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ASTRID's Overview

Total employees229
HeadquartersLondon
Founded1998

Astrid & Miyu is a contemporary London-based jewellery brand celebrated for its demi-fine pieces, particularly its signature ear stacks. Founded in 2012 by Connie Nam, the brand aims to offer unique, high-quality, and accessible jewellery. Astrid & Miyu has expanded its offerings to include in-store piercing studios, tattoo services, and welded bracelets, creating an experiential retail environment. The company focuses on designing versatile pieces for everyday wear, blending timeless aesthetics with modern trends, and has cultivated a strong community around its brand experience, with a significant presence both online and through its growing network of physical stores internationally.

Where is ASTRID's Headquarters?

HQ Function

The London headquarters serves as the global command center for Astrid & Miyu, housing key departments such as design, product development, marketing, e-commerce operations, finance, and overall business strategy.

Notable Features:

Located within LABS House, a modern co-working and flexible office space, suggesting an environment geared towards collaboration, innovation, and contemporary work practices. Its central London location provides excellent connectivity and proximity to fashion and business hubs.

Work Culture:

Astrid & Miyu promotes a dynamic, fast-paced, and creative work culture. There's a strong emphasis on teamwork, innovation, customer-centricity, and entrepreneurial spirit, reflecting its growth as a leading contemporary fashion jewellery brand.

HQ Significance:

The London HQ is pivotal as it's the birthplace of the brand and remains the core of its creative design, strategic decision-making, and operational management, driving its expansion in the UK and international markets.

Values Reflected in HQ: The choice of a modern, well-equipped, and centrally located workspace in a dynamic London hub reflects Astrid & Miyu's values of innovation, community, contemporary design, and forward-thinking business practices.

Location:

Astrid & Miyu serves a global clientele through its robust e-commerce platform, offering international shipping. The brand has established a significant physical retail footprint with numerous stores across the United Kingdom (including London, Manchester, Edinburgh) and has successfully expanded internationally with stores in key cities such as New York (USA), Dublin (Ireland), and Paris (France). Globally supported functions include integrated marketing campaigns, international logistics and customer service, and the consistent delivery of their unique experiential retail concept across all markets.

Street Address:

LABS House, 15-19 Bloomsbury Way

City:

London

State/Province:

England

Country:

United Kingdom

ASTRID's Global Presence

New York City, NY/USA

Address: US operations are supported through key retail locations, such as the flagship store at 345 Bleecker Street, New York, NY 10014, which also serves as a hub for the regional team. A dedicated, separate corporate office address is not publicly listed.

To drive Astrid & Miyu's growth in the competitive US market, manage and expand local retail operations, build brand awareness among American consumers, and adapt global brand strategies to resonate with local preferences and trends.

Buying Intent Signals for ASTRID

Highperformr Signals uncover buying intent and give you clear insights to target the right accounts at the right time — helping your sales, marketing, and GTM teams close more deals, faster.

Notable news
Hiring actively
Corporate Finance
Corporate Finance
Corporate Finance
Corporate Finance
Corporate Finance
*Example signal, not calculated in real time

Executive Team of ASTRID

As of April 2025, ASTRID' leadership includes:

Connie Nam - Founder & CEO
Sarah Ho - Chief Operating Officer
Kelly de la Force - Chief Marketing Officer
Chris Jannin - Chief Financial Officer

Investors of ASTRID

ASTRID has been backed by several prominent investors over the years, including:

A&M Capital Europe (AMCE)

Executive New Hires/Exits in the Last 12 Months

Hire0
Exits0

No major publicly announced executive new hires or exits have been identified for Astrid & Miyu in the last 12 months (approx. May 2023 - May 2024). The current key leadership team appears stable, with significant appointments like the CFO having occurred just prior to this period.

Technology (Tech Stack) used by ASTRID

Discover the tools ASTRID uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.

ASTRID Email Formats and Examples

Astrid & Miyu commonly utilizes the email format of [first name]@[companydomain.com] for its employees. This pattern is prevalent in many contemporary companies and generally allows for reliable contact if the individual's first name and the company domain are known.

firstname@astridandmiyu.com

Format

connie@astridandmiyu.com

Example

90%

Success rate

News and media

TheIndustry.fashionMay 1, 2024

Astrid & Miyu Unveils New Store Concept at Battersea Power Station

Astrid & Miyu has opened its latest London store at the iconic Battersea Power Station, showcasing a new 'experiential' retail concept. The store features dedicated zones for piercing, welding, and engraving services, alongside its popular demi-fine jewellery collections, enhancing customer interaction and brand experience....more

London On The InsideFebruary 27, 2024

Astrid & Miyu Opens New Store in Spitalfields, London

Continuing its retail expansion, contemporary jewellery brand Astrid & Miyu has launched a new store in London's vibrant Spitalfields market. This opening further solidifies its brick-and-mortar presence in key London shopping destinations, offering its signature jewellery and in-store experiences....more

ForbesNovember 10, 2023

Forbes: How Astrid & Miyu Is Winning At Experiential Retail

Forbes magazine featured Astrid & Miyu, highlighting its successful strategy in the realm of experiential retail. The article emphasized how in-store services such as personalized piercings, welded bracelets, and workshops are key differentiators, driving significant customer engagement, footfall, and brand loyalty in a competitive market....more

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