The Insider Picks team writes about stuff we think you'll like. Business Insider has affiliate partnerships, so we get a share of the revenue from your purchase.As part of an ongoing series, Insider Picks features products or stores poised for big things. The subject of this spotlight is a direct-to-consumer fine jewelry company called Mejuri.Most women associate getting fine jewelry with special occasions, like anniversaries, engagements, and birthdays.But that doesn't have to, and frankly shouldn't, be the case if you ask Noura Sakkijha and Justine Lanon, the cofounders of Mejuri, a Toronto-based jewelry startup.Sakkijha andLanonlaunched Mejuri in early 2015 with the idea that women don't need to wait for someone else to give them fine jewelry; instead, they wanted to put the purchasing power in the hands of women, giving them the opportunity to buy contemporary, fine jewelry for accessible prices."We wanted to create a class of jewelry for women who shop for themselves the way they shop for their shoes and bags,"Sakkijha told Business Insider. "Women dont want to spend their whole paychecks on high-quality jewelry; they want to have a choice to buy high-quality, non-overpriced jewelry for their day-to-day lives. And we are giving them that choice."Women currently account for 89% of the company'stransactions.As a woman, I totally get why it's resonating with this demographic so well.The jewelry market looks crowded, but if you pay close attention, its mostly divided into very classic and expensive fine jewelry oraffordable costume jewelry that wont last. Women want something in the middle, and Mejuri fillsthe gap with it's delicate collection of rings, earrings, necklaces, and bracelets, which retails foras low as $25 for a solid gold stud to as high as$325 for a solid gold evil eye necklace.To that end,Sakkijha andLanon told meMejuri has already exceeded over 1million dollarsin year two of operation and reports 20-30% of monthly transactions are from repeat customers. "We've established a great level of loyalty with customers in a product category that is perceived as a non-frequent purchase," said Lanon.The company's direct-to-consumer business model, which allows itto keep price markups low, and its commitment to customer service are largely to credit.Since launching, Mejurihas relied heavily on customer feedback to improve its jewelry."We involve our customers in product feedback, sincethis helps in the evolution of our quality and choosing what we introduce to the market,"Sakkijha andLanontold me. "We also give them the ability to reach out to us via email and text, and will be integrating more and more technology to speed up our response times. Were really driven to provide a luxury experience to every single customer."After getting to wear a fewpiecesfrom Mejuri'scurrent fine jewelry collection for a few weeks, I'd recommend the companyas one of the best places to buy fine jewelry online. Not only isMejuri constantly putting new pieces into production (it's established a lean and quick supply chain that allows itto get products from concept to store in 3-4 weeks), its message, its high quality, and its transparent pricesare all things I can get behind.The companysent me a pair of hoop earrings($125), choker-style necklace($255), and ring ($170) so I could get a sense of the jewelry's overall quality, and each piece feels and looks a lot nicer than its price suggests. They're my new everyday go-tos, and I'm already eyeing a couple other pieces I want to eventually buy for myself.Mejuri is smart addition to the jewelry market and one that's going to be great for customers, be they women who are shopping for themselves, or people who are looking to find greatgifts for the women they love that don't put a huge dent in their wallets.Have a closer look at some of my favorite jewelryfrom Mejuri below:READ THIS:A jewelry expert shares everything you need to know before buying an engagement ringSEE ALSO:I just discovered my hands-down favorite pair of skinny jeans ' and you're going to want a pair, tooDON'T MISS:20 thoughtful Valentine's Day gifts every woman will loveWearingachoker withanother slightly longer necklace is a subtle way to step up your jewelry game.Spheres Choker, $255|Diamond Necklace, $290These elegant threader earrings don't have backs to them, so you can adjustwhere and how they fall.Grace Threader Earrings, $170Stacking a few dainty rings together adds some extra sparkle to your outfit and looks cool. Feel free to mix metals, tooyellow, rose, and white gold all play well together.Diamonds Line Ring White Gold, $200|Solo Diamond Ring, $175|Beaded Ring White Gold, $73See the rest of the story at Business Insider
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