Mejuri Jewellery Marks a Bold Middle-East Debut in Kuwait

Kuwait Jewellery News:  New Era of Everyday Luxury Arrives in the Gulf

Mejuri, the global fine-jewellery phenomenon known for reshaping the idea of “everyday luxury,” has officially arrived in Kuwait, marking one of its most meaningful expansions to date. The launch comes as the brand celebrates its 10-year anniversary and steps into the Middle East for the first time, guided by the vision of CEO and Co-Founder Noura Sakkijha, whose roots in the region make this moment especially powerful. Not only does this milestone strengthen Mejuri’s global presence, but it also positions Kuwait as a strategic gateway for a wider Gulf rollout in the coming year. The brand’s first boutique opened at The Avenues Mall on November 14, 2025, in partnership with the Kuwait-based Alyasra Group, setting the foundation for rapid regional growth. This Kuwait Jewellery News report highlights how the opening is already drawing strong crowds and signaling the demand for modern, accessible fine jewellery across the GCC.

Mejuri celebrates a meaningful homecoming with its first Kuwait boutique, marking a major step in its GCC expansion
Image Credit: Mejuri

A Homecoming Story Rooted in Heritage and Craftsmanship

For Noura Sakkijha, Mejuri’s debut in the region is more than a business move—it is a deeply personal return to heritage. Born and raised in Jordan and part of a third-generation family of jewellers, she grew up surrounded by traditional craftsmanship, classic techniques and the cultural significance of jewellery. Yet her own journey took a different path. After studying engineering and completing an MBA in Canada, she saw a major gap in the global jewellery landscape: fine pieces were either reserved for special occasions or locked behind intimidating glass cases. Women were expected to wait for gifts rather than buy meaningful pieces for themselves. Mejuri was built to challenge that norm.

Redefining Fine Jewellery Through Community and Modernity

A decade later, Mejuri has established itself as a global leader with more than 50 stores across the US, Canada, the UK and Australia. Its minimalist aesthetic, modern craftsmanship and approachable pricing have redefined how women engage with fine jewellery—encouraging self-expression, personal style and the idea that luxury should be lived, not saved.

The brand’s physical retail strategy, including the new Kuwait boutique, reflects its commitment to accessibility. Gone are the velvet ropes and distant displays. Instead, open layouts invite customers to handle pieces freely—stacking, mixing and styling gold, diamonds, sterling silver and lab-grown stones in a relaxed and sensory-rich environment. Sakkijha describes Mejuri as “the friend who knows more about jewellery,” a warm and modern guide rather than a high-end gatekeeper.

A number of local celebrities graced the opening of the Mejuri Jewellery Boutique in Kuwait
Image Credit: Mejuri

Why Kuwait Matters for the Next Decade of Growth

Kuwait’s strong appreciation for design, craftsmanship and hospitality made it the natural first stop for Mejuri’s Middle East journey. The region has already been a fast-growing market for the brand online, with demand from Gulf-based customers steadily rising in recent years. Partnering with Alyasra Group further solidified the decision, creating a strong foundation for long-term growth.

A second store at Assima Mall is set to open later in November 2025, hinting at the momentum Mejuri expects across the GCC. Markets such as Saudi Arabia, the UAE and Qatar are already on the radar as the brand aims to become one of the leading fine-jewellery names for the next generation.

A Moment of Pride and a New Beginning

For Sakkijha, returning to the region to launch Mejuri carries emotional resonance. Speaking in Arabic to customers and industry partners brought a sense of homecoming, one that connected the brand’s contemporary identity with its deep artisanal roots. The future, she notes, lies in strengthening these relationships and ensuring customers feel valued, whether they choose a US$50 piece or a US$5,000 heirloom.

The opening in Kuwait signals that the Middle East is poised to become one of Mejuri’s most important markets, driven by a young, style-forward and digitally engaged consumer base. This milestone reflects how global jewellery trends are shifting—toward personal meaning, everyday luxury and brands that invite customers into the narrative rather than speaking from behind a glass wall.

Overall, this launch is expected to reshape jewellery retail in the region, offering a modern and relationship-driven alternative to traditional fine-jewellery shopping. It underscores how global brands are increasingly recognizing the Middle East as not just a market of interest, but a creative and cultural force shaping the next chapter of luxury.

For more details on Mejuri Jewelry, visit:

https://mejuri.com/world/en

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