Astrid & Miyu: Jewellery brand popular with celebrities including Holly Willoughby expands in London

·1-min read
Connie Nam is the founder of Astrid & Miyu (Astrid & Miyu)
Connie Nam is the founder of Astrid & Miyu (Astrid & Miyu)

London-based jewellery firm Astrid & Miyu, popular with a number of celebrities, is planning to open three more stores within the next month.

The expansion will bring the retailer’s estate in the capital to seven standalone branches.

The firm, which as well as selling earrings and necklaces also offers a piercing service and bracelet welding, was founded in 2012 by Connie Nam.

Its goods have previously been spotted on celebrities including Jessica Alba, Georgia May Jagger and Holly Willoughby.

Astrid & Miyu’s new stores will open on November 18, 25 and December 2 respectively on King’s Road, Foubert’s Place in Soho, and Coal Drops Yard, King’s Cross.

Investing in physical stores will be welcomed by the real estate sector after a tough year that saw many high street businesses hurt by lockdowns.

Nam said: “Our expansion plans are well underway and the speed at which we’ve been able to increase our store footprint following the pandemic is down to bolstering our senior leadership team.”

The entrepreneur started the company from her flat in Notting Hill. The first Astrid & Miyu website cost £500 to make and develop and Nam handled everything from product design and marketing, to sending orders. Today the group has more than 150 staff.

Astrid & Miyu’s Elysian jewellery collection (Astrid & Miyu)
Astrid & Miyu’s Elysian jewellery collection (Astrid & Miyu)

The company gave the update alongside reporting that sales have increased by more than 400% in the last three years. Turnover in 2021 is on track to reach £15 million.

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