Retail Videos

How I Built a Muilti-Million Dollar Jewelry Brand

Founder Nora Sakija, a third‑generation jeweler, launched Majuri in 2013 to overturn the antiquated model of men buying diamonds for women. She envisioned a direct‑to‑consumer brand where women purchase fine jewelry for themselves, coining the mantra “buy yourself the damn diamond.” After a year operating a crowdsourcing platform, the venture failed to generate sales, prompting a decisive pivot in 2015 to a brand‑centric DTC model. With a modest CAD 25,000 grant and a seed round that later reached a million dollars, Majuri focused on a clear point‑of‑view, tight brand universe, and scalable manufacturing partnerships, eventually selling 6.5 million pieces worldwide. Key moments include acceptance into the 500 Startups accelerator, which reframed failure as data, and the early reliance on organic Instagram, email marketing, and influencer collaborations to build a community. Sakija also emphasizes hiring only when the team feels “real pain,” prioritizing cultural fit over technical skill to preserve momentum. The story illustrates how constraints can sharpen strategic focus, driving sustainable growth in a traditionally exclusive industry. Majuri’s success signals a broader shift toward women‑led purchasing power and offers a blueprint for founders seeking to disrupt legacy markets through brand authenticity and disciplined metrics.