Despite the notorious reputation of the jewelry market being hard to tap into, Astrid & Miyu has thrived – achieving 1000% growth in the last three years. So how do you build a successful challenger brand, especially during COVID?



The majority of brands are struggling to hit revenue targets in 2020, so it’s vital to know how the few have succeeded. Retailers have had to adapt different strategies and adjust their business models, both online and offline.

Connie Nam, CEO and Founder at Astrid & Miyu, joins the unEDITED podcast this week. In 2012, Connie left a career in investment banking to set up an online jewelry brand from her kitchen table. In the last three years, Astrid & Miyu has achieved 1000% growth to achieve a £10m turnover. One of the secrets to the brand’s success was the introduction of in-store tattooing and piercing, which boosted turnover by 350% in 2019. Listen to the episode to discover the other secrets to success and how brands are adjusting their business models to thrive post-COVID.

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