Astrid & Miyu
ActiveOverview
Astrid & Miyu is a London-based jewelry brand known for contemporary pieces including earrings, necklaces, rings, and bracelets, with a focus on stacking and styling. The brand offers in-store services such as piercings, engravings, and fine line tattoos, emphasizing personalized customer experiences.134
History
Founded in 2012 by Seoul-born Connie Nam, Astrid & Miyu launched with rings, bracelets, earrings, and necklaces. The brand gained recognition for introducing ear cuffs and ear crawlers, building a reputation for ear stacks after initial press focus on dainty earrings. By 2023, eleven years later, it had expanded to include revolutionary in-store experiences like piercings and tattoos.13
Product Lines
| Product Line | Positioning | Price Range |
|---|---|---|
| Ear Stacks | stackable earrings and cuffs | $50 - $300 |
| Ear Cuffs and Crawlers | innovative ear jewelry | $40 - $200 |
| Rings | dainty stackable rings | $60 - $250 |
| Bracelets | bracelet collections for layering | $70 - $300 |
| Necklaces | contemporary layered necklaces | $80 - $400 |
Notable Products
- Ear Cuffs - Hug-the-ear designs introduced early by the brand.
- Ear Crawlers - Innovative pieces that were among the first of their kind.
- Dainty Earrings - Small earrings that drew initial press attention.
- Ear Stacks - Signature customizable ear jewelry combinations.
Reputation
Perceived as an affordable, minimalist jewelry brand with classy, expensive-looking designs by some customers. Rated 'Not Good Enough' overall for sustainability by Good On You based on public information. Known among fashion editors for ear stacks and in-store personalization services.235