{"id":67479,"date":"2025-11-18T14:00:40","date_gmt":"2025-11-18T10:00:40","guid":{"rendered":"https:\/\/graziamagazine.com\/me\/?post_type=articles&p=67479"},"modified":"2025-11-18T15:11:12","modified_gmt":"2025-11-18T11:11:12","slug":"mejuri-middle-east-launch-kuwait","status":"publish","type":"articles","link":"https:\/\/graziamagazine.com\/me\/articles\/mejuri-middle-east-launch-kuwait\/","title":{"rendered":"Inside Mejuri\u2019s Middle East Launch In Kuwait: Founder Noura Sakkijha On Heritage, Craftsmanship & 10 Years Of The Brand"},"content":{"rendered":"
\"Mejuri
Photo: Supplied<\/figcaption><\/figure>\n

There are brand launches, and then there are homecomings. For Mejuri, the cult fine-jewellery label that built its global reputation on \u201ceveryday luxury\u201d, its arrival in Kuwait feels very much like the latter.<\/p>\n

The Avenues saw the brand\u2019s first Middle Eastern store open its doors last week, celebrated with a heartfelt welcome from CEO and Co-Founder, Noura Sakkijha \u2013 a moment that marked not just a geographical expansion, but a deeply personal milestone.<\/p>\n

\u201cIt\u2019s honestly emotional,\u201d she tells GRAZIA during our conversation in Kuwait City. \u201cIt feels like I took the family legacy and brought it back in a different way.\u201d<\/p>\n

That legacy runs deep.<\/p>\n

Born and raised in Jordan, Noura grew up in a family of third-generation jewellers, a heritage rich in craftsmanship and traditional techniques. But her path took a different shape. With a background in engineering studies, an MBA in Canada, and a quiet frustration at the lack of fine jewellery that women could buy for themselves \u2013 not gifted on anniversaries, not locked behind velvet cases, not aspirational in a distant, exclusive way, but everyday.<\/p>\n

\"Mejuri
Photo: Supplied<\/figcaption><\/figure>\n

\u201cThere was fine jewellery that was super high-end and occasion-driven, and then there was costume,\u201d she explains. \u201cThe space in the middle was relatively open, and that\u2019s where we started. We wanted to redefine fine jewellery and shift the narrative from gifting to self-purchase.\u201d<\/p>\n

Ten years later, Mejuri has become exactly that: a next-generation global brand with 56 stores across the US, Canada, the UK, and Australia, a thriving three-million-strong community, and a design language rooted in minimalism, modernity and \u2013 in a quietly powerful way \u2013 the Middle East. \u201cWe preserved the craftsmanship and the traditional techniques,\u201d she says, \u201cbut modernised the way we go to market. We made jewellery a part of your everyday.\u201d<\/p>\n

If the community built the brand, well, it’s also the community also pushed it into physical retail.<\/p>\n

\u201cPeople used to show up at our office wanting to touch and feel the jewellery,\u201d Noura explains. \u201cIt\u2019s a sensory experience.\u201d That sentiment became the blueprint for every Mejuri store: no glass cases, no velvet ropes, just open displays where customers can play, stack, style and mix \u2013 from sterling silver to 14k gold to diamonds and lab-grown stones.<\/p>\n

\u201cI always describe Mejuri as your friend who knows more about jewellery,\u201d she adds. \u201cIt\u2019s warm, it\u2019s modern, it\u2019s elevated, but it\u2019s approachable.\u201d<\/p>\n

<\/blockquote>\n

All of which makes Kuwait the perfect entry point into the region. \u201cThe Middle East values beauty, design, craftsmanship and hospitality,\u201d Noura notes. \u201cIt feels aligned with our DNA.\u201d<\/p>\n

The partnership with Kuwait-based Alyasra Group made the location feel natural, but the decision came from something deeper. Momentum from the brand’s community.<\/p>\n

\u201cWhen we start to see demand, we pay attention. And the Middle East was growing,” Noura highlights.<\/p>\n

What she hopes the Kuwait customer will feel is simple: welcome. \u201cWhether you\u2019re buying a $50 piece or a $5,000 one, you deserve to feel special,\u201d she says. \u201cWe\u2019re not transactional, we’re building relationships [with our customers and community].\u201d<\/p>\n

As for what\u2019s next? Expansion across the GCC, and the ambition to become \u201cone of the top fine-jewellery brands for the next generation.\u201d For Noura, though, the moment is already significant.<\/p>\n

\u201cWhen I come back here and speak Arabic, it feels like home,\u201d she smiles. \u201cTo celebrate our roots, in a new way, it\u2019s really something.\u201d<\/p>\n","protected":false},"author":31739,"featured_media":67482,"template":"","format":"standard","categories":[65,35],"yoast_head":"\nInside Mejuri\u2019s Middle East Launch In Kuwait<\/title>\n<meta name=\"description\" content=\"There are brand launches, and then there are homecomings. 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