FASHION • Q&A
S H E’S A G E M Absolutely meets Connie Nam, founder of Astrid & Miyu, at her new Westbourne Grove store By PENDLE HARTE
Q You’ve just opened a new store in Notting Hill. How has business been in lockdown? I actually started my business here from a flat in Notting Hill so it’s like coming home. We had the shop all ready to go last November but we had to wait until now to acutally open it. Luckily the landlord has been very sweet. In lockdown we took everything online and sales were good – especially earrings, with people wanting to jazz up their ears for Zoom calls.
"I understood the customer because I was the customer”
Q What’s the secret of Astrid & Miyu’s success? My background was in investment banking but I was burnt out after four years and wanted to switch careers. Jewellery was a big part of what I grew up with – my mum was a magpie; she loved jewellery. I saw that at that time the mid-market brands were quite stale. I wanted to create a friendly environment where people could come and feel and touch things, like with clothing. I think I understood the customer because I was the customer. I’m now older than our customer but now our staff are the customers, and we always listen to them. Q Now you’re very much known for piercing. When did that happen? In 2018. We were getting a lot of people asking about piercing and it was on our
CONNIE NAM
feedback list every week. Then we went to New York and found that piercing parties were really popular. So we came home and applied for all the licenses and found a piercer – I thought we’d have a one-off party and just treat it as a marketing cost. It was really successful, so buzzy that we started doing it once a week and found it fully booked. We went up to twice a week, then three times, so we thought that maybe this could be our business. When we did pop-ups in New York people were queuing. It was fun because everyone was talking to each other – someone said it was like the girls’ bathroom in a cool nightclub. I thought, that’s exactly what we want! Q What about the collections? We have new collections every six weeks. The next one is all about fun and optimism, with gemstones and pearls. 80% of our business is earrings and the huggies sell really well. Q So what’s next? More shops. We’re in final negotiations for Coal Drops Yard and Kings Road, and also Cambridge and Brighton.
astridandmiyu.com A B S O L U T E LY. L O N D O N
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