Mejuri expands into steel with sculptural everyday jewelry pieces

Mejuri’s move into steel is less about chasing a new metal than about testing how much meaning everyday jewelry can carry when it gets tougher, lower-pressure, and easier to wear all day. The Toronto-based brand has added Billie hoops, Gia droop earrings, and Lulu drop studs to a collection built to keep its sculptural look intact while widening the materials it offers beyond gold and silver.

Steel changes the proposition for the customer in practical ways. Mejuri says the metal gave its in-house designers room to work on larger scale pieces while keeping the collection hypoallergenic, water-resistant, and durable. That matters in a category where many shoppers want jewelry that can survive commutes, workouts, showers, and constant wear without feeling precious in the fragile sense. The brand’s mission has long been “fine jewelry for every day,” and steel pushes that idea closer to the body, not further away from it.

Founder Noura Sakkijha has spent years building Mejuri around a different jewelry ritual. A third-generation jeweler, she founded the company in 2015 after growing up in the trade and deciding that the old model, in which men bought jewelry for women as gifts, did not match how many people actually want to buy and wear jewelry now. Mejuri has described that shift as moving away from traditional gifting and toward buying jewelry for “your damn self,” a framing that helps explain why an accessible steel line fits the brand’s identity rather than diluting it.

The launch also reads as a scale play. A recent profile said Mejuri now has more than 700 team members across headquarters and retail stores, which suggests this is not a one-off experiment tucked into a small capsule. It is a deliberate broadening of the brand’s material vocabulary, one that follows its established mix of 14k gold, sterling silver, gold vermeil, and diamonds. WWD has also reported that Mejuri has been leaning more heavily into sterling silver, gold vermeil, and natural and lab-grown stones as consumer confidence weakens, a sign that the new steel collection may meet a more value-conscious shopper without abandoning design ambition.

For younger buyers especially, the appeal is clear. Steel can make keepsake jewelry feel less ceremonial and more lived-in, which is exactly the territory Mejuri has staked out since the start. If the launch resonates, it will be because it answers a simple but important question: what if meaningful jewelry was not only precious, but also sturdy enough to become part of the daily uniform?