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Jacob Jordan of Mejuri on Making Ads With Gia Coppola
And resisting creative limitations
Jacob is the chief brand officer at Mejuri. He joined the jewelry brand in January and recently commissioned director Gia Coppola to make a series of “New York Minute” microfilms. The artful, unconventional campaign earned coverage—and praise—from mainstream platforms including The Hollywood Reporter and Harper’s Bazaar.
Before joining Mejuri, Jacob spent 20 years in the fashion business at Calvin Klein, Louis Vuitton and Thom Browne. He also did a five-year stint at Apple as director of special projects—initially for Apple Watch, then Today at Apple.
We spent two minutes with Jacob to learn more about his background and his creative inspirations.
Where you grew up, and where you live now.
I was born in Chicago, then lived in the suburbs of Chicago, very John Hughes-like places where I experienced my adolescence, and I would say John did a really good job of capturing what that looks and feels like. I moved around a lot though [as an adult]. I’ve lived in California, Paris—and Brooklyn for a long time. We just moved from Manhattan to Montclair, N.J.
Your favorite John Hughes movie.
Your first job.
My very first job as a kid was a paper route. And the idea of a paper route was so cool to me, the idea of flying around the neighborhood on my bike with a big bag tethered to my handlebar and throwing newspapers. Then I started to do it, and it was terrible, and I hated it. Trying to collect $2 from people was just torture.
A moment from high school or college that changed your life.
Right before high school, the summer before my freshman year, my mom gave me The Catcher in the Rye. It changed everything. It felt like something I could relate to, but something so different and dangerous and at times standoffish. It got me into reading.
What’s exciting about working in the jewelry industry?
I’ve worked in fashion a lot and luxury and all that stuff, but this feels different. It has a very special nuance to it, and I love the fact that it’s this mix of craftsmanship and storytelling. [Jewelry] is ultimately a really emotional purchase. There’s something very emotional and beautiful about everything we make. So, I like the idea of being able to use that as something to tell stories.
One of your favorite creative projects you’ve ever worked on.
This project with Gia Coppola. I’ve never made anything like this. It was very natural how conversation and collaboration seemed to overlap. It wasn’t like we were ever “working” together. We would talk, and we’d ask one another questions. We developed a shorthand from the start.
How you foster creativity among the people around you.
I love working with our creative teams, whether it’s the brand creative team, or the product design team. I love informal communication and workshops, and I love to ask them questions. It’s finding in each of them those little breadcrumbs of an idea and helping them see how to turn that into something.
Someone’s work you’ve admired lately.
Mike Brodie has been one of my favorite photographers. I love the people he captures, this journey, what he does, how he drifts through the U.S. It reminds me there’s all these people and stories and places that are quite beautiful and that most people wouldn’t ever see. He seeks that out and finds it.
Your main strength as a creative person.
The notion of limitations doesn’t really exist to me. If there’s something you want to make, the notion of “You can’t do that” doesn’t enter my head.
A teacher or mentor who impacted your career path.
Angela Ahrendts. She was the head of Apple Retail. She believed in me and my ideas so much. She convinced me that I could do it all, even when I didn’t think I could. She had that effect on everybody who was lucky enough to work with her.
What would you be doing if you weren’t in the jewelry industry?
Probably spending as much time with my daughter as I possibly can. She is super creative. She sees the world in a way that I don’t.
