Canadian jewelry brand Mejuri has launched a new loyalty program called Mejuri+ as it charts its next phase of expansion.
The new program, which has been developed to enhance customer lifetime value, would give members access to benefits such as priority sale access, exclusive product drops, a birthday gift, and free shipping every Monday, among other things.
The loyalty program’s debut coincides with the brand’s recent launch of a mobile app and new physical stores — efforts aimed at boosting the brand’s direct-to-consumer (DTC) business.
Mejuri has secured over $100 million in funding to date, with investments from notable backers such as Felix Capital. These funds have primarily been allocated towards expanding the company’s workforce, which now consists of nearly 600 employees, 70% of whom are women.
Furthermore, Mejuri has utilized the funding to set up fresh retail outlets. The brand currently boasts a footprint of 24 stores spanning the United States, Canada, and the United Kingdom, with aspirations to expand this count to 29 stores by the end of the year.
Just last week, the company unveiled its new mobile application, which promises to deliver a more personalized shopping experience. The app’s launch was on the brand’s digital roadmap since its inception in 2013. However, its development was placed on the back burner as the company prioritized its eCommerce and physical retail endeavors, Mejuri’s co-founder, Majed Masad, told Glossy.
The application is specifically intended to cater to Mejuri’s most devoted patrons. Although the brand boasts approximately 2 million annual customers, an impressive 50% of its revenue is generated by repeat purchasers. Within this group of returning buyers, 25% make multiple purchases from Mejuri within a year.
The app’s experience has also been fine-tuned for loyal Mejuri customers, providing personalized recommendations based on past purchases. For example, if a customer buys a certain product, their next app visit will display front-page suggestions that complement their initial choice.
Mejuri has not achieved profitability yet, but the brand is reportedly making consistent progress toward that goal each quarter.
Photo credit: Mejuri