Half Heart Necklace is $778 and Better Half Heart Bracelet is $538 in 14k yellow gold with lab-grown diamond.

For the woman who practically lives in hoops, huggies, and one great chain, Mejuri’s everyday pieces are the smarter play. Tube Huggie Hoops are $98, Single Mini Hoop is $78, Dôme Huggies are $118, and Round Lab Grown Sapphire Studs are $98. On the bracelet side, Serpentine Chain Bracelet is $78 and Boyfriend Bold Bracelet starts at $58 in sterling silver.

If she likes sparkle but not the look of traditional heirlooms, Mejuri’s lab-grown sapphire pieces hit the sweet spot. Lab Grown Sapphire Orbit Bracelet is $178, Lacey Lab Grown Sapphire Ring is $158, Aurora Lab Grown Sapphire Eternity Ring is $258, and Pavé Lab Grown Sapphire Small Hoops are $198. For the splurge tier, Pavé Diamond Huggie Hoops are $538, Serpentine Chain Necklace starts at $898, and Heirloom Ring is $1,100.

If you are buying for him, or want something less coded

Mejuri’s men’s assortment keeps the same clean, modern language. Black Onyx Square Signet Ring is $238, 5mm Curb Chain Necklace is $398 in titanium, 6mm Smooth Band is $338 in black titanium, and Round Box Chain Necklace starts at $1,400 in 14k yellow gold.

There is also an easy way to make the gift more personal: turn it into a choice instead of a surprise. Its stores and Piercing Studios are available across North America, Australia, and the UK, with complimentary cleaning in store and select appointments for piercing.