Mejuri is a direct-to-consumer, handcrafted fine jewelry brand. The company been extremely successful and viral on social media the past few years, most likely because their branding and ad campaigns do a great job at engaging and attracting millennials through a sense of ideopleasure. The front page of their website reads “FOR MY DAMN SELF—fine jewelry to me, from me,” against rotating photos of confident women smiling with their Mejuri pieces. Their minimalistic, creamy-colored Instagram posts call out to females who want to embody sustainability and practicality—the same adjectives they use to market their pieces. Mejuri is clearly trying to target the population of career-driven, independent women who preach simplicity and don’t care about old-money, overpriced jewelry brands, and they’ve been able to successfully do so by aligning their brand with the same values and goals as their target audience.