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How our Croissant Collection Became Iconic

September 7, 2021Fine Files

What style comes to mind when dreaming about a Mejuri piece? Most would say the Croissant Dôme Ring. The feminine and bold band that has found its way into countless jewelry boxes and quickly earned its name as a Mejuri Icon, thanks in large part to how beloved it's become. 

Listen in on a conversation between our CEO and cofounder, Noura Sakkijha, and Chief Creative Officer, Justine Lançon, on the making of the Croissant—from the idea to icon—and what comes next for our jewelry design.

WHAT WAS THE SEED OF THE IDEA FOR CROISSANT?

Noura: We talk all the time about what’s inspiring us and our goals for our jewelry: to make pieces that are super wearable, but also unique. 


Justine: The idea came from the wish to create an iconic pattern on a ring. We knew we didn’t want just the classic rope and spent hours and hours experimenting with ropes, twists, playing with scales and curves. We wanted a design that’s feminine and bold


Noura: When we started thinking about Croissant (before it was Croissant), we wanted to build a ring that could stand out in your stack, but still be worn every day.


Justine: Literally the name of the Croissant came from a casual chat we had together when we asked the team to “bake” the ring more, to give it more sensuality and generosity. To help them picture the idea we started to share some pictures of croissants! The team experimented a lot to find the right puff to the pattern until it was perfectly cooked.

WHAT IS THE COLLABORATION PROCESS LIKE BETWEEN THE TWO OF YOU?

Noura: Over the years, we’ve become so close—there’s a shorthand between us. When it comes to jewelry and what works for Mejuri it’s almost like we share a brain.

Justine: We have a very organic relationship between the two of us. Most of our insights and ideas spark in casual conversations and in some meetings where we dream together. We are planning to go to Paris soon to spend more time In those privileged moments.

Once we have an idea, our talented in-house design team always helps us bring the vision to life.

WHEN IT COMES TO THE DESIGN OF THE CROISSANT, WERE YOU INSPIRED BY THE DÔME COLLECTION?

Noura: The Dôme was already a staple for us. Once we got going with the rope inspiration, the Dôme seemed like a natural place to jump off of. Plus you can style them together so easily!

Pictured above, Thin Croissant Dôme Hoops, Bold Croissant Dôme Huggies, Croissant Dôme Ring and Dôme Ring 

Justine: We were first inspired by the classic rope patterns, a staple in fine jewelry, but when we incorporated the proportions of the our Dôme Collection to perfect the scale of the design, we saw they were made to be stacked together and belong to the same family. They're both sleek and feminine.

WHAT WERE YOUR EXPECTATIONS FOR THE COLLECTION? WAS IT INSTANTLY A PERSONAL FAVOURITE OF YOURS?

Noura: Yes! All the back and forth to get it exactly right really feels like the ultimate anticipation. In this case, because we were so excited, we knew it was something special.

Above, Croissant Dôme Cuff Bracelet

Justine: We spent so much time iterating the design because we felt we were onto something very exciting. During the creative process, that excitement often shows the design is on its way to becoming an icon.

HOW DOES THE CROISSANT COLLECTION EPITOMIZE MEJURI’S POINT OF VIEW WHEN IT COMES TO JEWELRY DESIGN AND STYLE?

Noura: Croissant is really the ultimate expression of our ethos here—and that’s a big part of what’s made it an icon, I think. 

Justine: It shows we get inspired by everything around us and shows we are very serious about how we do things. But fine jewelry can still inspire fun and cheeky content. The design is both iconic and sleek, made for everyday wear, easy to stack—in line with our design ethos.

Noura: The design is special, but it’s still something you can wear all the time. So many of our customers and our team members have made Croissant their everyday style signature. I wear it because it’s that special piece that feels expressive of my style. The design also shows our sense of fun and the inspiration we take from everywhere.

WHEN DID YOU KNOW THAT THE CROISSANT HAD REAL STAYING POWER?

Noura: Our first small batch that we released sold out immediately. And because the Croissant design is so identifiable to us, I remember seeing it on the street on strangers—and all over Instagram.

Justine: We saw it quite fast as everyone on the team was wearing it and our community followed along right away. We started seeing it everywhere!

Starting left going clockwise, @angerellla wears Croissant Dôme Cuff Bracelet, Croissant Dôme Hoops, Croissant Dôme Ring and Beaded Ring; @itsidinma wears Croissant Dôme Cuff Bracelet; @monica.lwl wears Croissant Dôme Ring; @veronicagarciag wears Monochrome Ring, Croissant Dôme Ring and Disco Chain Bracelet; sanstyles_ wears Thin Croissant Dôme Ring; @annszhu wears Croissant Dôme Ring; @sophiemcquillan_styling wears Bold Croissant Dôme Huggies, Double Curb Chain Necklace and Croissant Dôme Ring; @queenrevelyn wears Large Croissant Dôme Hoops and Dôme Ring

Noura: Really, the fact that so many people have made the Croissant ring and hoops their own style signature is the reason we can call it an icon. Our customers and Croissant fans have made it one. We’ve seen the Croissant collection on everyone from Selena Gomez to Emily Blunt, but my very favourite moments are when I see it on a stranger out in the world. That’s how I know it has true staying power.

WHAT’S THE FUTURE OF ICONIC DESIGN AT MEJURI?

Justine: We are pattern lovers but we always like to experiment at Mejuri. Our next iconic design might be inspired by a material, a texture, a woman or a piece of design. We will surprise you for sure, but we know it’s going to be bold!

Noura: We’ll only know for sure when our community falls in love with it!


SHOP THE CROISSANT COLLECTION


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