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Astrid & Miyu expands into the US with first permanent store

Lauretta Roberts
22 June 2022

London-based contemporary jewellery brand Astrid & Miyu is marking its tenth anniversary by opening its first permanent retail store in the US.

The new store is located in New York's Nolita district and its opening follows a rapid retail roll-out in the UK with the brand now having seven boutiques across London and concessions in Selfridges London and Manchester.

Its Nolita store is fuses the brand's signature London style with the district's signature loft-style elements and is designed with Instagram in mind; the brand was one of the forerunners of the jewellery stacking trend and has been built on the back of a strong social media following.

Astrid & Miyu is also known for its piercing and bracelet welding services, which are available in all of its stores, and will also be offered in New York.

The brand's founder Connie Nam, said: “We’ve always been a purpose led business that focuses on empowerment of our community, whether it’s our staff, store customers or online community. Our store experiences are a real differentiator, so it’s incredibly exciting to be opening our first US store and serve the dedicated followers and customers based there, and sets us up to be a truly global brand.”

Head of International Expansion Shani Oslerne, added: “We’ve experienced so much love for the brand in the US with a growing community of loyal customers and a surge in demand for us to open a permanent store. Alongside the US, we have seen incredible growth in Europe and as we continue expanding, we look forward to meeting our international customers in real life and continuing to deliver our unique experiential retail concept on a global scale.”

The opening of the New York store follows on from the staging of a number of successful pop-ups in the city in recent years; it has also staged a pop-up in Berlin. Its London stores are based in high profile locations including King's Road, Carnaby, Coal Drops Yard, Notting Hill, Covent Garden and St Chrisopher's Place.

Listen to TheIndustry.fashion's podcast with Astrid & Miyu founder Connie Nam here.

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