Founded as a direct-to-consumer (DTC) online brand in 2015, Mejuri's sleek designs and commitment to transparency created a loyal following. In 2019, the brand strategically expanded to retail by opening concept stores in key locations, providing customers with a tactile shopping experience. This omni-channel strategy enhanced brand visibility and accessibility, propelling Mejuri's growth while maintaining its core values, and ultimately solidifying its position as a leader in the modern jewelry industry. Mejuri's brand success lies in its disruptive approach to fine jewelry, offering high-quality pieces at accessible prices while prioritizing sustainability and ethical sourcing. Uppercase partnered with Mejuri after the opening of their second store and helped the brand across the US. Uppercase developed a retail concept that continues to be implemented as the brand rolls out retail internationally.