British contemporary jewellery brand, Astrid & Miyu, has opened a second store in New York City. Following the success of their U.S. debut in NYC’s West Village, this expansion marks a milestone in the brand’s growth and continued commitment to building meaningful communities through experiential retail.
Astrid & Miyu
Astrid & Miyu makes contemporary jewellery with community values. Inspired by local sellers in Seoul, founder Connie Nam wanted to recreate the feeling of purchasing quirky jewellery spontaneously. The result is a brand that’s recognisable for its mini objets d’art. Over a decade later, the London-based brand has earned a devoted global following for its purpose-driven ethos, unique in-store experiences including piercing, welding and tattoos, and its dainty, stackable designs.
“Opening our second U.S. location on Madison Avenue feels like a natural expansion for us. We’ve always been passionate about creating beautiful spaces that go beyond jewellery — places where our community can come together, express themselves, and feel at home,” says Connie Nam. “New York has embraced us in such a remarkable way, and we’re so excited to continue growing with our customers here.”
The new storefront, located on NYC’s iconic Madison Avenue, embraces the brand’s signature London interiors, inviting customers to discover and personalise jewellery within an inclusive and instagrammable space. Most pieces can be worn together; a pair of Astrid & Miyu earrings, for instance, is designed to be stacked along the length of our ears and a a row of tiny gold hoops can be worn with a sterling silver cuff.
From in-house designed collections to expert services, Astrid & Miyu invites everyone to be a part of its growing global community, and expects additional U.S. expansion, with plans to open in LA early next year.
About Astrid & Miyu
Astrid & Miyu is a direct-to-consumer jewellery brand that is carving a niche in the industry through community building and immersive retail experiences. Founded in 2012 by CEO Connie Nam from her flat in Notting Hill, the brand was born from her desire to fill a gap in the market for contemporary, affordable jewellery. What began as a personal solution quickly evolved into a purpose-driven brand popular for its semi-precious, modern designs.
Born in Seoul, Korea she spent much of her life travelling and living in different countries. Anytime she travelled she would always pick something up from local markets or small quirky jewellers. Her purchases were always spontaneous. 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 impersonal. 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, together with an experience that was personal and engaging. Astrid & Miyu was born.
Fast forward to 2025: Astrid & Miyu now boasts 26 stores. More than just a jewellery brand, Astrid & Miyu has become a destination, a community, and a movement. The brand has earned a global reputation for revolutionising the jewellery retail experience, offering innovative services such as bracelet and anklet welding, bespoke tattoos, and curated ear stacking with professional piercings, giving customers the chance to create truly personal, meaningful pieces.
Jasmeen Dugal is Associate Editor at FashionABC, contributing her insights on fashion, technology, and sustainability. She brings with herself more than two decades of editorial experience, working for national newspapers and luxury magazines in India.
Jasmeen Dugal has worked with exchange4media as a senior writer contributing articles on the country’s advertising and marketing movements, and then with Condenast India as Net Editor where she helmed Vogue India’s official website in terms of design, layout and daily content. Besides this, she is also an entrepreneur running her own luxury portal, Explosivefashion, which highlights the latest in luxury fashion and hospitality.
