Astrid & Miyu’s journey from a home project in 2012 to a multi‑city experiential retail platform has been driven as much by its people and its promise as by its jewellery. Connie Nam, the founder and CEO, has consistently framed the brand as more than a shop window; it is a social and sensory experience designed to turn buying jewellery into a personal moment. The company now operates 26 stores across the UK and has pushed beyond traditional jewellery into a broader lifestyle moment, with the flagship House of Astrid & Miyu (HOAM) opening in Carnaby in August 2024 and a steady stream of new openings in 2025, including Belfast and a concession at Bicester Village, as well as relaunches at Selfridges in London and Manchester. A new Madison Avenue location in New York on Madison Avenue is slated to open in October 2025, signalling a clear push to diversify its international footprint. Nam told RLI that the aim is to deliver a seamless, personal experience at every touchpoint, online and in store, while ensuring staff feel valued and well trained as ambassadors of the brand.

HOAM has become a focal point of this strategy, a 1,900-square-foot flagship that blends product with immersive services to create a distinctive weekly rhythm of experiences. The store structure goes beyond conventional retail, offering welding stations for bracelets, three piercing studios and spaces for fine‑line tattoos, complemented by a café concept. This format, described by FashionUnited as a step beyond jewellery into a broader lifestyle moment, exemplifies Astrid & Miyu’s commitment to experiential retail. The brand’s multi‑market approach is also evident in its store network across Europe and the US, including Amsterdam and New York, alongside a growing UK footprint. In addition to in‑store services, the company emphasises an omni‑channel experience, with Story Chain consultations and a loyalty ecosystem designed to keep customers connected across channels and locations, a facet underscored by the brand’s own materials and in‑store programming. The Our Stores page confirms a wide European and UK reach, showcasing Amsterdam, Dublin and Kildare Village in Ireland, and high‑street hubs such as Carnaby, Notting Hill and Spitalfields, all centered around immersive consultations, welding, piercing and tattoo offerings that define Astrid & Miyu’s distinctive retail DNA.

Sustainability and community engagement also lie at the core of Astrid & Miyu’s expanded footprint. The Retail Bulletin notes that the UK expansion is part of a broader strategy to deepen customer engagement and brand loyalty through new openings in Selfridges London and Manchester, a Belfast location and a Bicester Village pop‑up, while reiterating the significance of HOAM as a flagship launched in 2024. The company’s commitment to responsible materials and recyclable packaging is complemented by Astrid & Re-New, its jewellery recycling scheme. Unwanted sterling silver jewellery (from any brand) can be returned at the Nolita store in New York, with customers earning 1,000 loyalty points to spend in‑store or online; proceeds from recycling support The Felix Project, linking sustainability with charitable action. The program reflects a broader cultural shift in which the brand seeks to preserve resources while strengthening community ties, a balance Nam has argued is essential as Astrid & Miyu scales. Speaking to industry press, she emphasised that the greatest challenge is maintaining growth without losing the intimate, community‑driven touch that started the movement, a point that underpins the brand’s ongoing evolution.

References to the latest developments illustrate how Astrid & Miyu is testing and expanding its experiential framework while embedding sustainability and social impact at the centre of its growth. HOAM Café, a first‑floor feature of the Carnaby flagship, exemplifies the immersive retail concept by turning shopping into a social occasion, encouraging customers to linger and connect beyond appointments. The café and other in‑store features align with the broader pattern: a model that blends product with services, storytelling and community engagement to foster loyalty and long‑term relationships with customers around the world. As Nam summarises the road ahead, the aim remains clear: to grow the business, broaden its international presence and deepen the connection with its community while staying true to the core Astrid & Miyu touch.

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Source: Noah Wire Services