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.
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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