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Meeyas is an 8-year-old luxury jewelry brand driven by a desire to bridge the gap between traditional craftsmanship and contemporary aesthetics. It creates a space for attainable luxury jewelry for millennials and Gen Z, with pieces made from 18-karat Gold and Diamonds that are meant to last a lifetime. It is a brand known for its timeless designs and elegance. With a keen understanding of the evolving tastes and preferences of the millennial and younger generations, Meeyas carves out a niche in the market by offering unique, trendsetting designs that resonate with her target audience.
Recently, Meeyas made history by collaborating with international fashion designer Banke Kuku on her newest SS25 collection, Oceans, with Meeyas-original oceans-inspired jewelry that was modeled on the runway at the Ocean’s Front Row fashion show. The Meeyas X Banke Kuku collaboration depicted the vibrant yet fragile marine life with Banke’s oceanic prints and Meeyas pieces, which drew inspiration from the coral reefs, pearls, and various fish in our oceans to tell a story about wearable art, advocacy, and infusing luxury and sustainability.
Meeyas has cemented itself as an iconic brand collaborating with other brands, famed stylists, celebrities, and influencers, and curating glam looks for huge events, like international pageants and the African Magic Viewers Choice Awards (AMVCA), which is undoubtedly the biggest night in African film.
Can you tell us a bit about yourself—your background, family, and what led you into the world of diamonds?
My name is Mayomi Ogedengbe. I grew up with a background heavily steeped in jewellery and finance, thanks to my mom, who’s been in the jewellery industry for over two decades. Watching her work was truly inspiring—she handled her business with such passion and grace. While I studied finance and investment banking, earning both a BSc and a Master’s degree, it was really my mom’s influence and the early exposure to her work that sparked my interest in delving into the world of diamonds and jewels.
What’s the inspiration behind Meeyas?
Well, my mom definitely sparked my interest in jewellery, but she wasn’t the reason I started my own jewellery business. Meeyas was actually born from a desire to create something both accessible and luxurious. Although I was raised in the luxury jewellery business, I wanted to craft something more attainable, which is why my bio emphasises “attainable luxury.”
As I approached my 30th birthday, I launched Meeyas with the goal of offering more affordability in the jewelry market, especially for younger generations who may not have as many financial assets. My aim was to design contemporary styles that could be worn every day.
Although it’s now named Meeyas Jewels or just Meeyas, we initially called the brand ‘Meeyas Link’ to symbolise bridging the gap between affordability and luxury, catering to the tastes of the younger generations like Gen Zs. Meeyas embodies vibrant, youthful energy and timeless elegance, bringing younger people closer to high-quality jewellery and allowing them to express themselves uniquely.
Why is Gen Z a focus for Meeyas? What makes them special in the luxury world?
I’m not Gen Z myself, so I can’t fully speak for them, but having Gen Z sisters has given me some insights into what they value. What sets Gen Z apart is their intentionality in purchases. Unlike many millennials who often chase trends, Gen Z consumers are more discerning about their choices. They look beyond the popularity of an item; they’re after the experience and products that resonate with their core values.
Even though I say they aren’t keen on following trends, they do enjoy setting them. For Gen Z, it’s all about how a product connects with them personally. At Meeyas, we aim to create pieces that vibe with them on a personal level, offering jewellery that feels customised and aligned with who they are.
Speaking on personalisation, how do you personalise your brand for them?
One of the best parts of Meeyas is that we’re deeply involved in the design process. We don’t just buy and resell diamond jewels but design our own pieces. When interacting with customers, especially Gen Zs, I encourage them to share their stories. They might tell me directly what they’re looking for, or I might get a sense of their style through how they present themselves. Gen Zs are all about self-expression — whether it’s through their fashion, their personality, or even how they talk about what they want.
So, by the time we start discussing specifics, I usually have a feel for what they might like. They’re pretty outspoken and clear about their likes and dislikes, and as a designer, it’s my job to turn those preferences into reality. Most of the time, my Gen Z customers aren’t looking for something I already have; they want something unique made just for them. This has really helped me tap into the market, creating pieces that allow them to express themselves in a way that’s uniquely their own.
When we say “luxury,” what comes to mind for you? And how does that translate into the diamond shopping experience?
For me, luxury is all about uniqueness, timelessness, and elegance. It’s not just the sparkles of a diamond that define luxury but the whole experience—how it makes you feel to choose, wear, and own it. It’s about how a piece resonates with your personal style and becomes a part of your story.
The experience of choosing a diamond that matches your personal style is a luxury in itself. When you wear a diamond piece, it shouldn’t wear you, it should be you wearing it, making it a part of you. At our store, we ensure to personalise the experience by guiding you through each step. Sometimes, what you initially intend to wear might change during our discussions.
Also it’s important to note that your personal style alone does not define the type of diamond you purchase, because sometimes the shape and cut of a necklace might not suit every neck type, which is why we are available to guide you to choose what you suits you. With hands-on guidance, I share my professional insights and knowledge with customers to help them understand why a piece might be perfect for them. Every piece should feel like a part of you, perfectly complementing who you are.
For someone new to luxury goods, especially diamonds, what should they look out for?
When you’re new to the diamond world, you should familiarise yourself with what we call the 4Cs: Cut, Colour, Clarity, and Carat weight. Diamonds are graded on a color scale from D (colorless) to Z (light yellow or brown). The closer a diamond is to being colourless (D), the higher its value. Colour distinctions can be subtle, but they significantly affect diamond quality and price.
You should also check for clarity, which ranges from Flawless (FL) to Included (I3), with various grades like SI (Slightly Included) and VS (Very Slightly Included). The SI is of a lower quality, and the FL is flawless, which enhances the diamond’s value. Then you also have to pick the cut, there are several such as pear, square, oval but it’s important to ensure it is a well cut diamond. A whole lot of people are more familiar with carat which is how much the diamond weighs as it determines the value, but you need to also check the letters to determine the quality. I will also say that you ensure you get a certificate with any diamond purchase to ensure validity.
When selecting a diamond, you need to take time to understand what appeals to you and fits into your budget. Diamonds may be an investment, but you need to ensure they appeal to you. This will allow you to enjoy the full value of your money.
Which diamond pieces would you recommend as the first steps into the luxury world?
If you’re just starting with diamonds, I’d recommend beginning with a white diamond set in white gold. White diamonds really shine against white gold, creating a stunning, classic look that’s perfect for entering the luxury world. As your investment and interest in diamonds grow, you can start exploring other colours. For a versatile piece that goes with everything, you can’t go wrong with diamond studs. They’re simple, elegant, and fit any occasion—you can wear them with a colourful or simple dress and still feel luxurious. They really do go with everything.
When you’re ready to expand your diamond portfolio, consider minimalist diamond necklaces. They pair perfectly with studs, and you can choose pendants that match your personal style, like round or pear-shaped.
For those looking to add more, a tennis bracelet or a dainty ring can be a beautiful addition. If you’re not much of a ring person, bracelets are a great alternative. They’re elegant and make a subtle yet significant statement.
Remember, even though diamonds might sound expensive, there are affordable options that still offer that touch of luxury and style. Starting with these pieces is a great way to step into the world of luxury jewelry without feeling overwhelmed.
Moissanites [lab-grown gemstones] are gaining traction across Nigeria. Would you consider them a smart choice for Gen Z investors looking for an alternative?
While moissanite is becoming a popular alternative, it’s important to recognise that it is fundamentally different from diamonds. Diamonds are the purest of all stones and offer a timeless value that can be passed down through generations. Moissanites, on the other hand, do not hold the same timeless value and are not as valuable as diamonds, so they can’t be passed on as a generational gem.
If you’re looking for an investment that holds and potentially increases in value, diamonds are a better choice. They are not just beautiful but also serve as a significant investment that can be cherished and passed on. I believe gold, especially in higher carats like 18k, embodies simple luxury and has an element of timeless luxury, too. I would say maybe start with gold and then proceed to diamonds. There is nothing wrong with moissanites; they are just not diamonds.
How does Gen Z’s luxury tastes compare to millennials or older generations?
Gen Zs definitely approach luxury with more adventurousness, especially in how they mix trends and personalize their style. It might depend on the perspective, but they tend to incorporate more thoughtful personalization into their choices. For example, older generations might prefer everything to match colour-wise, like pairing ruby jewellery (pink, red) with similar colours in their accessories such as bags and shoes.
In contrast, a Gen Z might walk in and opt for combinations like white and yellow, which older eyes might see as colour-blocking. To me, this shows that Gen Z is not just buying for the sake of buying. They see their choices as a form of expression, aligning with a minimalist yet pronounced style that doesn’t overshadow but complements their overall look.
Gen Z buyers are also more likely to ask questions and seek pieces that resonate more personally rather than simply following trends. They prefer their luxury items to speak to them on a personal level, often blending minimalism with bold statements, which can seem more thoughtful compared to the more trend-driven approaches of some millennials and older generations. This thoughtful process in their luxury purchases prioritizes personalized style and statement-making that truly reflects their individuality.
Are there any diamond cuts, styles, or brands that are trending with Gen Z right now?
Over the past three years, I’ve noticed a strong preference among Gen Z for pear and oval-shaped diamonds. Many younger brides are moving away from the traditional round or square cuts, as they feel these shapes are a bit too classic and want something more unique. They haven’t seen as much of these alternative shapes before, so they see it as something fresh and exciting.
Customisation is also huge with them. I’m currently working with a bride who’s creating a ring in a shape I’ve never seen before. She’s very focused on making it unique and personal to her style. This desire for individuality is something I see a lot with Gen Z—they really love putting their own twist on traditional pieces.
Saving for luxury can seem daunting. What money-saving hacks would you suggest for Gen Z dreaming of their first big diamond purchase?
I’d suggest starting small, maybe with a timeless stud. We offer a range of sizes and variations to fit different budgets, so there’s no need to jump straight to the biggest diamonds. If diamonds feel out of reach, starting with gold pieces is a great option—you can always work your way up to diamonds.
If you have a specific piece in mind but need time to save, Meeyas offers a tailored package that lets you set aside funds and pay over several months. Since we create most of our pieces, even if something is sold out, we can make it again just for you. For customers who want to secure a piece, we offer the option to put down a deposit and pay the balance in installments. You shouldn’t have to empty your bank account for a jewelry piece.
How do you think influencers and digital creators help make luxury feel more accessible and investment-worthy?
Influencers play a huge role in making jewelry, especially high-end pieces, feel more relatable. They show how luxury items, like diamonds, can fit into everyday life, which helps take away the intimidation factor. Through unboxings, reviews, and personal stories, influencers bring our pieces closer to their audiences.
The creators we work with help bridge the gap between aspirational and attainable jewelry. When you see someone you admire wearing pieces that feel within reach, it makes luxury feel more achievable and worth investing in. For our Gen Z customers, this connection shows them that luxury isn’t just for a select few—it’s attainable for them, too.
What’s one thing you wish you’d known about diamonds and luxury shopping before your first big buy?
I actually grew up in this business, and my first diamond was a gift from my mom. When your mom works in the jewelry space, you almost feel entitled to it—you get pieces to wear for special occasions, and diamonds just become part of your lifestyle. So, for me, it wasn’t so much about learning the shopping side of diamonds; it was more about understanding the business.
For anyone looking to invest, I’d say it’s essential to know the 4Cs and always ensure that your pieces come with certificates. This helps you make informed choices about quality and value, not just the beauty of the piece.
However, from a business perspective, there’s one thing I wish I had learned sooner: the importance of understanding the artistry side of jewelry design. I entered this field mainly knowing the buying and selling aspects, but I quickly realized I was drawn to creating and bringing artistic visions to life. I wish I had studied design formally before diving into the business. Although I’ve taken courses and studied over time, having that foundation from the start would’ve made my transition into the creative side much smoother.
For those interested in getting into the luxury goods industry, especially diamonds, what’s your advice?
Let your authenticity be at the forefront of your brand. I’m a big believer in creating and offering what genuinely makes you feel good and reflects your unique perspective. In luxury, it’s not just about following trends, it doesn’t have to be loud. Gen Z leans more towards a quieter, understated luxury. Even as an older millennial, I connect with that vibe — keeping it subtle unless there’s a specific reason to stand out, like at a big event.
Understanding your audience is vital. The luxury market is very competitive, so you have to stand out with your own point of view. While you don’t have to follow every trend, you still need to know what’s happening in the industry. Gen Z is shaping the current trends, and although they’re constantly evolving, you have to stay connected and keep learning to meet their needs. The goal is to find a way to genuinely resonate with your audience and reflect their values in your brand.
Finally, let’s dream big—what’s your ultimate luxury item?
I haven’t created it yet, but I definitely have something in mind for the future. My ultimate luxury item would be a necklace. I’m really big on necklaces. At the last Banke Kuku event, her Oceans fashion show, I wore this stunning dress paired with a bold, statement necklace. I skipped the earrings, and I felt like the necklace did all the talking.
My dream piece would be something vibrant and meaningful, with colored diamonds like golden and yellow hues to represent milestones in my life. It would be a timeless, modern piece that could be passed down—a piece that tells the story of my journey, my brand’s growth, and my personal evolution. That’s my ultimate vision for a luxury item: a necklace that embodies my story and can be cherished for generations.
