Game, Set, Match: Mejuri Redefines Court Style with New “Play” Collection and Star-Studded Roster
In the rapidly evolving world of accessible luxury, few brands have managed to bridge the gap between everyday elegance and high-performance lifestyle as seamlessly as Mejuri. As the calendar turned to January 2026, the millennial-favorite jewelry powerhouse made a definitive statement: the tennis court is the new runway. With a major expansion of its tennis-inspired collection, Play, and the appointment of a diverse lineup of global athletic ambassadors, Mejuri is not just serving looks—it is solidifying its commitment to jewelry that moves with you.
This strategic expansion, announced on January 5, 2026, marks a pivotal moment for the brand. By blending the heritage of classic tennis aesthetics with modern, structural design, Mejuri is proving that fine jewelry belongs as much in the heat of competition as it does at a post-match gala.
The Evolution of “Play”: A New Era for Sports Jewelry
The narrative of the Play collection began in late 2025, when Mejuri first introduced the line alongside its inaugural tennis ambassador, the dynamic Emma Navarro. The launch was more than just a product drop; it was a manifesto declaring that “precious” jewelry need not be fragile or reserved for special occasions. It was designed to be lived in, sweated in, and won in.
Fast forward to early 2026, and the brand is doubling down on this vision. The expansion isn’t merely about adding new SKUs; it represents a holistic growth of the brand’s ecosystem. By recruiting a roster of athletes who span the spectrum of the sport—from emerging teenage prodigies to established icons—Mejuri is weaving a story of female empowerment that transcends age and ranking.
Bridging the Gap Between Lifestyle and Athletics
Mejuri Chief Brand Officer Jacob Jordan emphasizes that this move is a natural progression for the company. “Play is a natural next step for Mejuri—more lifestyle-driven, but still rooted in the community we’ve built,” Jordan explains. The collection is designed to connect the brand’s product even more directly to the everyday lives of its customers. Whether it is a grueling training session, a cross-continental flight, or a celebratory night out, the jewelry is engineered to be an effortless companion.
Meeting the Ambassadors: A Diverse Roster of Power and Style
The true heart of this campaign lies in the women chosen to represent it. Mejuri has carefully curated a team of ambassadors that reflects the diverse journey of a professional athlete. This isn’t just a list of winners; it is a celebration of individuality, resilience, and personal style.
The Trailblazer and The Icons
Leading the charge is Emma Navarro, who set the tone for the partnership in 2025. Joining her are five formidable women who each bring a unique energy to the court.
- Eugenie “Genie” Bouchard: A name that resonates well beyond the tennis world. As a former tennis pro who has successfully pivoted to professional pickleball, Bouchard represents the evolution of an athlete’s career and the versatility required to stay at the top.
- The Rising Stars: The roster includes two American standouts, McCartney Kessler and Valerie Glozman, alongside Canadian professional Victoria Mboko. These athletes represent the grind and the glory of climbing the ranks.
- The Future: Perhaps most exciting is the inclusion of Hannah Klugman, a 16-year-old British player. Her presence underscores Mejuri’s commitment to supporting the next generation of talent “shaping what’s next.”
Celebrating Individuality Over Uniformity
According to Jacob Jordan, the selection process was rigorous and deeply focused on character. “The company chose these women because each brings her own distinct style, not just in how she plays tennis but in how she carries herself on and off the court,” he says.
The ambassadors are not mannequins; they are collaborators. “The way they compete, the confidence they bring to their game, and the individuality they express through every moment is what makes them such a natural fit for Play,” Jordan adds. By showcasing women at different stages of their lives—from the fresh excitement of a teen career to the wisdom of an established veteran—the campaign reflects the “full spectrum of the journey: evolving as athletes and strong, confident women.”
A Modern Homage: Redefining the Tennis Bracelet
At the core of the January expansion are two new earring styles that pay tribute to one of the most enduring symbols in jewelry history: the diamond tennis bracelet. Popularized by tennis legend Chris Evert in the 1970s and 80s, the tennis bracelet has long been the gold standard for sporty chic. Mejuri’s new designs take this classic concept and reimagine it for the ear, focusing on structure, movement, and sparkle.
The Drop Shot Tennis Earrings
The Drop Shot Tennis Earrings are a masterclass in kinetic design. Jordan notes that these pieces are “well crafted and structured, yet playful enough to still show the movement of the person wearing them.” The design features diamond strands that swing freely with every turn of the head—or every serve of the ball—creating a dynamic display of light and sparkle that mimics the energy of the game itself.
The Tennis Double Hoops
For those who prefer a more architectural look, the Tennis Double Hoops offer a sophisticated twist. This style utilizes a single strand to create the illusion of two distinct hoops on each ear. It captures the continuous line of diamonds associated with the classic tennis bracelet but updates it with a modern, stacked aesthetic that is perfect for the contemporary consumer.
Materials That Matter: From Silver to 18k Gold
True to Mejuri’s commitment to accessibility and luxury, the new pieces are available in varied price points and materials without compromising on quality.
- The Accessible Tier: Both the Drop Shot and Double Hoop styles are available in high-quality sterling silver adorned with lab-grown sapphires, offering a cool-toned, durable option for everyday wear.
- The Ultra-Luxe Tier: For the ultimate indulgence, the brand offers a made-to-order version crafted from 18k yellow gold and set with brilliant lab-grown diamonds. This bespoke option caters to the consumer looking for an heirloom-quality piece that retains the collection’s sporty DNA.
Performance Meets Personal Style
What sets the Play collection apart is its functionality. This is jewelry designed to be worn, not stored. The feedback loop between the brand and its ambassadors has been critical in this development.
“Designed to Hold Up in Motion”
“They’re also giving feedback based on how they train and live in their jewelry, which helps us design pieces that truly hold up in motion,” Jordan reveals. This practical input ensures that the clasps are secure, the weight is balanced, and the materials are resistant to the rigors of an active lifestyle. The result is a product line that eliminates the fear of damaging fine jewelry during a workout.
Curating a Personal Look
The campaign encourages consumers to view jewelry as a form of self-expression rather than a static accessory. “Each ambassador curates Play through their own personal style and what they actually wear day to day,” says Jordan. “They’re showing that you can still feel like yourself and look good, even when you’re performing at a high level.”
Whether it is stacking multiple hoops for a match or pairing the Drop Shot earrings with an evening gown, the ambassadors demonstrate the versatility of the collection. “Instead of just highlighting pieces, they’re sharing how they style them for match day, practice, or more elevated moments. It makes jewelry feel like it belongs in real life,” Jordan notes. “It’s not an afterthought, but part of their self-expression.”
Mejuri’s Global Expansion and Future Vision
The expansion of the Play collection comes at a time of significant growth for Mejuri. Over the past two years, the brand has expanded its physical footprint to more than 50 stores globally, with ambitious plans to continue this trajectory. This physical expansion supports the lifestyle-driven approach of the Play collection, allowing customers to touch, feel, and try on pieces that are meant to become a second skin.
Beyond Special Occasions
The philosophy behind Play challenges the traditional jewelry industry norms. “Play encourages experimenting and wearing jewelry in a way that feels personal and fun—not precious or saved for special occasions,” Jordan asserts. It reflects a shift in consumer behavior where luxury is no longer about exclusivity and safekeeping, but about enjoyment and daily wear.
By aligning with the world of tennis—a sport steeped in tradition yet currently undergoing a vibrant cultural renaissance—Mejuri is positioning itself at the intersection of heritage and modernity. The “Play” collection is more than just earrings and bracelets; it is a celebration of the values Mejuri holds dear: “individuality, confidence, and celebrating women in the moments that matter most.”
As the lines between sportswear and streetwear continue to blur, Mejuri’s latest move ensures that whether you are serving an ace or sealing a deal, you are doing it with undeniable style.
