Mejuri has announced the addition of new jewellery and sports ambassadors as part of its ongoing PLAY initiative, further integrating professional athletes into the brand’s marketing and product storytelling strategy.
The appointments include women athletes from the world of professional tennis, reflecting Mejuri’s focus on aligning fine jewellery with active, contemporary lifestyles. According to the brand, the ambassadors will represent Mejuri across campaigns, events and content initiatives tied to both jewellery launches and sports-led activations.
The PLAY initiative positions jewellery as part of everyday wear, including during athletic and leisure activities, challenging traditional associations of fine jewellery with occasion-only usage. Mejuri has previously introduced jewellery styles inspired by sport, including updated interpretations of classic designs suited for daily and active wear.
By collaborating with professional athletes, the brand aims to connect with younger consumers who value versatility, self-expression and performance-driven lifestyles. The strategy also reinforces Mejuri’s emphasis on women-led narratives and visibility across culturally influential platforms, including global sporting events.
For the jewellery trade, athlete-led endorsements represent a growing marketing trend, particularly among contemporary fine jewellery brands seeking to broaden consumer engagement beyond conventional luxury messaging. The move highlights the increasing overlap between jewellery, fashion and sport as brands look to remain relevant in competitive global markets.
Mejuri continues to expand its international presence through product innovation and ambassador-led storytelling, with the PLAY initiative forming a key pillar of its broader brand positioning.
