{"id":605950,"date":"2025-12-01T20:22:44","date_gmt":"2025-12-01T20:22:44","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/605950\/"},"modified":"2025-12-01T20:22:44","modified_gmt":"2025-12-01T20:22:44","slug":"astrid-miyu-opens-a-concept-shop-in-london-sets-growth-plans-for-us","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/605950\/","title":{"rendered":"Astrid & Miyu Opens a Concept Shop in London, Sets Growth Plans for US"},"content":{"rendered":"

\n\tTWINKLE, TWINKLE:<\/strong> Astrid & Miyu<\/a>, the London<\/a>-based demi-fine jeweler that offers services such as piercing, welding and engraving, has unveiled a new concept for the holidays and beyond.<\/p>\n

\n\tIt has opened The Gift Shop on South Molton Street<\/a> in Mayfair, with merchandise including board games, socks, caps, scarves and bags, as well as its signature solid gold, and gold vermeil, jewelry.<\/p>\n

\n\tThe brand\u2019s founder Connie Nam said it was time to branch out, add some products and tell a new story to Astrid & Miyu\u2019s close-knit community. Nam said she wants to \u201ccreate a world, and a different vibe, and elevate the brand\u201d with the store, where the focus is on gifting.<\/p>\n

\n\t\u201cIt\u2019s our only concept store, and I want people from all over the world to come here,\u201d she said in an interview.<\/p>\n

\n\tShe\u2019s taken a long-term lease on the property at 4 South Molton Street, not far from Claridge\u2019s, and plans to tweak the interiors and merchandise as the months pass. For the holidays, the color scheme is pink, claret and chocolate, but they will give way to other shades as the brand marks Lunar New Year, Valentine\u2019s Day, and other shopping moments on the calendar.<\/p>\n

\t\t\t\t\t\t\"\"<\/p>\n

\t\t\t\t\tInside the Astrid & Miyu concept shop on South Molton Street in London<\/a>.<\/p>\n

\n\tNam said with 50 percent of the business coming from services such as piercing and welding, she wants to \u201cgo back to our roots in jewelry\u201d and highlight the craft and design behind the pieces. The Gift Shop is also the brand\u2019s first product-only store, and does not offer jewelry services.<\/p>\n

\n\tAstrid & Miyu is expanding in other directions. In September it opened a second New York store, at 1134 Madison Avenue, and now has a total of 30 stores in the U.S. and Europe.<\/p>\n

\n\tSolid gold pieces generate around 30 percent of jewelry sales, with the rest coming from gold vermeil. Nam said the bestsellers are pretty much the same everywhere, although the U.S. market has a particular penchant for gold and diamonds, and chunkier pieces, while the average basket value is higher, too.<\/p>\n

\n\tNam said North America, and the U.S. in particular, will be a \u201cgrowth engine\u201d for the brand going forward. \u201cWe know the demand is there,\u201d said Nam, adding the brand plans to launch at Nordstrom and Holt Renfrew in the next few weeks.<\/p>\n","protected":false},"excerpt":{"rendered":"TWINKLE, TWINKLE: Astrid & Miyu, the London-based demi-fine jeweler that offers services such as piercing, welding and engraving,…\n","protected":false},"author":2,"featured_media":605951,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[7757],"tags":[189818,748,393,4884,257,189819,16,15],"class_list":["post-605950","post","type-post","status-publish","format-standard","has-post-thumbnail","category-london","tag-astrid-miyu","tag-britain","tag-england","tag-great-britain","tag-london","tag-south-molton-street","tag-uk","tag-united-kingdom"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@uk\/115646179826397411","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/605950","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/comments?post=605950"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/605950\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media\/605951"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media?parent=605950"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/categories?post=605950"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/tags?post=605950"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}