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SME Profile: Astrid & Miyu

Connie Nam, co-founder of mass luxury band Astrid and Miyu, tells us about how she came up with the idea after wearing too many black suits!

Astrid & Miyu was formed in 2011 by Connie Nam and Jenny Orlova who attended London Business School together. Connie now runs the business from London having previously been based in Hong Kong, Seoul and Washington D.C. With a background in investment banking and luxury branding industries, she has experience as both the buyer and seller of the luxury market. 
 
Astrid & Miyu jewellery is elegant and understated (in a really good way) and has been worn by none other than 'London’s most famous backside' (and royalty-in-law), Pippa Middleton. Most importantly, it’s affordable…slotting neatly into the niche of quality design at an accessible level or 'mass luxury'. Definitely one to bookmark for a little treat, a gift or an inspiration fix if you’re a budding entrepreneur interested in launching your own luxury goods brand one day!
 
Connie tells us about what it takes to run the business now, and how it all got started.
 
What's the company size?
 
I have 4 employees so quite small, and I've been running it for two years.
 
Which sector do you operate in?
 
In the jewellery and e-commerce sector, we're a jewellery brand. 
 
What does the business do and what are your core/ flagship products?
 
It’s a contemporary jewellery brand distributed mainly through our website but also to high end independent boutiques and department stories around the UK. Our niche is price point - I wanted to fill the gap between markets. Our prices range from £20 to £200.
 
Who is the CEO/ founder?
 
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Me, Connie Nam.
 
The business was founded originally by me and Jenny Orlova who I met at LBS but we just went our separate ways.
 
How and when was the company founded?
 
The company was founded in September 2011, we were generating ideas during mba. We graduated in July 2011 and then founded the company two months later. It was started by trying to solve a product gap for our personal base. We were both working in investment banking and we had to wear suits or black dresses - the only way to bring out personality was through jewellery. But it was hard to find a brand to satisfy our tastes. We are always interested in fashion, Jenny worked for a fashion company and we had a start-up retail fashion experience during the MBA. 
 
Which regions are covered? 
We trade internationally, but we're most marketing in the UK, where we get 80% of our orders. We also get orders from the US, Hong Kong, Canada and Singapore from time to time...and lots of orders from Germany too. 
 
Who to contact if interested in working for or with you?
 
jobs@astridmiyu.com
 
Tell us something interesting about Astrid and Miyu in your own words...
 
Astrid and Miyu is quite small but every employee is involved in every area of the business - everyone can generate ideas. 
 
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Statement necklaces BY astrid & miyu

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