After the success of stores in London and New York, the iconic jewellery brand Astrid & Miyu is finally bringing its charm to Amsterdam. This London-based cult brand, loved by it-girls, models, and celebrities worldwide, is opening its very first store in the Netherlands this October. Gorgeous jewellery, in-store tattoo and piercing services, and an Instagrammable interior that begs for a selfie – this new store is set to become the go-to destination for jewellery, where style and creativity meet for an inspiring shopping experience.
From the kitchen table to global success
Connie Nam, founder, CEO, and full-time mom of two, made the leap from finance to fashion when she noticed a lack of stylish yet affordable jewellery. Astrid & Miyu, named after the Swedish and Japanese words for “beautiful,” was born with one goal: to shake up the jewellery industry. With Connie’s keen eye for trends and community-building, the brand grew explosively. It quickly became a favourite among celebrities, with names like the Beckhams, Jessie J, and Jessica Alba as fans. What started at the kitchen table of Connie’s Notting Hill apartment has now grown into an international jewellery empire – known for its trendy yet affordable pieces, like the iconic welded bracelets.
More than a jewellery brand: a movement for change
Astrid & Miyu is more than just a jewellery brand – it’s a movement centred on self- expression, inclusivity, and a strong sense of community. When she founded the brand in 2012, Connie had a larger vision than just creating beautiful pieces of jewellery: she wanted to build a community where customers, employees, and partners feel truly at home. “It’s about more than just the products. It’s about creating an authentic experience where everyone feels connected,” says Nam.
The first store in the Netherlands
From a warm, welcoming atmosphere to the opportunity to get your ears professionally pierced – Astrid & Miyu has it all. The store isn’t just a place to buy jewellery, but a creative playground where you can discover or enhance your unique style. Whether you’re searching for sparkling bracelets, statement necklaces, or effortlessly chic ear stacks, you’ll find designs that give your entire look an instant upgrade. Each piece is lovingly crafted from fine materials like cubic zirconia, 18k gold, and 925 sterling silver. Whether you prefer a subtle touch or full-on glam, Astrid & Miyu has everything you need to make your style shine.
In-store welding, tattoo, and piercing services
What makes Astrid & Miyu truly unique is the all-around experience they offer in jewellery and body art. With welding stations for bracelets and anklets, and trendy studios for piercings and fine-line tattoos, this is the place to go for a complete glow- up. Since launching their piercing service in 2018, the brand has become the go-to hotspot for stylish ear piercings. And as if that wasn’t glamorous enough, they regularly host exclusive piercing parties in collaboration with brands like the Soho House Group and Estée Lauder. “I believe offering an authentic experience that customers really need is the future of retail. Piercings and high-quality small tattoos were what our customers wanted but were missing in the market, and now we’re delivering it to them. In the future, it could be something else,” says Nam.
Quality, authenticity, and self-expression – that’s what Astrid & Miyu is all about. Whether you want to elevate a casual outfit or steal the show on a night out – the right jewellery makes all the difference.
