Jon StojanWe’ve all heard success stories about people moving to Canada to pursue their dreams. Jennifer Mo, CEO and founder of Junipurr Jewelry, has lived, struggled, and succeeded with one such story. With a heart to make a difference for other ‘underdogs,’ JMo heard and answered a call from piercers and small businesses at the mercy of a monopolized body jewelry industry. She has democratized the way the business operates at the same time as carving a niche for herself. Her journey from a minority female entrepreneur to a leading figure in the industry is inspiring and a testament to her resilience and determination.
At the age of nine, JMo moved to Canada with her parents for a new beginning that also brought new challenges. Both her parents came from high-level positions in Hong Kong, yet in Toronto, her dad was unable to seek a decent job and her mother qualified only for an entry-level position. To overcome the language barrier and different working environment, the family had to work their way up from the ground. As soon as she turned 15, JMo began working to support her family and help with household expenses.
From a receptionist at a real estate firm, she eventually became a senior director at the largest bank in Canada. Married to Ricky, the owner of multiple piercing and tattoo studios across Canada, they both came to recognize a significant gap and opportunity in the piercing world: piercers grappling with limited access to and long wait times for affordable, high quality body jewelry.
With a track record for problem-solving and persevering, JMo decided to tackle this persistent issue. In 2018, she started conducting research and development of body jewelry and finally, right before the COVID lockdown in 2020, launched her own brand.
Junipurr Jewelry boasts a unique approach to manufacturing and sourcing. Ethically made under Canadian supervision in Hong Kong and China, their gold jewelry is fairly priced and of exceptional quality. JMo’s insistence on sourcing materials only from suppliers with proven positive human rights records underscores her commitment to ethics and integrity. This commitment means they can have a long sustainable business and protect themselves from future competitors by setting a higher bar. And of course, the customers–piercers–reap the benefits: well designed, well manufactured body jewelry with competitive pricing and fast shipping.
Furthermore, JMo’s dedication to her customers is unparalleled. From personally answering emails up till 3 am to actively seeking consumers’ feedback and implementing improvements based on their suggestions, she is the epitome of customer-centricity. Testimonials from satisfied clients attest to the brand’s genuine commitment to supporting and empowering piercers:
“A company that works with the artist. Listening and following their needs.”
“From receiving my first order with a handwritten thank you card to winning a plant giveaway for a more sustainable green future, to the fundraising for BLM pieces, I’ve just truly been blown away by this company.”
JMo’s rationale? “Gold isn’t THAT rare. Good people are. If someone can dedicate 8 hours a day to help your cause, then it’s only fair that you think about their cause and make sure they are taken care of,” she expresses.
Junipurr has opened the door for underdogs, i.e., small piercing studios that could not get accounts with certain body jewelry suppliers. A one-woman piercing studio owner happily shares, “Giving people a chance to grow in their career is awesome. Because of Junipurr, I have brought in a higher paying clientele and I’ve watched my profit double. I admire the education Junipurr puts forth to empower and elevate piercers across the world.”
However, JMo’s path to success was not without its challenges. In the early days, she withheld from revealing her identity on the company’s social media because she wanted to maintain a professional distance. But this was met with skepticism and doubts that she truly was a minority woman who founded and ran the business. So she decided to quell the disbelief with her presence at the Association of Professional Piercers (APP) Annual Conference and Expo, which she now attends every year in Las Vegas.
Junipurr Jewelry also faced–and continues to face–another dilemma: copycats . Their beautiful, meticulously made pieces were being replicated but at a lower quality, posing a threat to Junipurr’s reputation. Although JMo has addressed this through legal measures and safeguarding her intellectual property rights, it’s an ongoing problem that requires diligent monitoring and action.
At the heart of Junipurr Jewelry’s success lies JMo’s unwavering belief in transparency, integrity, and ethical business practices. Her commitment to providing high-quality body jewelry to every qualified piercer, despite the challenges and costs involved, sets a high standard for the industry. “We’re not just selling jewelry; we’re building a community of piercers who share our values and vision for the industry,” JMo states. On top of obtaining certifications like SMETA (Sedex Members Ethical Trade Audit) and adhering to ASTM standards for consumer safety, Junipurr keeps a strict code of conduct policy, applicable to all connected with the brand. “Doing things right is not optional at Junipurr Jewelry. Working with us means making a commitment to upholding our company’s values,” JMo asserts.
One of Junipurr’s significant contributions has been reshaping the supply chain dynamics of the piercing industry and paving the way for a more diverse and competitive marketplace. Existing vendors have taken on new accounts; customer service has improved; shipping times have never been as fast; and prices are more competitive than ever before. Overall, Junipurr’s main triumph has been in providing a better experience for consumers through access to a previously monopolized industry. A client offers the following testimonial about Junipurr’s impact:
“I love working with Junipurr because they are passionate about their clients and they listen to our needs. The wait times are incredible, response time to emails and DMs is insane, I rarely wait more than an hour for a response to a message. The Junipurr app is a great way to order with ease. The ordering process is one of the best in the industry. The price is very fair and helps make gold more accessible to people of all budgets. They produce the most beautifully crafted gold with superior tones and the polish on each piece of gold is by far of superior quality. With new designs coming along all the time, I find it extremely exciting, which also makes my clients excited for it.”
And it doesn’t stop there. JMo’s vision extends beyond selling jewelry; it encompasses a broader mission of enhancing the quality of life for piercers worldwide. Perhaps the most profound aspect of Junipurr Jewelry’s success is its symbiotic relationship with professional piercers. By providing products, support, and a sense of community, Junipurr Jewelry is redefining the relationship between manufacturers and clients. JMo’s emphasis on treating piercers as partners rather than just customers reflects her deep understanding of their strengths and needs.
Where inaccessibility still exists, JMo and Junipurr Jewelry are opening the doors to a more level playing field.