The complaint filed alleges that Mejuri’s offerings like its Croissant Dôme Cuff bracelet are copies of Yurman’s Pure Form and Sculpted Cable collections. “The similarity between these two products is so striking that consumers seeing
them...have been, and will continue to be, actually confused into thinking that the Mejuri products are related to Yurman,” the filing stated.
The filing also states that Mejuri has also taken steps to falsely associate itself with Yurman through its promotional messages, advertising campaigns and artwork, and partnerships. Yurman has claimed that these actions have clearly led the confusion in the minds of consumers. Yurman has also alleged that Mejuri has copied designs from other luxury brands like Bulgari and Lagos.
In light of these charges, Yurman is seeking a ceasement of the creation and sale of the offerings in question and an unspecified monetary damages. It has also requested the court to ask Mejury to melt and recycle all of its copied pieces and take down copied advertising.
Mejuri is a younger, Torronto based brand that caters to female, self-purchasing market. A Mejuri spokesperson told
JCK that Yurman’s allegations “are categorically false and are fundamentally at odds with what we stand for and who we are as a brand. At Mejuri, we strive for a culture that lifts up creators, prioritizes transparency, and empowers people and our community to proudly invest in themselves.”