Astrid & Miyu
Astrid & Miyu is a London-based contemporary jewelry brand operating 32 UK and US stores plus Shopify e-commerce, selling accessible-priced earrings, necklaces, and fine jewelry alongside in-store piercing, permanent jewelry, and customization services to style-conscious Gen Z and Millennial consumers.
- Company typePrivate
- Founded2012
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Astrid & Miyu does
Astrid & Miyu is a London-headquartered contemporary jewelry brand founded in 2012 by Connie Nam, operating 32 physical stores across the UK and US alongside a Shopify-based e-commerce platform serving customers in the UK, EU, US, Canada, and Australia. The company targets style-conscious consumers — primarily Gen Z and Millennial — seeking accessible-priced jewelry (£35 to £545+) combined with in-store experiential services such as professional piercing, permanent jewelry welding, custom Story Chain® builds, engraving, and (in the UK) tattoo services. The product portfolio spans core categories of earrings, necklaces, bracelets, rings, and charms, with a growing fine jewelry tier in 9k and 14k solid gold featuring lab-grown diamonds. The company sells through curated collections including Solstice, Cosmic, Molten, Illusion, Scalloped, Opal, and A&M Icons. Digital tools such as the Ear Stack Curator and a mobile app offering exclusive early-access drops supplement the physical retail experience, and all precious metal jewelry complies with UK hallmarking regulations. Proprietary technology is limited to a Shopify e-commerce platform with integrated booking for piercing appointments, Gorgias live chat support, Klarna buy-now-pay-later, and standard martech integrations (Ometria, Google Analytics, Microsoft Clarity, Attentive SMS).
Astrid & Miyu generates revenue primarily through one-time product sales and professional in-store services, with no subscription model and a tiered unit-pricing structure spanning accessible fashion jewelry (18k gold plated, rhodium plated, recycled sterling silver at $35–$200) and fine jewelry ($280–$545+). Distribution is omnichannel: a global Shopify storefront with free standard delivery to UK, EU, US, and Canada; a mobile app for exclusive drops; and 32 physical stores that combine retail with service revenue from piercings, permanent jewelry welding, engraving, and private events. The company pursues a deliberate US expansion strategy, opening a second Madison Avenue store in October 2025 (targeting 50% US revenue growth), a Los Angeles store on Abbot Kinney in April 2026, and a first Texas boutique at South Congress Austin by end of 2026, following the closure of an underperforming prior New York location. Growth has been primarily self-funded through cash flow since inception, supplemented by undisclosed backing from a German family office since 2019 that has enabled founder-led, long-term brand building. Marketing is community-driven, anchored on Instagram, TikTok, and Pinterest, with the #MusesofAM hashtag, Club A&M loyalty (5 points per £1 spent), and a Refer-a-Friend program offering free piercings. Founder Connie Nam retains 55% ownership as of early 2026.
Astrid & Miyu firmographics
Firmographics- Name
- Astrid & Miyu
- Legal name
- Astrid & Miyu
- Website
- https://astridandmiyu.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Astrid & Miyu is a London-based contemporary jewelry brand operating 32 UK and US stores plus Shopify e-commerce, selling accessible-priced earrings, necklaces, and fine jewelry alongside in-store piercing, permanent jewelry, and customization services to style-conscious Gen Z and Millennial consumers.
- Ownership category
- akta.pro rank
Astrid & Miyu industry classification
Industry- Product category
- Contemporary Jewelry
- NAICS
- Jewelry Retailers (458310), Jewelry and Silverware Manufacturing (33991), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Jewelry Stores (5944), Costume Jewelry & Novelties (3960), Jewelry, Precious Metal (3911)
- akta.pro primary industry
- Designer/Artisan Fashion Jewelry (Independent Brands) (CRAKABAC)
- akta.pro secondary industries
- Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings) (CRAKABAA), Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones) (CRAKAHAG), Precious Metal Jewelry (Gold/Platinum/Silver) (CRAKAAAD)
Keywords
Where Astrid & Miyu is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
Astrid & Miyu business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Product Sales: Sale of contemporary jewelry including earrings, necklaces, bracelets, rings, charms, and piercing jewelry. Products range from £35 to £545+. Includes fine jewelry in solid gold with lab-grown diamonds and gemstones.
- In-Store Services: Revenue from piercing services, permanent jewelry welding, tattoo studio services (UK), engraving, and private in-store events
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Accessible Fashion Jewelry |
| Unit Pricing | Pay-as-you-go | Fine Jewelry / Solid Gold |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
Astrid & Miyu product offering
Product offeringCore offering
Astrid & Miyu designs, sources, and sells contemporary stackable jewelry — including earrings, necklaces, bracelets, rings, charms, piercing jewelry, and fine jewelry in solid gold with lab-grown diamonds — through its own e-commerce site, mobile app, and 32 physical stores. The brand pairs its jewelry assortment with in-store experience services: professional piercing, permanent jewelry welding, Story Chain® custom jewelry assembly, tattoo services (UK), engraving, and private in-store events.
Product overview
Astrid & Miyu is a UK-based contemporary jewelry brand and piercing studio with 32 physical stores, operating on a Shopify e-commerce platform. The company offers a unified retail experience combining jewelry retail with in-store services. The core product portfolio centers on earrings, necklaces, bracelets, rings, and charms, supported by specialized piercing jewelry and fine jewelry lines. Key sub-brands include the Solstice, Cosmic, Molten, Illusion, Scalloped, and Opal collections, alongside signature A&M Icons. The company differentiates through experience-focused in-store services including piercing studios, permanent jewelry welding, Story Chain customization, tattoo services, and engraving. A loyalty program (Club A&M), mobile app, and digital tools like the Ear Stack Curator complement the product ecosystem. The company targets Gen Z and Millennials seeking accessible luxury, self-expression, and experiential retail.
Differentiator
Problem solved
Functional benefit
Products and services
- Earrings
- Necklaces
- Bracelets
- Rings
- Charms
- Fine Jewelry
- Piercing Jewelry
- Story Chain
- Permanent Jewelry (Welding Studio)
- Piercing Studio
- Tattoo Studio
- Engraving
- Private In-Store Events
- Solstice Collection
- XL Hoops
Quantifiable outcome
- £50 million turnover last year, projected £65 million this year - 30% growth
Companies that use Astrid & Miyu
Customer profileSegments3 records
Ideal customer profiles3 records
Astrid & Miyu technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration12 records
Feature3 records
Astrid & Miyu partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- PayhawkminorLeaders from Astrid & Miyu appeared on Payhawk podcast discussing corporate spend culture and strategies for defining core values and embedding them through behaviors in fast-growing organizations.
Scale indicators4 records
Recent moves10 records
Expansion highlights6 records
Astrid & Miyu competitors and assessment
Company assessmentDirect peers
- Miansai: US-based contemporary jewelry brand specializing in men's and unisex stacking pieces, chains, and personalized jewelry. Comparable on stacking / chain-led design DNA and direct-to-consumer + owned-retail hybrid model.
- Mejuri: Canadian-founded DTC contemporary jewelry brand with a similar stacking / ear-curation thesis, gold-vermeil to fine-jewelry price ladder, and active in-store experience rollout. Most directly comparable on positioning, target customer, and price architecture.
- Monica Vinader: British contemporary jewelry brand offering demi-fine and fine pieces with personalization, chain stacking, and a UK + international store footprint. Closest UK-based peer on price tier and store-led retail model.
- Missoma: London-based demi-fine jewelry brand built around layering and stackable pieces, with celebrity and influencer seeding. Overlaps heavily with Astrid & Miyu's accessible-price stacking proposition and UK customer base.
- Catbird: Independent Brooklyn jewelry boutique and piercing studio with permanent jewelry / welding services and a curated stacking assortment. Highly comparable on the experience-plus-fine-jewelry mix and trendsetting ear-stack merchandising.
- Studs: US-based piercing studio and jewelry retailer combining ear piercing services with proprietary ear-stack product. The cleanest US comparable on the piercing-led, experience-driven retail model Astrid & Miyu is replicating stateside.
- Aurate: New York-based DTC fine and demi-fine jewelry brand with a transparency-led, gold-and-lab-grown-diamond assortment. Comparable on fine-jewelry category, NYC market overlap, and stacking / everyday-wear positioning.
Broad incumbents
- Pandora: Global mass-market jewelry brand with a charms and stacking core similar to Astrid & Miyu's assortment. Competes for the same self-purchase and gifting occasions, but at lower price points and through franchise/concession retail rather than owned experience stores.
- Kendra Scott: US-based lifestyle jewelry brand with a large owned-store footprint, customization services, and accessible price points. Comparable on store-led retail and customization, but at broader lifestyle-brand scale and lower price tier.
Emerging players
- Hey Harper: DTC permanent-jewelry brand riding the same welded / forever-closure trend that underpins Astrid & Miyu's Welding Studio. Narrower assortment but a direct signal on category momentum and a partial experiential competitor in the US.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Astrid & Miyu social profiles
Digital presenceAstrid & Miyu compliance and trust
Trust signalCompliance1 record
Astrid & Miyu financial estimates
Financial estimateRevenue estimate
Valuation estimate
Astrid & Miyu leadership team
Management profileNumber of profiles
Profiles1 record
Astrid & Miyu funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Astrid & Miyu M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Astrid & Miyu
What does Astrid & Miyu do?
Astrid & Miyu designs, sources, and sells contemporary stackable jewelry — including earrings, necklaces, bracelets, rings, charms, piercing jewelry, and fine jewelry in solid gold with lab-grown diamonds — through its own e-commerce site, mobile app, and 32 physical stores. The brand pairs its jewelry assortment with in-store experience services: professional piercing, permanent jewelry welding, Story Chain® custom jewelry assembly, tattoo services (UK), engraving, and private in-store events.
Is Astrid & Miyu a public or private company?
Astrid & Miyu is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Astrid & Miyu founded?
Astrid & Miyu was founded in 2012. It employs 101 to 250 people.
Where is Astrid & Miyu based?
Astrid & Miyu is headquartered in London, United Kingdom, in the Europe region.
How does Astrid & Miyu make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are in-Store Services.
Who are Astrid & Miyu's main competitors?
Direct peers on record are Miansai, Mejuri, Monica Vinader, Missoma, Catbird, Studs and Aurate. Broad incumbents are Pandora and Kendra Scott. Hey Harper is listed as an emerging player.
Does Astrid & Miyu have an API?
No public API is recorded for Astrid & Miyu.
What industry is Astrid & Miyu in?
Astrid & Miyu's product category is Contemporary Jewelry. Its primary akta.pro industry code is CRAKABAC, Designer/Artisan Fashion Jewelry (Independent Brands), with a secondary code of CRAKABAA, Everyday Fashion Jewelry (Earrings/Necklaces/Bracelets/Rings). Its NAICS code is 458310 and its SIC code is 5944.