Mejuri is one of the world's leading direct-to-consumer fine jewelry brands, operating at a scale that few DTC companies can match. With 60+ retail stores spanning five countries, multiple fulfillment centers, thousands of SKUs including engravable and personalizable products, and sales channels ranging from eCommerce to in-store POS to international marketplaces — Mejuri's operational complexity rivals enterprise retailers.
Every order — whether eCommerce, BOPIS (buy online, pick up in store), Ship From Store, or in-store POS — flows through Fulfil.
See related: ERP for Jewelry & Accessories Brands
The Challenge: Infrastructure That Couldn't Keep Pace with Growth
When Rohit Nathany joined Mejuri in 2022 as the company's unified technical and commercial leader overseeing CTO/CPO and CMO functions, the operational landscape was both impressive and challenging. Mejuri had grown rapidly, but the infrastructure hadn't always kept pace.
Legacy Integration Bottlenecks
Fulfil was already in place, but the team was running core integrations on legacy Python scripts, which impacted speed and accuracy. The eCommerce platform was Spree — a custom Ruby-on-Rails build — not Shopify. And Mejuri was operating as a single legal entity despite having international presence across Canada, the US, and the UK.
Operational Pain Points
The fulfillment center had real operational pain points that needed to be addressed. A significant portion was traced back to insufficient access controls — associates could force-assign inventory, pickers would search for alternate bins, and there was no clear roles and permissions framework.
My assessment in the early days was that the Fulfil system was powerful but Mejuri needed a deliberate investment in process re-design, operational improvements, and governance to support the growth.
— Rohit Nathany, CTO/CPO & CMO at Mejuri
The Solution: Fulfil as the Unified Operational Backbone
Fulfil serves as Mejuri's ERP, WMS, purchasing system, and shipping platform — all in one. Rather than stitching together five or six different systems with middleware, Mejuri runs their entire operation through a single platform.
The "FC Glow Up" — Systematic Operational Excellence
Rohit led what the team internally called the "FC Glow Up" — a systematic operational excellence program where they walked through every process area in the fulfillment center, documented the current state, and co-designed the future state with Fulfil.
The initiative involved 13 sub-projects covering everything from late canceled orders and mis-pick audits to multi-CRS returns processing and picking bin consolidation. Fulfil's implementation specialists and solution consultants came on-site to jointly prioritize improvements, with a documented improvement tracker covering 30+ items where both teams jointly assessed effort, value, and ownership.
Multi-Entity Expansion Across Four Countries
Mejuri migrated from a single legal entity to a multi-entity setup across Canada, the US, the UK, and Australia — a complex ERP transformation that Fulfil supported as the system of record for inventory, purchasing, and financials across all entities.
Replatforming from Spree to Shopify — Without Missing a Beat
When Mejuri migrated from Spree to Shopify, Fulfil was the constant. All order management, inventory, fulfillment, purchasing, and shipping continued running through Fulfil without interruption. The team essentially swapped out the entire customer-facing frontend while the operational backend remained stable.
The migration also gave Mejuri the opportunity to modernize their Fulfil integration, moving from legacy Python scripts to Fulfil's native Shopify integration and API. Orders from Shopify and Shopify POS now appear in Fulfil instantly — no lag — and get routed to the correct fulfillment location automatically.
What made this particularly complex was that we didn't just replatform eCommerce — we had to rewire BOPIS, returns, inventory sync across 50+ stores, and international order flows (Global-e) all at the same time. Fulfil's open API and native Shopify POS integration were critical to making this work without operational disruption.
— Rohit Nathany
Scaling Omnichannel Operations with Fulfil
Today, Mejuri operates one of the most complex omnichannel fulfillment networks of any DTC brand — all powered by Fulfil.
Real-Time Inventory Across 60+ Locations
Fulfil tracks stock across Mejuri's main warehouse, Mini FC, and 60+ retail stores in real-time. Each store manages Sellable, Display, and Damaged inventory — giving the team granular visibility and control at every location.
Multiple Fulfillment Models Running Simultaneously
Through Fulfil, Mejuri runs multiple fulfillment models in parallel: standard eCommerce picking and packing with batch optimization, Ship From Store with order caps that ramp based on store performance, BOPIS with inventory reservation, and engraving production orders. During BFCM, the team scales warehouse staff 2–3x across multiple shifts, and Fulfil handles that volume without performance issues.
Ship From Store Across 50+ Retail Locations
In 2025, Mejuri activated Ship From Store across all retail stores. Fulfil managed the fulfillment location setup in Shopify, created the fulfillment groups, configured FedEx pickups for all locations, and handled the order routing. The team started with caps of a few orders per store and ramped based on performance data flowing through Fulfil.
Multi-Carrier Shipping with Intelligent Routing
Fulfil generates carrier labels across FedEx, DHL, Royal Mail, Amazon Shipping, and DoorDash. It manages bill of lading for Amazon pickups and handles threshold-based carrier selection automatically — routing orders to the optimal carrier based on destination, speed, and cost.
From "Let's Try It" to Live in 12 Days: Amazon Shipping & DoorDash
Mejuri's carrier expansion shows how quickly new integrations can go live with Fulfil.
Amazon Shipping: Trial to Full Launch in 12 Days
For Amazon Shipping, Mejuri went from trial to full launch in just 12 days in December 2025. When the team hit a label generation error on launch day, Fulfil's team resolved it same-day. Within days, Mejuri was processing hundreds of orders per day through the new carrier.
DoorDash: Same-Day Delivery at Scale
DoorDash followed a similar pattern — operational quickly and running alongside Amazon Shipping from the same warehouse with coordinated pickups, enabling same-day delivery for customers.
Contrast that with what it takes on a traditional ERP. You'd be looking at a multi-week scoping exercise, a $50K+ implementation budget, third-party middleware, and months of testing. With Fulfil, we got from 'we want to try Amazon Shipping' to 'we're processing hundreds of orders a day through it' in under two weeks.
— Rohit Nathany
New Store Launches: Fulfil as Part of the Playbook
When Mejuri opened their Kierland location in June 2025, the store operations team used Fulfil directly for pullbacks, transfers, and internal shipments between warehouses. BOPIS was activated at 30 days, Ship From Store at 60 days.
Fulfil is so embedded in store operations that it's now part of the new store opening playbook.
The Open API Advantage
As a product and technology leader, Rohit highlights Fulfil's 100% open API — included at no additional cost — as a crucial advantage. Mejuri built an anti-corruption layer architecture to decouple their Shopify and Fulfil integrations cleanly, giving the team flexibility to evolve either platform independently.
They use Shopify metafields fed by Fulfil data for inventory levels and estimated shipping dates, and have built custom carrier integrations and fulfillment routing logic — capabilities that simply aren't possible with a closed-system ERP.
AI-Powered Executive Visibility
Mejuri's data team builds dashboards on actual Fulfil data showing inventory turnover, fulfillment costs, order-to-delivery timelines, and write-offs by category.
What excites Rohit most about where Fulfil is headed is the AI Copilot and MCP integration with Claude. The ability for a non-technical executive to ask "What's our inventory turnover rate by product category?" or "Show me return rates by fulfillment center" in natural language — and get an answer based on live operational data — is transformative.
AI-powered operational decisions will replace spreadsheet-driven operations. Fulfil's MCP integration with Claude is an early example. This will become table stakes within 6–12 months.
— Rohit Nathany
Fulfillians at the Mejuri Warehouse
What Makes the Fulfil Partnership Different
Collaborative Improvements
Mejuri doesn't just submit tickets — they co-design solutions with Fulfil. The FC Glow Up initiative involved on-site collaboration between Fulfil's implementation specialists, solution consultants, and Mejuri's operations team. Their documented improvement tracker with 30+ items shows a partnership that goes far beyond vendor–customer dynamics.
Responsive, Technically Deep Support
When Amazon Shipping label generation broke on launch day, it was fixed the same day. When Mejuri needed FedEx added for UK domestic shipping, it was resolved quickly with the right carrier configuration. Fulfil's team doesn't just field tickets — they understand the operational context.
Built for Commerce, Updated Every Day
Fulfil ships major releases every 2–3 weeks. That cadence of iteration means Mejuri is constantly getting better tools without the "wait for next year's release" cycle of legacy ERPs.
My favorite thing is that Fulfil feels like software built by people who actually understand commerce operations. It's not an accounting system with fulfillment bolted on, or a WMS that pretends to be an ERP. When I need to add a new carrier, enable a new fulfillment model, or open a new international entity, the platform was designed for that workflow. I also deeply appreciate that they're bootstrapped and profitable. There's no feature bloat or pivot risk. They're building for the long term, and as someone who's bet my company's operational backbone on their platform, that matters.
— Rohit Nathany
See related: Why We Visit Merchants Onsite: Real Impact Beyond the Screen
Advice for Companies Considering an ERP Switch
Rohit offers three pieces of advice for brands evaluating their ERP:
Be honest about whether your current system is actually working — or whether you've built elaborate workarounds to cope with its limitations. The cost of staying on the wrong system isn't zero — it's just less visible.
Pick an ERP built for your actual business model. If you're a Shopify-based DTC or retail brand, a system purpose-built for commerce will take weeks to implement, not months. Generic ERPs require massive customization budgets to handle things like bundles, multi-channel inventory, or carrier integrations that commerce-native ERPs handle out of the box.
Invest in the process work alongside the system migration. The technology switch is the easier part. The harder — and higher-value — part is documenting your current processes, identifying gaps, and co-designing the future state with your ERP partner.
See related: What an ERP Should Actually Do for Your DTC Brand
Looking Ahead: The Future of eCommerce Operations
Rohit sees three key trends shaping the future of eCommerce operations:
AI-powered operational decisions will replace spreadsheet-driven operations. Fulfil's MCP integration with Claude is an early example — asking "Which products are at risk of stockout based on current sales velocity?" and getting an answer from actual ERP data in seconds.
Fulfillment will become a demand accelerator, not just a cost center. AI routing that considers inventory availability, warehouse proximity, carrier performance, and delivery speed for every order will reduce shipping costs and improve delivery speed. Brands that can offer same-day or next-day delivery consistently — which Mejuri is doing with DoorDash and Amazon Shipping through Fulfil — will capture a disproportionate share.
Platform consolidation will accelerate. Merchants running 6–8 point solutions are hitting integration overhead and data fragmentation walls. The future is unified platforms like Fulfil where ERP, WMS, shipping, and AI-powered analytics live in one system with a single data model.
The ERP decision is fundamentally about velocity — not just cost or features. In a market where tariffs, carrier changes, and new channel opportunities move faster than ever, the question isn't 'does this ERP have feature X?' It's 'how fast can we implement changes when the business needs it?' With Fulfil, we went from 'let's try Amazon Shipping' to live in 12 days. That operational velocity is what separates growing brands from stagnating ones.
— Rohit Nathany, CTO/CPO & CMO at Mejuri