Page 27 - March 2021

ooking back, Nam immediately accepts it was a A&M love to create new and fun products for their
massive gamble to start Astrid & Miyu (A&M), but customers and seeing their reactions to them is what drives
because of her passion for jewellery and her sheer them forward to continue innovating and producing new
L determination to succeed, the business has grown items. “Our customers are at the core of our product
from an idea in a London flat to achieving cult status among development and, as we expand internationally, we will
celebrities and today can count influencers such as Jessica Alba ensure we observe and listen to our local customers and
and Pippa Middleton as ambassadors of the brand. consider their feedback in our new collection launches,”
“We are known for our perfectly curated ear and our signature Nam comments.
stacks and this went hand-in-hand with our piercing studios As the future of retail will lean heavily on brand experience,
which we began in 2018. In 2019 we also added tattooing and A&M engages with its customers in and out of its stores. In
these combined services resulted in a like-for-like turnover boost store, they provide an experience and human interaction
of 350 per cent that year,” explains Connie Nam, Founder & that just cannot be replicated anywhere else, whilst online
CEO of Astrid & Miyu. they provide a community space for their customers, sharing
“We are now more than just a jewellery brand - we are a content and inspiration that is a continuation of their stores.
movement; inspiring a community of people to celebrate one “Most of our customers first interact with our brand via
another and express their individuality and diversity.” our social media accounts, and usually through Instagram
Due to phenomenal growth in a short period of time, the as it is so visual and user-friendly. Social media is certainly
company already operates four stores, two concessions and a point of inspiration for us and our customers and that is
employs more than 80 staff. They have also run a successful pop- part of its purpose – to be an extension of a brand’s content
up in SoHo, New York and during the lockdown period last year creation along with an e-commerce channel,” Nam explains.
they signed a lease and fitted out a store in Notting Hill, which A&M is all about empowerment for its colleagues
will open its doors when safe it is to do so. and customers. The idea behind the brand is to create
Like all businesses, Covid-19 is the largest hurdle A&M has an environment where individuality, creativity, passion,
and is continuing to overcome. Despite a lot of success last year, collaboration and kindness thrive. Their culture is one
the pandemic inevitably set back their expansion plans, so their that encourages diversity and, as a female-founded
objectives this year will focus on continuing to build and nurture company, they are all about inspiring other women, as
their online community both in the UK and abroad to pave the well as all of humanity.
way for physical expansion in the future. “We look after each other, our customers and community
“Because of the effects of the pandemic, we have seen a large because our success is collective. We have a passion
shift towards online, so shoppable social is naturally presenting for people and give back to society through our charity
huge opportunities for brands like ours and our e-commerce partnerships and CSR initiatives.”
sales and I feel this is the next step in experiential marketing and Connie’s vision for A&M was to create beautiful jewellery
will benefit customers massively,” says Nam. and to always stay in tune with what customers wanted. In
The last physical launch for the business was its Covent the future she would like the company to become the global
Garden store in 2019, but Connie has international ambitions cult jewellery brand, and with a growing customer base that
for the brand after building up a loyal fan base stateside through really care about the brand and help them to grow and
online marketing and their three pop-ups in New York. develop, she feels this vision is achievable.
They are planning to open more stores in 2021 and 2022 “The biggest challenge going forward as we grow will be
and branch out into more UK regions, particularly Cambridge how we maintain our strong community and culture and
and Brighton, whilst the wheels are in motion for locations in continue to build that magical experience for our customers
Newcastle, Leeds, Glasgow and Edinburgh. Internationally, aside and staff. As a brand, I think it is important to take risks and
from the US, Berlin is a market the business is looking to enter innovate to be a leader rather than a follower.”
in the next 18 months.

MARCH 2021 RETAIL & LEISURE INTERNATIONAL 27