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
spring/summer 12?
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
the brand?
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.
2 comments:
I work at a bank as a cash teller and have been doing the job for three years now. The only issue i have with the job is that we are very limited in the ways we can express ourselves. The point you made about the founders coming from conservative work environments is so true. The only way, I feel, i can express myself at work without being told off, is through jewellery. I just order the silky stuff bracelet in lime and tangerine too, and cannot wait to get my hands on it. The bonus is that i am absolutely convinced that my manager is not going to have a problem with it but it will make me feel nice too. Are you going to release some new designs soon and is there a mailing list i can join.
Just awesome design jewellery you shown in above pictures keep posting such pictures it appeal me very much. In the first image the gold necklace with matching pair of silky stuff bracelet is amazing. I like your images a lot.
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I love hearing your comments and checking out your blogs, so drop me a line and I'll do my very best to get back to you. Sarah-Leigh x