Having grown up in a family of jewellers, you’d be forgiven for assuming Noura Sakkijha might be a jewellery traditionalist. “I think it runs in my blood,” she explains. “Getting into jewellery felt like a predetermined path growing up – it spans as far as my cousins’ cousins. But being an insider means you’re more able to see what you want to shake up, too.”

When she started Mejuri in 2013, Sakkijha did so with a simple goal – to make pieces that women would buy for themselves. The brand’s tongue-in-cheek mission statement – “Buy yourself the damn diamond” – makes this stance even more apparent. “I recognised that, whether it was a large brand or a small one, typically, jewellery is exclusive – we’re taught that you wear it on special occasions, you’re very precious about it and, crucially, that it’s for men to buy for women.”

From Valentine’s Day campaigns to engagement ring marketing, until recently, jewellery was presented as something to be gifted, not to buy as an act of self-celebration. “When you’re told for such a long time that you only receive jewellery, it’s hard to let go of that,” says Sakkijha. “But it’s perfect to buy yourself because it’s something you can keep forever.” 

It was after a detour into an engineering degree and career in consulting that Sakkijha set about creating her brand. “I suddenly had disposable income, but I couldn’t find a jewellery brand that resonated with me, that I wanted to invest in,” she explains.

This approach spans as far as creating an education fund to support underrepresented women and non-binary people, but Sakkijha’s philosophy – of creating a next-generation brand that feels elevated rather than exclusionary – is summed up by one simple decision: in Mejuri stores, nothing is behind glass. “We want our customers to be able to try on the jewellery,” she says. “When you walk into traditional luxury stores, sometimes there’s a coldness or distance: we want to replace it with hospitality.”

Luckily for Londoners, the Toronto-based brand has a buzzy new opening in which to experience this warm welcome. Launched last week, Mejuri’s Covent Garden store is a haven for accessories lovers, including a spa-like piercing studio filled with every kind of earring imaginable and a bountiful supply of accessible fine jewellery.

If you’ve noticed a shift in the way fashion insiders have been wearing jewellery in recent years, you’re not alone: so has Sakkijha. “Layering is a huge trend,” she says, “but what I’ve realised is that jewellery is traditionally sold as one piece, and it’s talked about from a specs standpoint. You’d be surprised by how tricky it can be to style it together.” It’s why Mejuri’s latest opening includes an area for one-to-one jewellery styling sessions.

But if you can’t wait until your next visit to a Mejuri store, keep reading. Drawing on her years of experience, we put some of your most burning jewellery questions to Sakkijha – from picking the perfect self-gift to deciding on a signature style. Here’s what she had to say…  

How can I tell whether I’m a gold or silver person?

I believe gold and silver work for everyone. I’m not about choosing one or the other and I love mixing metals; sometimes, I even wear gold on one hand and silver on the other. I think, sometimes, we think about rules way too much. The way I think about it is: just do whatever is comfortable for you, especially since I look at jewellery as a way to express yourself.

I always wear studs because I’m wary of statement earrings, but now I want to try something more noticeable. What’s a good mid-point?

I would go for small, plain hoops. It’s the simplest way to graduate from studs. Then, if you feel like mixing things up, you can buy charms to add to the hoops for a dangly earring feeling without committing to it. I’d start with a pearl charm, which feels classic, then branch out into something that feels more trend-led.

My best friend has just reached a career milestone and I want to buy her a special piece of jewellery to celebrate. How should I go about choosing something?

If I were to pick, I’d go for a necklace – depending on your budget, a single diamond necklace is a good idea because it’s a classic. The reason I’d pick a necklace is that I wouldn’t have to worry about sizing, whereas with rings or bracelets, it’s always a consideration. Plus, they’re just lovely, keep-forever pieces that will remind your friend of this special moment.

I’m ready to make my first fine jewellery purchase but want to avoid getting sucked into trends that I’ll grow to dislike. How can I find something I’m likely to love forever?

If you want something to last a lifetime, I’d advise buying a base of 14k gold because it doesn’t oxidise over time, and I’d pick earrings because, often, they’re the most timeless thing we own. Hoops are a great start – they’re classic and can be so subtle you forget you’re wearing them.

I’ve worn the same jewellery every day for years. I love what I wear, but I feel like I should mix things up – what’s your advice?

I think it makes sense. If you have pieces you absolutely love, you don’t have to take them off, but you can definitely layer, which is a big trend right now. I’m always wearing three bracelets, two necklaces: if you have foundation pieces, adding other things on top is a great way to give dimension. When choosing what to add, I always think about mixing something textured, something plain and something sparkly together for a bit of everything.

I’m turning 30 soon and really want to buy myself a diamond ring to celebrate. I’ve been saving up for a while, but I’m struggling to shake the mindset that I should wait for a man to buy me one – and worrying about what I’ll say when people ask me about it. I know I’m very lucky to have this dilemma, but what’s your advice for reframing it?

Never wait for anybody to buy you what you really want – if you can afford it. It’s an empowering move, and you’d be surprised by how much other people will appreciate that. It’s beautiful to receive a gift from your significant other that is diamonds, but that doesn’t mean it’s the only way – there’s something to be said for self-appreciation, too. Once you break the barrier, you’ll feel amazing.

Mejuri Covent Garden is open Monday-Sunday, 11am-7pm at 30 King Street, London, WC2E 8JD. Shop online at mejuri.com 

Images: courtesy of Mejuri