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About Astrid & Miyu

Astrid & Miyu, founded in 2012 by Seoul-born and US-raised Connie Nam, has evolved from a humble beginning in Connie's flat to a globally recognized luxury jewellery brand. Initially launched with a modest investment of £500 to build a website, the brand quickly gained traction through effective PR strategies and social media engagement. Today, Astrid & Miyu boasts 23 stores across the UK and the USA, a strong global presence, and a projected revenue of £35 million.

Standout Features

Astrid & Miyu is renowned for several key features that have contributed to its success:

• Innovative Designs: The brand was the first to introduce ear cuffs and ear crawlers, which were highly innovative at the time. These designs, along with their signature ear stacks, have become iconic and are frequently featured in major publications.
• Quality and Affordability: Astrid & Miyu offers high-quality, demi-fine jewellery that is reasonably priced, making it accessible to a wide range of customers. The brand uses materials such as 18 kt gold plating and 925 sterling silver to ensure durability and elegance.
• Personalized Shopping Experience: The brand is committed to replicating the warmth and personal touch of market shopping experiences in both its online and physical stores. This includes offering services like piercings, engravings, and fine line tattoos, enhancing the customer's interaction with the brand.
• Strong Online Presence: Astrid & Miyu has leveraged social media effectively, with over 400,000 Instagram followers. The brand's omnichannel marketing strategy includes selling through its own eCommerce store, social media platforms, and external retailers like Selfridges and Le Bon Marché.

User Reviews and Feedback

Astrid & Miyu has garnered a significant amount of positive feedback from its customers across various platforms:

• Trustpilot: Customers praise the brand for its excellent customer service, high-quality products, and stylish designs. Many reviewers appreciate the personal touch and the unique shopping experience offered by Astrid & Miyu.
• Amazon: Reviews on Amazon highlight the durability and beauty of the jewellery pieces. Customers often mention the brand's ability to deliver products that exceed expectations in terms of quality and design.
• YouTube: Influencers and reviewers on YouTube frequently feature Astrid & Miyu's products, praising their aesthetic appeal and the brand's innovative approach to jewellery design.
• Homepage Feedback: On the brand's homepage, customers often comment on the ease of shopping, the variety of designs, and the satisfaction with the overall purchasing experience.

Promotion and Loyalty Program

Astrid & Miyu engages its customers through various promotional activities and loyalty programs:

• Email Marketing: The brand uses email marketing to keep customers informed about new product launches, sales, and promotions. This strategy helps in building strong customer relationships and encouraging repeat purchases.
• Social Media Events: Astrid & Miyu frequently hosts in-store and virtual events, including styling sessions and interactive activities on Instagram. These events are highly popular and often fully booked within hours of their announcement.
• Charitable Partnerships: The brand is committed to giving back through charitable partnerships, which aligns with its ethos of empowering women and the broader community. This approach fosters a sense of community and loyalty among its customers.
• Special Offers: Astrid & Miyu occasionally offers special discounts and promotions, especially during festive seasons or new collection launches. These offers are communicated through email newsletters and social media updates.

FAQs

Q: What is the history behind Astrid & Miyu?

Astrid & Miyu was founded in 2012 by Connie Nam, who started the business from her flat with a small investment. The brand quickly gained popularity through innovative designs and effective marketing strategies.

Q: What makes Astrid & Miyu's jewellery unique?

Astrid & Miyu is known for its innovative designs, particularly its ear cuffs and ear crawlers. The brand also offers high-quality, demi-fine jewellery that is reasonably priced.

Q: Where can I purchase Astrid & Miyu jewellery?

Astrid & Miyu jewellery can be purchased through their official website, social media platforms, and in their physical stores located in the UK and the USA. The brand also sells through external retailers like Selfridges and Le Bon Marché.

Q: Does Astrid & Miyu offer any services in-store?

Yes, Astrid & Miyu offers various services in-store, including piercings, engravings, and fine line tattoos. These services enhance the customer's shopping experience and make the brand stand out.

Q: How does Astrid & Miyu engage with its customers?

Astrid & Miyu engages with its customers through email marketing, social media events, and charitable partnerships. The brand also uses an omnichannel marketing strategy to reach customers in multiple ways.

Q: What is the brand's approach to customer loyalty?

Astrid & Miyu focuses on building strong customer relationships through personalized marketing strategies, including email updates and special offers. The brand also values community engagement and charitable activities to foster loyalty.