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Nigel TAYLOR Published
June 29, 2025
British jewellery brand Astrid & Miyu has completed a year of “significant growth” that includes opening seven “key” stores. And it won’t end there with its ongoing investment in physical retail including plans for a further three stores in the UK and US across Q2 and Q3, “with additional developments in the works for the rest of 2025”.
The store openings included its first in Scotland (Edinburgh), as well as stores in Glasgow, Bath, Bristol, Brighton and Kingston, south London, following year of “huge success” for Astrid & Miyu.
Also included is expanding into international territories. This means a debut in the US, in New York’s NoLiTa neighbourhood, as well as pop-ups in Paris and Berlin. Another permanent New York store in set to open in July in West Village’s Bleecker Street.
New planned openings include its first expansion into Ireland (Dublin), and another London store in Spitalfields Market, the latter becoming its largest store to date, at 115 sq m, as well as having its largest in-store services offer.
It will include a dedicated event space for weldings and piercings, as well as a double welding bar and a total of three piercing studios.
Astrid & Miyu also said demand for its in-store services has gone from strength to strength, with a 35% year-on-year uptick in tattoo appointments from 2025 to 2025, “with the brand regularly launching new designs to keep up with the increased demand”.
Connie Nam, founder and CEO, said: “Community and experiences are a huge part of what makes [us] unique, and opening physical stores will enable us to deepen our relationship with our customers and the wider community. This has become more evident post-Covid with a shift to consumers wanting real life experiences, warmth and a sense of belonging.
“We have built a strong community and a bit of a cult following in the UK, London specifically, and we saw so much opportunity beyond with our fans asking us to open stores in and outside of the country. We chose New York, Berlin and Paris as our first testbeds because this is where our online customers and community were already.”