Succeeding in the retail and eCommerce landscape is becoming increasingly challenging. Customer acquisition costs (CACs) are rising, and consumers are inundated with more shopping choices than ever before. According to a report by Shopify, CACs for eCommerce brands rose by 222% in just eight years.

Beautiful products make a difference, but standing out also requires an innovative brand strategy and an unparallelled customer experience.

Enter Mejuri, the "everyday” fine jewelry brand that has rapidly become a darling of digital retail by rewriting the rules of how jewelry is designed, marketed, and sold online. With a blend of data-driven eCommerce innovation, a distinctive influencer strategy, and a relentless focus on customer experience, Mejuri offers a blueprint for brands looking to thrive in the new era of retail.

Mejuri: The Brand Story

Mejuri was founded on a simple but powerful idea: fine jewelry shouldn’t be reserved for special occasions or locked behind intimidating glass cases. Instead, it should be accessible, personal, and part of everyday self-expression.

This ethos is reflected in everything Mejuri does—from its minimalist, stackable designs to its approachable brand voice and inclusive marketing.

Luxury for All

Unlike traditional jewelry brands that rely on exclusivity and high markups, Mejuri’s direct-to-consumer model makes high-quality pieces more affordable and transparent.

"To make luxury accessible, we've built relationships with the best manufacturers and sell directly to you,” the company said in a report by Cosmopolitan.

"Basically, our jewellery is handcrafted with the same top materials and quality craftsmanship as other luxury jewellery brands but without the traditional markups.”

The brand’s omnichannel presence, with flagship stores in cities like London, New York, and Los Angeles, complements its robust online platform. Customers can discover, try on, and purchase jewelry in the way that suits them best.

This approach has helped Mejuri build not just a customer base, but a vibrant community that feels invested in the brand’s journey.

Strategic Partnerships

Mejuri’s partnerships with micro-influencers and brand ambassadors, such as tennis star Emma Navarro, reinforce its message of authenticity and everyday luxury. Rather than chasing celebrity endorsements, Mejuri cultivates relationships with real people whose lifestyles and aesthetics resonate with its target audience.

This influencer strategy has proven highly effective in building trust and driving word-of-mouth marketing, a critical factor in today’s crowded digital marketplace6.

Mejuri’s eCommerce Strategy is Worth Emulating

What truly sets Mejuri apart, however, is its willingness to experiment and innovate in the eCommerce space—a necessity as digital retail evolves at breakneck speed.

1. The "Drop” Model & Small Batch Production

Mejuri’s weekly product "drops” are a masterclass in creating anticipation and exclusivity without alienating customers. By releasing new designs in small batches every week, the brand keeps its assortment fresh and customers coming back to see what’s new.

This not only drives repeat purchases but also fosters a sense of urgency—customers know that once a piece sells out, it may not return for some time. Members of M+, Mejuri’s loyalty program, can get access to bigger and even more exclusive "drops.”

Small batch production also allows Mejuri to be nimble, reducing waste and ensuring that inventory aligns closely with demand. This model is increasingly common among innovative retailers, as it enables rapid response to trends and minimizes the risk of overstock.

2. Ethical Sourcing & Precious Metal Recycling

To keep pace with consumer demands, Mejuri has created an eCommerce supply chain that prioritizes sustainability, ethical sourcing, and even recycled materials in its products. According to the company’s statements, it uses 94% recycled gold and 92% recycled silver in its products. It even uses ethically sourced, lab-grown diamonds.

The company’s commitments have earned it rewards, which truly resonates with conscious shoppers.

"This year, we achieved Positive Luxury's Butterfly Mark certification, which is awarded to brands that demonstrate increasingly high standards in social impact and environmental sustainability,” the company says.

"To earn it, we had to undergo a comprehensive assessment built on the foundation of international agreements, global frameworks and standards, and potential upcoming legislation—and we will do it all again every two years.”

3. Influencer Strategy: Micro-Influencers and Authenticity

Mejuri’s influencer strategy is built on authenticity and approachability. Rather than relying solely on celebrities, the brand works with a network of micro-influencers whose audiences trust their recommendations.

According to eTail Insights’ 2024 report, "Optimizing Success on eCommerce Marketplaces,” nearly half of leading retail brands are now partnering with influencers to boost brand awareness, and 41% plan to increase such partnerships in the coming year. 

Mejuri’s success in this area demonstrates the power of micro-influencers to drive both brand credibility and sales, especially among younger, digitally native consumers.

4. Customer-Driven Personalization

Mejuri uses personalization to ensure its products meet customers’ exact specifications, whether they want to design a product themselves or meet with an expert to get a product perfect for them.

Mejuri’s "Make It Yours” page allows customers to start with a necklace or bracelet, then add and change it until it’s exactly what they want. Customers can even book a complementary styling appointment to get first-hand assistance from experts.

"Whether you need some golden advice or a whole new look, our stylists are here to help you step up your stack,” the page says.

What Retailer and eCommerce Leaders Can Learn from Mejuri’s Playbook

Mejuri’s approach offers several key takeaways for brands seeking to elevate their eCommerce strategy:

• Customer Acquisition Through Community: By building a community around everyday luxury and self-expression, Mejuri transforms customers into brand advocates. This organic word-of-mouth is a powerful—and cost-effective—customer acquisition tool, especially when amplified by micro-influencers6.
• Experimentation and Agility: Mejuri’s willingness to experiment with product drops, small batches, and rapid prototyping allows it to stay ahead of trends and respond quickly to market feedback.
• Influencer Strategy as a Growth Engine: Partnering with micro-influencers who genuinely align with the brand can deliver outsized returns in both credibility and reach. This influencer strategy is especially effective for customer acquisition in niche markets, where authenticity matters more than sheer follower count6.
• Personalization Powered by Data: Investing in AI and data analytics to personalize the customer journey pays dividends in engagement, loyalty, and sales. As eTail Insights research shows, advanced personalization is among the most effective ways to boost conversion and customer lifetime value.
• Omnichannel Integration: Mejuri’s seamless integration of online and offline experiences—such as in-store styling appointments and digital-first product launches—ensures that customers can engage with the brand on their terms. This omnichannel approach is increasingly critical as consumers expect flexibility and consistency across all touchpoints.

"We have a culture where we love to not just think, but experiment. It’s only through experimentation that we can ever effectively know what works, but we have to start with a hypothesis that is rooted in data.”

Innovation, Community, and Authenticity are Winners in eCommerce

Mejuri’s rise is a testament to the power of innovation, community, and authenticity in digital retail. By reimagining everything from product development to influencer strategy and customer acquisition, the brand has set a new standard for what’s possible in eCommerce.

Ready to dive deeper into the future of retail and eCommerce? Join us at eTail Boston 2025, where industry leaders and innovators will gather to share insights, strategies, and inspiration for the next chapter of digital commerce.

Download the agenda and get your tickets today.