Jewelry

Redefining Responsible Luxury: Mejuri’s Sustainability Vision Arrives in Kuwait

Dec 7, 2025

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Noura Sakkijha's story begins inJordan, where her family's legacy in jewelry shaped her eye long before she ever imagined leading a global brand. After studying engineering and moving to Canada for her MBA and consulting career, she returned to her first love with a fresh perspective, creating Mejuri, a brand that redefined jewelry as a form of daily self-expression. Nearly a decade later, she stands at the helm of a worldwide movement built on empowerment, inclusivity, and impact.

Mejuri shifted the industry narrative toward jewelry for everyday women. How has this new mindset changed the way women purchase and wear jewelry?

We were conditioned to think fine jewelry should only be gifted during traditional occasions. And that's largely how legacy brands marketed it.

Today, women have their own disposable income, a stronger sense of independence, and a new approach to aesthetics and self-expression. They want to celebrate their milestones a new job, a promotion, personal growth. So we built a brand centered around self-purchase.

Of course gifting is welcome, but we wanted women to buy jewelry for themselves first.

Our pieces are designed to be modern, sleek, unfussy, and wearable every day made from precious metals and stones, and designed to stack or layer in a way that feels effortless and personal.

Coming from a family of jewelers, how did your heritage influence the creation of a brand that feels both timeless and modern?

Growing up in the industry gave me an insider understanding of the craft. Fine jewelry is still made largely by hand, and I deeply respect that. We wanted to preserve traditional craftsmanship, so we work with top manufacturers and maintain high production standards.

My father always emphasized transparency because most customers don't fully understand jewelry. That became one of our core pillars: honest communication, education, and openness.

From there, we merged tradition with a modern approach: a conversational tone of voice, digital storytelling, social media, community-building, and a retail experience that feels approachable rather than distant. Every part of Mejuri design, marketing, stores is shaped by that balance.

Empowerment and self-expression are at the heart of modern jewelry. How do you hope your presence in Kuwait will inspire women to make jewelry part of daily life, not just for special occasions?

I want people to understand the ethos of the brand jewelry that becomes part of your day, part of your identity. Many of my pieces stay on permanently, I sleep in them, I work out in them. I hope customers feel the same instinct when they get dressed in the morning.

I don't like buying jewelry just to keep it in a safe. I want people to enjoy it, wear it, and mix it. For me, every day should feel special.

Fashion today is more classic and minimal, so jewelry, handbags, and shoes have become our way of expressing personality. Even a simple button-down shirt feels elevated with the right hoop or bracelet. That's the energy I want Kuwaiti women to experience effortless elevation.

Mejuri started as a digital-first brand. What makes the Kuwait store special, and what experience are you hoping customers will have?

When we designed Mejuri stores, we wanted to reflect the warmth of Arabic hospitality. You'll notice a large styling bar at the center you can touch, feel, and try everything.

Everyone who walks in should feel special, whether they're buying something for 50 or 5,000. The atmosphere is elevated but approachable, which is a difficult balance.

We also have a private piercing studio a big part of the Mejuri experience designed to feel calming and spa-like. Piercing is another form of styling and stacking, and customers love it.

Conscious consumption is a global conversation. How is Mejuri approaching sustainability, ethical sourcing, and transparency?

Sustainability has always been part of our DNA, not something we added later. We look at it from every angle.
First, we focus on longevity, most of our pieces are crafted from precious metals like vermeil, silver, solid gold, and diamonds, so they're made to last with proper care.

When it comes to design, we stay aware of trends but we never chase them. Instead, were interpret what's happening in a way that feels timeless, so our pieces can live with you for years without feeling dated.

From day one, we also made a conscious decision to work only with manufacturers who are certified by the Responsible Jewelry Council. That ensures high standards in sourcing, production, and labor practices. Over time, we've also shifted much of our gold and silver to recycled sources, which has significantly reduced our carbon footprint.

Traceability has been another major focus. We've strengthened the traceability of our gemstones and diamonds, and we were early in introducing lab-grown diamonds to make that transparency even clearer.

One initiative I'm especially proud of is Salmon Gold, created in partnership with Regeneration. They go into abandoned mining sites that have been environmentally damaged, places where nothing can live, and they re-mine using an innovative process that removes toxins and restores the habitat. In one of the mines, salmon actually returned after decades. We're the only company using this gold, and it feels meaningful to be part of something that heals the environment.

And of course, we look at all the smaller touch points too, reducing plastic waste, improving the sustainability of our packaging, and making sure every detail aligns with our values.

For us, sustainability isn’t a marketing claim. It's a core pillar of who we are and how we build the brand.

Reflecting on your journey, what has been the most rewarding part of building Mejuri into a global brand? And what excites you most about entering the Kuwait market?

The people. The team, the partners, the customers feeling that people are aligned around our mission is incredibly rewarding. And the sustainability work makes me feel like we're creating real impact.

Success for me isn't revenue. It's when customers tell me the stories behind their purchases "I bought this after leaving a bad relationship" or "I bought this when I got promoted." It means the brand is part of their personal milestones. That feels like true success.

Entering Kuwait brings everything full circle bringing Mejuri back to its roots while introducing a modern vision of jewelry.

Finally, tell us about the jewelry you're wearing today. Which piece is the most precious to you?

I'm wearing a mix of Mejuri favorites our figure rings in enamel, silver, and solid gold, plus diamond pieces from our dome collection. Some of these I haven't taken off for five years, I work out in them, travel in them.

The most precious piece is a cluster ring I bought for myself after having my twins a personal celebration. I got it on my first Mother's Day after they were born, and I've never taken it off. It means everything to me.

And to answer your last question yes, I wear silver and gold. I love everything.