Noura Sakkijha is the CEO and co-founder of Mejuri, the direct-to-consumer brand that's grown from a cult favorite to a major disruptor in the fine jewelry space over the past decade.
Sakkijha — a third-generation jeweler — left her job as an engineer and started the company after noticing that jewelers still viewed their main consumers as men buying gifts for their wives, rather than the growing ranks of working women with ample disposable income. She built Mejuri with the modern woman in mind, offering elegant, timeless pieces that have gained a loyal following. The brand now has 56 stores and recently expanded into the Middle East.
As the company celebrates its 10th anniversary, we spoke with Sakkijha for our career-focused newsletter, Wake-Up Call at Work. She opens up about how she built Mejuri from the ground up, what she’s learned about leadership as a first-time CEO, and the jewelry trends she’s keeping her eye on.
Katie Couric Media: How did your family’s history in the jewelry industry shape the way you built your business?
Noura Sakkijha: My identity is intertwined with fine jewelry — it’s what my family has done for generations. Growing up around it gave me a real appreciation for craftsmanship, longevity, and sentimentality. But it also gave me a front-row seat to how little the industry had evolved.
From the inside, I saw the tradition. From the outside, as a consumer, I saw the gap: There was so much potential to make fine jewelry feel more accessible and modern. My dad used to tell me, “You have to really know who you’re working with and what materials you’re using, because customers rely on you to guide them.” That stayed with me. It taught me early on to put the customer first, be transparent, and be rigorous about what manufacturers we partner with.
What’s a decision that felt risky at the time but ultimately paid off?
Leaving my full-time job to start the business. It felt terrifying at the time, but I knew that without full focus, it would be impossible to build something meaningful.
Persistence and showing up every single day is half the equation. That’s how you find solutions and the right path forward. Giving Mejuri my undivided attention was one of the hardest — and best — decisions I ever made.
What’s something you had to unlearn as a founder to keep growing as a CEO?
Letting go. In the early days, you do everything yourself. But growth requires hiring people who are better than you in their fields — people who can take things further than you could alone. Learning to step back, trust, and let others lead has been essential for me to evolve as a CEO.
What’s the best leadership advice you’ve ever received, and from whom?
Don’t hire just for talent, hire for culture. I’ve heard this from several people along the way — all incredible operators — and it stuck with me. It’s one of those lessons you only fully understand after you’ve seen what happens when you don’t do it. When you hire only for talent, you optimize for what people can do. When you hire for culture, you’re optimizing for how someone does the work — how they think, collaborate, make decisions, and recover from setbacks. These skills aren’t easily taught, but they’re the ones that drive lasting success over time.
Who’s a CEO or entrepreneur you admire?
There are many. I read a lot about different leaders because you quickly realize there’s no single formula for success. That said, I really admire Tory Burch: She built an idea into a global brand and redefined what accessible luxury looks like.
I loved reading the book The Outsiders. It profiles CEOs who are incredibly successful yet remain under the radar, balancing impact with privacy, which I find inspiring.
Is there a book, podcast, or other piece of media that changed how you think?
I read Think and Grow Rich by Napoleon Hill — not the easiest read, I’ll be honest, but it’s full of timeless principles. There’s a Henry Ford quote from it that’s always stayed with me: “Whether you think you can or you think you can’t, you’re right.”
I also really believe in working hard to stay positive, which feels more important than ever right now. I recently watched Victoria Beckham’s docuseries on Netflix and loved it. It’s such a great example of persistence and having true conviction in what you do. It’s a great reminder that the path is never straightforward when you’re building something, no matter who you are.
What are some of your favorite Mejuri pieces?
I love our Salmon Gold rings — not just because of how they look, but because of the story behind them. They’re made with gold that’s mined in a way that restores ecosystems instead of harming them, which feels really meaningful.
And of course, the Charlotte Hoops — they’re timeless and have become a Mejuri icon for a reason.
What jewelry trends do you think will emerge in 2026?
We’re already seeing a lot of love for silver, and I think that will only grow.
And dainty fine jewelry — the pieces that feel like small, everyday pleasures — will continue to shine. They never go out of style, and with the price of gold climbing, more people will gravitate toward pieces that are smaller but still special.
