Toronto-based fine jewelry brand Mejuri has filed construction plans for its first Dallas store, a boutique inside NorthPark Center. The filing lands the brand — whose pieces have been worn by Taylor Swift, Selena Gomez and other celebrities — into one of North Texas' most sought-after retail addresses just as the mall's luxury footprint keeps expanding.
Construction plans for Mejuri's proposed NorthPark location call for work in a space currently occupied by cosmetics retailer Lush. The filing was reported by the Dallas Business Journal.
Founded in 2015 by third-generation jeweler Noura Sakkijha, Mejuri grew from a direct-to-consumer business into an omnichannel brand with more than 60 stores worldwide, according to Forbes. The brand built its reputation on encouraging women to buy fine jewelry for themselves rather than waiting on gifts, and Forbes reports that more than half of Mejuri's purchases are still self-made.
Smallest Footprint Yet in Texas
Mejuri also has locations at Domain Northside in Austin and Montrose Collective in Houston. A NorthPark boutique would give the brand another Texas location inside a major shopping center.
Mejuri isn't the only digital-native jewelry brand making a Dallas play this year. Brooklyn-based Catbird registered plans in August to open its own first Texas store in the Knox-Henderson neighborhood, spending the same $300,000 on a slightly larger 993-square-foot boutique, as Hoodline previously reported. Together, the filings point to a pattern of direct-to-consumer jewelry labels chasing Dallas' high-income shoppers in two different corridors.
NorthPark Fills a Void Left by Neiman Marcus
Mejuri's filing arrives amid a larger reshuffling of Dallas luxury retail. Neiman Marcus permanently closed its historic 112-year-old downtown flagship store on September 30, consolidating its retail investments and dining concepts at NorthPark Center instead, according to CBS News. The downtown closure came as Neiman Marcus continued operating its NorthPark Center store.
Just over a week ago, NorthPark opened a 3,336-square-foot boutique for New York fashion house Lafayette 148, according to the Preston Hollow Advocate. The opening adds Lafayette 148 to NorthPark's retail lineup.
What Keeps Shoppers Coming Back
The Houston Chronicle has reported that Mejuri has online drops on Mondays and brings new merchandise into stores weekly.
Mejuri's proposed NorthPark location would extend its physical retail presence into North Texas. Hoodline previously covered Mejuri's first storefront when the brand made its brick-and-mortar debut in New York's Nolita neighborhood back in 2019, a milestone in the same physical retail expansion that could soon bring it to North Texas.
