Mejuri, a well-known Canadian jewelry brand that’s all about high-quality, meaningful jewelry, found itself up against a major challenge in the UK. Their commitment to quality and sustainability was being undermined by a complicated, costly process that slowed down operations and hurt their bottom line.
Inefficient fulfillment and high costs
To be able to sell their jewelry in the UK market, Mejuri had to overcome a big problem in their fulfillment process. To meet regulatory requirements, their products had to be hallmarked.
Their products were sent from their fulfillment center in Toronto to the UK for hallmarking, then shipped back to Toronto for storage, and finally sent to UK customers. That meant the product was moving three times before it even reached the customer. Inefficient, expensive, and unsustainable.
Mejuri asked us to rethink their system. Not just to solve the current issues but also to prepare for the future. Mejuri was on track to migrate to Shopify, so we had to create a solution that fit within that vision. The goal was simple: make fulfillment faster, more cost-effective, and sustainable.
Designing a custom order routing system
Instead of focusing solely on fixing the UK fulfillment issue, we took a step back and designed a scalable, future-proof system. We built an order routing system from the ground up, one that would handle Mejuri’s current and future challenges.
Instead of a complicated, one-size-fits-all solution, we broke it down into small, actionable rules. If a location couldn’t engrave an item, it was excluded from the fulfillment options. If a location was able to fulfill an order faster, it was prioritized.
These tiny rules helped us create a flexible, modular system. It could easily be adjusted for new markets, like the US and Australia, and even future-proofed for the Shopify migration. We didn’t just build the tech — we worked closely with the Mejuri team to ensure everything was aligned with their operations.
Faster fulfillment, lower costs, and greater sustainability
Once the system was up and running, the results were undeniable. The impact was immediate:
- Faster fulfillment: The lead times for new stock were cut by at least a week, and fulfillment times dropped from 7-9 days to just 1-2 days.
- Lower shipping costs: By eliminating two transport steps (shipping to and from Toronto), Mejuri saved over $100k/month on shipping costs alone.
- Sustainability: By switching from air transport to local carriers, Mejuri dramatically reduced its carbon footprint and made the fulfillment process more sustainable.
- Higher customer satisfaction: With faster delivery times, customers received their orders quicker, boosting their satisfaction and likelihood of returning.
Taking it slow to scale effectively
Launching the new system was not without its challenges. With new operational processes in place, there were some initial challenges.
Retail staff had to start handling fulfillment tasks, new communication channels with carriers were needed, and of course, there were some bugs to work through. But we didn’t just flip a switch and open the floodgates.
We phased the launch carefully, starting with a limited capacity at the store to reduce pressure on the system. By gradually scaling, we allowed the team to adjust and ensure the system was functioning smoothly before expanding it further.
Operations is the hidden flywheel of high-growth businesses.
What started as a logistical challenge turned into a major opportunity for Mejuri. Operations became a growth driver, not just a cost center. By improving fulfillment efficiency, they gained higher margins, faster customer delivery, and a reduced carbon footprint. This transformed the entire business model.
Operations, often seen as a necessary evil, became the secret weapon. It allowed Mejuri to offer better customer experiences, increase profitability, and contribute to their sustainability goals.
Close collaboration is the key to success
The reason this solution worked so well was our close collaboration with the Mejuri team. We didn’t just develop the system and walked away. We were embedded in their day-to-day operations, continuously working with their team to ensure everything ran smoothly. This close partnership allowed us to truly understand their needs and adjust the solution accordingly.
Even when the time came to migrate to Shopify, our understanding of their needs and the system we built allowed the transition to be seamless. The modular approach we took meant that the core logic was already in place, and the team could start building the rules largely themselves in Shopify’s environment.
A more efficient, profitable, and sustainable business
By the end of this project, Mejuri had a fulfillment process that was not only faster and cheaper, but also more aligned with their sustainability goals. The new system wasn’t just about fixing a logistics problem — it was about empowering Mejuri to grow smarter, faster, and greener.
When done right, operations isn’t just a cost center. They’re the backbone of a more efficient, sustainable, and profitable business. And in Mejuri’s case, that’s exactly what we helped them achieve.