In 2015 Noura Sakkijha, a third-generation jeweler, left her engineering job while pregnant with twins to found Mejuri. While the timing may not have been ideal, Noura needed to pursue her passion. She noticed that the way jewelry has been historically marketed to men, as an occasional and expensive gift, no longer fits the modern market. Targeted to young urban women, Noura is successfully creating a new purchasing behaviour of women purchasing luxury jewelry for themselves. While Mejuri does have a small number of brick-and-mortar storefronts, the business is driven by e-commerce sales, assisted by social media influencers, which allows the price tag to be far lower than traditional fine jewelry.