The Woman Giving Fine Jewelry a Rebrand | Goop

In normal circumstances, you wake up, have coffee, and go to work. After work, you don’t always have the
luxury to go home and change, so you need pieces that transition with you. Before I started, if women wanted
to buy jewelry for themselves, the most attainable options were costume jewelry because it was stylish and
affordable. What I wanted to do was to bring in pieces that, even though they’re made with precious materials,
you don’t have to be precious about wearing. So that was the idea: You can wear your fourteen-karat gold and your
diamonds every day. And as fashion becomes simpler, jewelry becomes the fun part of getting dressed.

Our world centers around classic pieces that can be worn over time, but they’re also really fun. The whole
idea is to bring an exciting outlook to fine jewelry. And it’s all designed to be stacked, layered, and
styled together.

We pioneered a drop model in fine jewelry that never existed before. Every Monday we introduce newness, which
helps us continue the conversation with our customers. So we had to establish a supply chain that was agile.
And we are super selective about who we work with. Our manufacturers are vetted by organizations like
the Responsible Jewelry Council, and all of our materials are high-quality and use genuine, ethically sourced
diamonds. And while we still use all the same traditional manufacturing techniques, we sell directly to our
customers, so we don’t have to price our products with the traditional ten times markup.

Our chief creative officer, Justine Lançon, has been with the brand since the beginning. I always joke that
she knows how to draw, and I know how to count. Between the two of us, we make some exciting jewelry. Now we
have a larger team, but to this day, she and I still look at every new piece together. And we’re constantly in design
mode. What I love about our drop model is that it allows us to build off of our successes in a way that always
feels fresh.

The first time I saw someone I didn’t recognize on the street wearing Mejuri, I thought, Oh my god, we made
it! But joking aside, in any business, you can never boil it down to a single moment. It’s a continuous effort
on all fronts. And then maybe one day you’ll stop and reflect and see all that you’ve achieved. We still have
a long way to go, but moments like that give us the fuel needed to continue in the same direction.

I was born and raised in Jordan. I’m the third generation of my family to work in fine jewelry. So I come
from a family of entrepreneurs, and I knew how hard it was going to be to launch a business. You’re always
working and evolving. The toughest but also proudest moment for me was raising my first seed round of
financing. I was pitching fine jewelry when everyone else was pitching technology. But it helped me understand
the dynamics of the industry because I was forced to contextualize the opportunity. I had to convince people
to invest in my vision before showing traction. It took me six months to close, but I felt like I
persevered.

One thing that I love about goop is that when you buy something, you know you’re going to have it forever. We
wanted these pieces to be classic and fun, something people would want to wear all the time. It was about
marrying our values and creating sophisticated pieces that would stand the test of time.

I live in my jewelry. I always have two or more earrings and bracelets on at any given time. I wear
the Multi Curb Chain and Pavé Diamond Hoops with a simple ribbed tank, a cardigan, and my favorite pair of
vintage straight-leg jeans for WFH or taking my twin girls around the block on their scooters. I have a strict
no-sweats rule for spring, so I definitely plan on wearing them with floral dresses as the weather warms up. I
honestly can’t wait to start dressing up again.

I’m obsessed with seeing how people interact with the brand, especially on Instagram. And not necessarily
from a product standpoint, but for everything we stand for. That’s what energizes me and my team. Even though
we’re not working physically together, we’ve gotten so much closer this past year. Also, knowing that my
daughters will one day hopefully learn from my experiences is something that brings me a lot of joy.

Last year, we allocated $120,000 in educational scholarships for Black women and nonbinary people in Canada
and the United States through our Empowerment Fund. Giving people optionality to design their lives is
something that I’m so passionate about. And I truly believe that investing in educational opportunities is
one way to do that. This year, we’re focusing on the second iteration of the fund. Women’s empowerment has
been an important part of the business since we started, and I love how it’s manifesting itself in different
ways six years later.