You’ve seen the ads. Everyone has. That specific aesthetic of a perfectly sun-drenched wrist stacked with gold hoops and "everyday" diamonds. Mejuri basically pioneered the idea that you don’t need a partner or a massive milestone to buy yourself a $300 gold ring. They called it "fine jewelry for every day," and honestly, it worked.
But here is the thing: the market is crowded now. Like, really crowded.
If you are looking for jewelry brands like Mejuri, you’re probably after that specific mix of "won’t turn my skin green" quality and "won’t bankrupt me" pricing. But not every brand in this space is built the same. Some are selling you gold-plated brass that will tarnish in three months, while others are offering 14k solid gold heirlooms that actually justify the price tag.
Let's get into what’s actually worth your paycheck in 2026.
The "Direct-to-Consumer" Reality Check
The whole pitch for these brands is skipping the "middleman." In theory, traditional luxury markups are around 8x to 10x the cost of production. Brands like Mejuri or Quince claim to cut that down significantly.
But you have to look at the materials.
Gold Vermeil vs. Solid Gold
This is where people get tripped up. Most "affordable" pieces from these brands are gold vermeil. To be legally called vermeil in the US, it must be a sterling silver base coated in at least 2.5 microns of gold. It's better than standard plating, but it isn't "forever" jewelry. If you wear a vermeil ring while washing your hands every day, that gold will rub off.
If you want something that lasts decades, you have to look for 14k solid gold. It's more expensive upfront, but it doesn't oxidize or lose its color.
The Brands Actually Competing with Mejuri Right Now
1. Quince: The Price Disruptor
If your main reason for shopping Mejuri is the price, you need to look at Quince. They are aggressive. While a 14k gold small hoop might cost you $150 elsewhere, Quince often lists them for under $100.
They use a "manufacturer-to-consumer" model. Basically, they source directly from the same factories that make the high-end stuff. The designs are a bit more "essential" and less "trendy" than Mejuri, but for basics like solid gold chains or simple studs, it’s hard to beat their margin.
2. Catbird: The "Cool Girl" Heirloom
Based out of Brooklyn, Catbird is for people who think Mejuri feels a bit too... corporate. Everything they make is incredibly dainty. We’re talking "kitten-whisper" thin.
- Manufacturing: Most of their signature line is made in their Brooklyn studio.
- Sustainability: They use almost exclusively recycled gold and conflict-free diamonds.
- The Vibe: It’s more ethereal and poetic.
If you want a "forever" stack that feels personal and slightly more artisanal, Catbird is the move. Just be prepared for how thin the pieces actually are; some people find them too delicate for heavy daily wear.
3. Aurate: The Quality Stickler
Aurate is probably the closest direct competitor to the "Mejuri aesthetic." Founded in NYC, they focus heavily on the transparency of their materials.
What’s interesting about Aurate is their "home try-on" history and their commitment to 100% recycled gold. Their 14k and 18k pieces feel substantial. They don't do as many "drops" as Mejuri, which some argue leads to better quality control. You aren't getting a piece that was rushed to meet a TikTok trend.
4. Vrai: The Lab-Grown Specialist
If you are looking for diamonds specifically, Vrai (formerly Vrai & Oro) operates on a different level. They are owned by Diamond Foundry, which grows their own diamonds using solar power in Washington state.
While Mejuri uses small "pave" diamonds that are often natural (but lower clarity), Vrai focuses on lab-grown stones that are chemically identical to mined diamonds but usually higher in quality for the same price. If you’re buying an engagement ring or a "big" anniversary gift, Vrai is the more technical, high-end choice.
Why 2026 Is Different for Jewelry
The "influencer" era of jewelry is shifting. A few years ago, everyone wanted the same "Dôme Ring." Now, there is a massive push toward vintage and circularity.
According to market data from The State of Fashion 2026 by McKinsey, unit sales in jewelry are actually outpacing other fashion categories. People aren't buying $20 fast-fashion necklaces anymore. They’d rather buy one $200 solid gold piece that holds its value.
Silver is also having a massive comeback. For years, yellow gold was the only thing anyone wanted. But in 2026, chunky, sculptural sterling silver is everywhere. Brands like Monica Vinader and Agmes are leaning into this. Silver allows for much bigger, bolder designs without the $5,000 price tag of solid gold.
What Most People Get Wrong About "Sustainable" Jewelry
It’s a bit of a marketing minefield. "Recycled gold" sounds amazing, but the reality is that almost all gold in the industry is recycled. Gold is too valuable to throw away. When a brand says they use 100% recycled gold, they are often just following standard industry practice but labeling it as a "green" initiative.
What to actually look for:
- RJC Certification: The Responsible Jewellery Council audits the entire supply chain.
- Traceability: Can the brand tell you which mine the gemstone came from? Brands like Brilliant Earth provide "provenance reports" that show the diamond's journey.
- Fairmined Gold: This is gold that supports small-scale miners with fair wages and environmental protections. It’s rarer and more expensive than "recycled" gold.
The Durability Test: How to Spot "Shite" Quality
I’ve spent too much time reading Reddit threads on r/jewelry. The consensus on jewelry brands like Mejuri is often mixed.
One user noted that Mejuri's "vermeil pieces started tarnishing after three months," while their 14k solid gold rings "held up for years." This is the golden rule of the mid-range market: Stop buying gold vermeil if you want to wear it in the shower. Check the weight. If a ring feels like a piece of plastic or a soda can tab, it’s probably hollow or has very thin walls. Hollow jewelry is fine for earrings (your earlobes will thank you), but for rings, it’s a disaster waiting to happen. One accidental bang against a granite countertop and a hollow ring will dent.
Actionable Insights for Your Next Purchase
Buying jewelry should feel like an investment, even if it's "only" $150. Don't let the pretty packaging and fast-shipping "drops" distract you from the actual specs of the metal.
- Prioritize 14k Solid Gold for Rings: Your hands go through too much friction for vermeil or plating to last. If you can only afford one "nice" thing, make it a solid gold ring.
- Earrings are the "Cheat Code": Since they don't rub against your skin or clothes as much, this is where you can save money by buying gold vermeil or gold-filled pieces.
- Check the Warranty: Monica Vinader offers a 5-year warranty. Mejuri typically offers 2 years. If a brand won't stand by their plating for more than 6 months, don't buy it.
- Look at "Gold-Filled" as an Alternative: If you can't afford solid gold, "gold-filled" (common on sites like Etsy or brands like GLDN) is significantly more durable than vermeil. It uses a thick mechanical bond of gold rather than a chemical dip.
Next Steps for Your Collection
If you're ready to move beyond the big-name "Instagram" brands, start by identifying what you actually wear every day. Take your "most-worn" cheap piece—the one that's currently turning your finger green—and replace it with a 14k solid gold version from a brand like Quince or Linjer.
Once you have your "base" in solid gold, you can play with the trendier, bolder silver pieces or vermeil "statement" items for special occasions. The goal is a collection that doesn't lose its value the moment you walk out of the store.