Value proposition

More than just a jewellery brand, we are a movement on a mission to revolutionise the jewellery experience.

Our Brand Story:

Astrid & Miyu was founded in 2012 by Connie Nam. Born in Seoul, Korea she spent much of her life travelling and living in different countries. Inspired by her mother, jewellery had been a part of her life from a very young age.

Anytime she travelled she would always pick something up from local markets or small quirky jewellers. Her purchases were always spontaneous and serendipitous. However, when she wanted to purchase with intent for family, friends or herself she struggled to find a go-to brand. The experiences in existing brands were stale and impersonal, with products under glass counters and sales staff in black uniform. It all felt staid and uninspiring.

Connie saw this as an opportunity to bring something different to the market. Inspired by her local jeweller back home in Seoul, she wanted to offer products that were full of sentiment and innovative in design, together with an experience that was personal and engaging, and most importantly to create a brand that is inclusive and empowering.

A decade later and Astrid & Miyu is internationally celebrated as being more than just a jewellery brand.

Our Mission:

More than just a jewellery brand, we are a movement on a mission to revolutionise the jewellery experience.

costume jewellery, bracelet, design jewellery, branding, online marketing, brand strategy, social media, blogging, ring, personalised jewellery, necklace, earrings, trending jewellery, and trend-led jewellery