Mejuri taps Reneé Rapp for new campaign promoting its $60 million hoop earring business

On Wednesday, Mejuri announced its new campaign starring Reneé Rapp, the singer-actress who plays Regina George in the new “Mean Girls” movie. The campaign, dubbed “Hoops All Ways,” is focused on promoting the brand’s hoop earring category. Mejuri also wants to hone in on its style authority in the jewelry category.

Hoops are a rapidly growing category for the 9-year-old brand, according to Nicole Tapscott, Mejuri’s CMO. In 2023, the category generated over $60 million of the company’s total revenue, which representatives declined to disclose. Since the start of 2023, Mejuri has sold 600,000 pairs of hoop earrings in 37 countries. And around Black Friday and Cyber Monday, from November 13-November 29, the brand sold 100,000 pairs of hoops, at a rate of around five per minute. As for 2024, 41% of new Mejuri customers this year have purchased hoops.

According to Noura Sakkijha, co-founder and CEO of Mejuri, the brand approached Rapp based on brand alignment: Her style is “bold, playful and effortless.” Plus, “her strong connection [to her community] makes her a perfect [brand] representative.”

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