Affordable jewellery brand Astrid & Miyu used to be a fashion editor’s best kept secret. That was until the brand blew up.
Now, with an annual sell-out jewellery advent calendar, the most aesthetically pleasing stores complete with piercing studios and cute fine-line tattoo parlours, everyone and their mum (I mean, even the whole Beckham clan) has one of Astrid & Miyu’s i-con-ic welded bracelets. So, I think we’ll take it the brand is no longer under the radar.
And how could it be, really. You can barely walk around London without bumping into one of the brand’s Instagrammable boutiques while strolling. Astrid & Miyu has quite literally popped-up in shopping destinations up and down the country – from Edinburgh to Leeds and Glasgow. And it’s not only the Brits going mad for all things sparkly at A&M either, now the label has outlets in the US and a store in no other than NYC, ppl.
Only 12 years into its trading, and Astrid & Miyu continues to be a forever staple in my jewellery collection (quite literally as the three piercings from the brand I have in my ear never come out, and show no signs of tarnishing, I hasten to add). But with more jewellery options out there now than ever – from waterproof brands to demi-fine labels – how has the brand continued to stay relevant in 2024?
With Astrid & Miyu it’s always been about innovation – the brand releases multiple drops a year which always feel current and bang on-trend. Case in point: when I couldn’t stop saving pics of Hailey Bieber’s cool-girl tats on my Pinterest, suddenly the brand starts offering the most delicate fine-line tattoos in its studios. Coincidence? I think not. Same goes for the brand’s ear stacks which are now a well-know and loved signature for A&M.
For founder, Seoul-born Connie Nam, personalised experiences and putting the A&M customer at the forefront is the key, which is why the brand’s revolutionary, in-store experiences are at the heart of what Astrid & Miyu do. Yep, in the age of all things digital, and post-pandemic when in-person shopping was legit a no-go, the entrepreneur saw a gap in the market.
The aim of the game was to get customers excited about jewellery again (you know, the type of giddy you are when you’re parents finally let you get your ears pierced for the first time) with cute boutiques that let you mix and match ear cuffs and crawlers to create your perfect ‘earscape’.
I can honestly say when I recently visited one of the brand’s stores on Chelsea’s iconic Kings Road is was like all my Christmases had come at once. After having my ears first pierced ten years prior, I was quite nervous to delve back into the world of piercings again, but the gorgeous team swiftly put me at ease.
You simply browse the shop in your own time, select your favourite sparkly pieces and pop into one of the private studios for a lil’ lie-down and the most painless piercing experience I have ever had. I left with the coveted earstack of my dreams. Plus, the whole thing took under 30 mins – so you could legit go in a lunch break.
SHOP ALL ASTRID & MIYU EARRINGS HERE
I was pretty excited to see just this week Astrid & Miyu has taken stacking to a whole new level with a new launch of gemstone bracelets and charms – I mean, now my ears are sorted, my wrists were feeling a bit bare...
On first look, the new collection is giving luxury with 9k solid gold fastenings and clip-on charms so you can customise your colourful, rainbow gem bracelets to your heart’s desire. TBH, we’re just suckers for anything charm bracelet related at Cosmo – I am a child of the ‘90s, after all.
I love how you can chuck loads of the additional gold clip-on accessories onto the gem bracelets (from cute smiley faces to love hearts and shells) or stack up the chains solo for a more everyday lewk. One thing’s for sure, these babies are perf for festival szn and those summer months, too.
SHOP NEW ASTRID & MIYU COLLECTION NOW
And although we hate to admit we’re already thinking about Christmas (guilty as charged), Astrid & Miyu’s jewellery advent calendar is surely worth the early excitement. Seriously guys, if Xmas 2024 is anything like last year, we can expect three cal options from the brand, including a more affordable 12-day offering, a 24-day option and 14k Solid Gold jewellery set for those boujee ladies out there.
Keep scrolling to see all the Astrid & Miyu jewellery pieces I recommend adding to your collection below – from sparkly huggies, to timeless chain necklaces and more...
Astrid & Miyu Red agate gemstone bracelet
Astrid & Miyu Crystal pear huggies
Astrid & Miyu Infinite chain bracelet
Astrid & Miyu Initial bold pendant necklace
Astrid & Miyu Heart drop stud earrings
Astrid & Miyu Bezel crystal open ring
Astrid & Miyu Dome huggies
Astrid & Miyu Cosmic star chain necklace
Astrid & Miyu Gleam crystal band ring
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Rosie Davenport is an Ecommerce Writer at Cosmopolitan UK and Red Online, covering fashion, beauty and travel reviews, as well as major sales events such as Black Friday and Amazon Prime Day. Rosie has reviewed everything from Reformation dresses to the latest massage guns and knows the new brands to bookmark as well as the latest trends to follow. Before this role, Rosie was a Fashion Ecommerce Writer on publications including ELLE, Harper’s Bazaar and Good Housekeeping for nearly two years, and gained a MA from Central Saint Martins in Fashion Journalism in 2021, focussing on the rise (and rise) of fashion podcasting. Rosie has also worked at The Times, been a sub editor at The Mail on Sunday’s weekly YOU magazine and produced in-depth retail reports for the trend forecasting agency WGSN. Her career highlight? Previewing Prada’s AW21 menswear show in the depths of lockdown and interviewing Miuccia Prada and Raf Simons from her bedroom. Outside of work, Rosie can be found rummaging through vintage shops or getting lost in one of London’s iconic department stores. You can follow Rosie on Instagram @rosie.davenport
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