Mejuri is a fast-growing global jewelry retailer expanding rapidly across online and retail channels. But as they scaled internationally, their custom-built fulfillment system couldn't keep pace with growing complexity, causing high engineering effort, shipping delays, and unnecessary costs. Each new market required months of custom development, while managing regional routing rules became exponentially complex.
The UK market became their biggest headache. Mandatory jewelry hallmarking—a legal requirement where precious metals must be tested and certified by authorized assay offices before sale—trapped Mejuri in a costly fulfillment loop: Toronto → London for hallmarking → back to Toronto for storage → London again for delivery. Three international flights for one piece of jewelry resulted in 7-9 day fulfillment times and over $100K in extra monthly shipping costs. "Every new market meant more custom work, more maintenance, and more engineering resources tied up in operations instead of innovation," explains Rohit Nathany, Chief Digital Officer.
Discovering Shopify's native order management potential
When Mejuri started looking at advanced Order Management Systems to handle their growing complexity, they asked themselves: could Shopify do it? What they discovered surprised them—Shopify's built-in order management and fulfillment features could not only handle their complexity, but help solve their UK shipping challenges and expand faster into new markets.
The strategic decision to replatform on Shopify allowed them to satisfy 80% of their order management and routing requirements with off-the-shelf features, while maintaining flexibility to extend functionality through Shopify's fulfillment APIs. This immediately unlocked capabilities their custom system couldn't handle: turning retail stores into fulfillment centers, intelligent order routing across multiple locations, and rapid market expansion without custom development.
The platform has improved cross-functional collaboration through features like order timelines, notes, and tags. We have better visibility across teams and can make decisions faster.
Transforming operations with retail fulfillment hubs
Working with Codeture, led by Stefan Vermaas, proved essential for Mejuri's successful migration. "He was less of an agency, more of an extension of our engineering leadership team," explains Nathany. Stefan's analysis guided Mejuri's strategic shift to Shopify while coaching their team during implementation.
The UK market transformation showcased the power of Mejuri's new approach. Instead of the costly three-flight journey, products now go directly from the UK assay office to their King's Road store after hallmarking. When UK customers place an order, jewelry ships straight from London. Results were immediate: UK lead times dropped from 7-9 days to 1-2 days while slashing monthly shipping costs by over $100K.
Using retail stores as fulfillment hubs was so successful that they expanded the concept to 5 North American locations, with plans to roll it out across most of their 35 global retail stores. The transformation also accelerated market expansion from months to hours. When they noticed significant traffic from Mexico, they enabled shipping there within hours of receiving internal approval. "We can just select it in the Shopify admin and light it up," says Kari Beiswanger, Senior Product Manager.
This project proved Shopify can handle enterprise-level fulfillment. It's not about switching platforms, it's about rethinking how modern retail scales globally.
Future-proof order management
Shopify now serves as the central hub in Mejuri's technology ecosystem, freeing their engineering team to focus on innovation instead of maintenance. The platform's native capabilities handle complex routing decisions automatically, while Shopify Flow enables powerful automations with minimal engineering effort, from customizing orders to implementing fraud detection.
For merchants wrestling with complex fulfillment challenges, Mejuri's transformation shows how Shopify's capabilities can replace expensive Order Management Systems while providing the flexibility to customize for unique business needs, positioning businesses for scalable future growth.
Flow has been a huge unlock. These automations free up engineering resources to work on more complex projects while improving our customer service capabilities.