Page 25 - #201 September 2025

Interview

W HILST SHE HAD HELD A someone interacts with the business.
longstanding love of unique and
As our conversation moves onto the
contemporary jewellery styles,
Connie’s mission was always to build some- topic of sustainability, we learn that it
plays an incredibly important role within
thing more than just a jewellery brand. She the business. For example, they ensure they
instead wanted to create a company that could use responsible materials and recyclable
be considered a leader in experiential retail. packaging, alongside donating to various
At Astrid & Miyu, there is a continuous charity partners like The Felix Project and
drive to manufacture meaningful and personal The Baytree Project.
experiences through jewellery, delivered via They also have their very own recycling
immersive in-store experiences and a strong scheme, Astrid & Re-New, which allows
community. They want every touchpoint, from people to give their jewellery a new lease of
product to service, to feel thoughtful. life. Customers can send their jewellery back
There are currently 26 stores operating to them or drop off any unwanted sterling
across the UK, with new openings having silver jewellery (from any brand) and they
taken place in Selfridges London & Manches- will send them off to be recycled. Customers
ter, Belfast and Bicester Village. They have who do this will then receive 1,000 loyalty
also expanded into Europe and the US, includ - points to spend in-store or online.
ing Amsterdam and New York. One of their It is elements such as this that help
most exciting milestones was the opening of create customer loyalty, something that
their flagship site in August last year - the is more important than ever in such a
House of Astrid & Miyu, which is located competitive retail environment. Nam
in Carnaby. also feels they create this through their
Most recently the company has unveiled experiential in-store experiences and
stores in Belfast and Bicester Village, as community events.
well as relaunching Selfridges in London in “Creating connections to consumers Astrid & Miyu, Hampstead, UK
August, reflecting their strategy of meeting through these personal experiences is
customer demand across major cities and central to standing out in a competitive
retail destinations. market. We want customers to feel part of
As with all their locations, these new units something bigger. We also have loyalty pro -
offer a range of personalisable and stackable grammes that reward repeat customers,
jewellery, as well as services including onsite offering them early access to highly antici-
piercings and weldings. These in-store experi- pated drops. In addition, we make sure we
ences are at the core of Astrid & Miyu, taking take on feedback to help shape our product
them from a jewellery brand into the lifestyle development and service offerings.”
realm and giving their consumers the oppor- At Astrid & Miyu, they do not just sell
tunity to create lasting memories. jewellery, they aim to redefine the industry
Speaking on expansion, Nam highlights through community building and immersive
that they are continuing to accelerate in the retail experiences and their ethos is centred
UK and expanding internationally with a new around the ambition to be true pioneers in Astrid & Miyu, Belfast, UK
NYC location on Madison Avenue (due in Octo - the realm of experiential retail.
They aim to go beyond the traditional
ber) and that in the past few months, they role of a jewellery brand by offering much Astrid & Miyu, Manchester, UK
Breaking Sunkiss Tattoos™, as they keep on expanding more than just exquisite pieces. They seek
have introduced bespoke tattoos and their
their offerings and diversifying their product
to inspire, engage and connect with their
categories. This will continue in October with
community on a deeper level, redefining
the introduction of belly piercings.
what it means to shop for jewellery in a way
the Boundaries seamless experience for our guests, both that combines innovation, storytelling and
“At Astrid & Miyu, we create a personal,
exceptional service.
in-store and online. Above all, we believe that
“Looking ahead, we are excited to
continue building Astrid & Miyu, both in
keeping our staff happy and well-trained is
key to delivering an exceptional experience,”
presence. Our focus remains on creating a
explains Connie Nam, Founder & CEO of the terms of our product offerings and global
business. “Our team is the first touchpoint stronger connection with our customers,
for our customers and the true ambassadors whether through new store openings,
What started as a passion of our brand. They offer expert advice to innovative collaborations, or enhancing our
project from her home in help customers find pieces that reflect their digital presence,” Nam comments.
2012 whilst not being able unique style, ensuring personalised service at She also puts across that the greatest
to find contemporary jew- every touchpoint.” challenge they face is maintaining the
balance between growth and intimacy
She continues by saying that for anyone
ellery at affordable prices, who shops with them, they will be presented with their community. As they scale, they
has grown into a move- with a seamless experience, whether in-store must ensure they stay true to their core
ment that has completely or online, thanks to their strong omni-channel values and personalised services. Their
community-centred approach is integral to
approach. They also prioritise community
revolutionised the jewellery experience. Over engagement, staying connected with cus- everything they do and they want to ensure
the next two pages, we converse with Connie tomers through social media, events and that as they grow, they keep on building
meaningful relationships with customers.
loyalty programs. They also listen closely to
Nam, Founder & CEO of Astrid & Miyu about customer feedback, using it to continually “The key will be staying agile, nurturing
the expansion journey the company has been on improve their service and offerings. By com- our incredible team and keeping that unique
in recent years and what the next steps are. bining these elements, they aim to deliver Astrid & Miyu touch that has defined our
a consistently great experience every time success from the start,” Nam concludes.
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