Astrid & Miyu opens new gifting concept store on South Molton Street
Astrid & Miyu, the British contemporary jewellery brand, has opened a new gifting concept store on South Molton Street that will evolve throughout the seasons.
The first iteration of the product-only store is focused on Christmas gifting, including advent calendars, luxury board games and a wide selection of the brand's fashion-focused jewellery. It also features Astrid & Miyu's first merchandise collection, including caps, socks, key rings and tote bags.
This is the first store in the Astrid & Miyu estate to be focused solely on product; others offer services, such as piercing, tattoos and bracelet welding.
"The Gift Shop is an exciting new retail space for us and a celebration of everything we love about the festive season, generosity, connection, and joy,” said Astrid & Miyu Founder and CEO Connie Nam. “We wanted to create a space that feels like a true destination, where our community can come together, find meaningful gifts, and experience the magic of the holidays in a uniquely Astrid & Miyu way.”
To mark the launch, Astrid & Miyu will host Christmas Carols at the store with an evening of music, mulled wine, and festive spirit on 4 December. Throughout the festive period, The Gift Shop will continue to host special events, collaborations, and seasonal activations, offering visitors new reasons to return and discover something special each time. After Christmas the store will evolve into a new gifting concept.
Founded in 2021 by Seoul-born entrepreneur Connie Nam, Astrid & Miyu has tapped into a niche for accessible luxury jewellery sold in a welcoming and experiential environment. Its jewellery taps into key trends, such as bracelet stacking and single earrings, but also modern manufacturing techniques, such as 3D printing and the use of lab-grown diamonds.
It has fast been expanding its retail footprint in recent years with more than 30 stores, including key locations in London from Carnaby to Covent Garden, Bond Street and Chelsea. Outside of London it is present in cities, such as Manchester, Cardiff, Bristol, Leeds and Edinburgh, while internationally it has stores in New York, Dublin, Amsterdam and Madrid.
