Astrid & Miyu opens first US store with NYC debut

Astrid & Miyu opens first US store with NYC debut

London-based jewellery brand Astrid & Miyu has marked its 10th anniversary with the debut of its first permanent international store in New York. The opening follows a number of pop-ups in the city in previous years that the company said have shown it that it can be successful in the the shopping destination.

Astrid & Miyu

The store is in in lower Manhattan’s Nolita neighbourhood, and features the brand’s “signature London style, mixing chic loft elements in a perfectly Instagrammable space for destination shoppers and passers-by alike”.

It’s designed to be a “playground for jewellery lovers”, stocking the label’s full line of stackable jewellery as well as its experiential shopping attractions including on-site piercings and weldings.

Founder Connie Nam said: “We’ve always been a purpose-led business that focuses on empowerment of our community, whether it’s our staff, store customers or online community. Our store experiences are a real differentiator, so it’s incredibly exciting to be opening our first US store and serve the dedicated followers and customers based there, and sets us up to be a truly global brand.”

And Shani Oslerne, Head of International Expansion, said the firm has had plenty of requests from US customers to open a permanent location. 

As well as US growth, it has seen “incredible growth in Europe”. This year the company opened a Berlin pop-up, as well as other UK locations.

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