Tuesday, 1 May 2012
When co-founder Connie Nam first introduced to astrid & miyu, a
new online costume jewellery boutique based in London, I was instantly
hooked. Their super-cute website with a myriad of trend-led designs left
me with quite a shopping list.
What I like about the astrid & miyu brand is that they're catering to
modern women. Women who's jewellery desires range from subtle to
statement; work to socialising. They stock unique designs that can provide
the finishing touch or talking point of any outfit.
(After much deliberation, I settled on the gold 'fringe do' necklace and a
matching pair of 'silky stuff' bracelets in lime and tangerine.)
Co-founders Connie Nam and Jenny Orlova met at the London Business
School in 2009. Both worked in a conservative work environment and
found the "only way to express our personal styles was through jewellery".
Struggling to find a go-to retailer, they thought “why not start our own
boutique that solves our and many other women’s pains?”. astrid &
miyu was created soon after.
I recently put a few questions to Connie to find out a little more about the
astrid & miyu ethos.
Sarah-Leigh: Who is the astrid & miyu customer?
Connie: Typically fashion-forward women aged 25-40.
S-L: What trends or themes are inspiring astrid & miyu for
C: We play around with various trends, so there's something for
everyone; there's no one particular theme. If you look at some of
our spring collections, we have pearls, pastels, friendship bracelets
etc which are all in the trend-sphere on the street.
S-L: Which pieces or styles have proved to be most popular for
C: Some of our recent best selling products include: Princess coco
ring, debutante earrings, all eyes on me multi-tone earrings, rose
gold pieces and leather bracelets.
S-L: Which other designers or brands inspire you?
C: Everyone, but in particular, Hermes and Kenneth J Lane.
S-L: Where's you're favourite place to travel to/visit for inspiration?
C: Museums, high streets and bars in different cities.
S-L: What's next for astrid & miyu?
C: At the moment we want to really focus on women's jewellery. But
in the longer term, who knows? Jenny and I have briefly been discussing
expanding into children's and men's jewellery (we've actually had alot
of inquires from our customers too!).
PS. I'm wearing my new favourite blouse from Zara, Topshop suede leggings and boots.
astrid & miyu, London.