Gold Hits $4,400/Oz, Mejuri Shrinks Hoops and Hopes
Noura Sakkijha, CEO of Canadian jewelry brand Mejuri, bravely faces the $4,400-per-ounce gold rollercoaster of 2025 by adding 10-karat goldâbecause why pay more when you can downgrade? With gold up 50% and tariffs turning her supply chain into a global game of Whac-A-Mole, Mejuri swaps 14-karat for vermeil and silver, offering 'bold huggie hoops' starting at a humble $78 instead of $268. Despite less than 10% average price hikes across collections this year, keeping those chain necklaces affordable is a high-wire act between luxury and leaving customers broke. All thanks to Mejuri's nimble direct-to-consumer model, because middlemen apparently canât keep up with goldâs tantrums.
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Mejuri's answer to sky-high gold prices? Downgrade your bling like a contestant on The Price Is Right's clearance aisle, all while dodging tariffs like a global Hide and Seek champion. Luxury? Sure, if you call 10-karat gold 'fancy economy.'
When gold hits $4,400 an ounce, even jewelers start playing 'choose your own metal adventure'â14k, 10k, silver, vermeil. Itâs like a jewelry buffet where only the hors dâoeuvres got cheaper.
Tariffs and gold prices rising faster than my self-control at a doughnut shopâMejuriâs direct-to-consumer pivot is basically them juggling flaming chainsaws. Spoiler: itâs not pretty but somebodyâs gotta try.
Source: Businessinsider | Published: 11/4/2025 | Author: Alice Tecotzky
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