Peek Inside Astrid and Miyu's Multi-Million-Pound Marketing Strategy

Have you ever questioned how some brands seem to be able to effortlessly capture the attention of customers and rule their market?

Let me introduce you to Astrid & Miyu, the jewellery brand that has seen more than 10x growth in 5 years. They have developed a devoted audience and become a go-to brand for fashionable jewellery thanks to a well-developed digital marketing strategy.

What precisely is their formula for success, though? In this piece, we'll examine Astrid & Miyu's marketing approach in further detail and identify the ecommerce marketing strategies they employ to stand out in a crowded market and how you can apply them for your eCommerce brand too!

Shine Bright: An Introduction To Astrid & Miyu Jewellery

Astrid and Miyu

Astrid & Miyu is a luxury jewellery brand known for its wide range of contemporary and elegant pieces.

From tiny stud earrings to striking necklaces, the brand provides a range of designs that are all expertly made using the best components, including cubic zirconia, 18 kt gold plating, and 925 sterling silver.

CEO Connie Nam established the brand in 2012. Nam, whose family frequently travelled between the US and South Korea when she was a youngster, has always enjoyed visiting markets and purchasing jewellery with her relatives. She wanted to replicate that experience in her own brand, hence Astrid & Miyu jewellery was born.

The mostly female brand has expanded at a rate of more than 200% each year and tripled in size in less than two years. In 2015, Nam established her first store after receiving £500,000 from angel investors. German private equity firm Aeternum gave the brand its first institutional funding infusion of £5 million in 2019.

Despite the difficulties the Covid-19 epidemic caused, Astrid & Miyu was able to adapt its eCommerce marketing strategies and keep expanding. The business rapidly hired a merchandising team and digital marketing professionals to keep up with demand after online sales during the lockdown increased.

Uncovering Astrid & Miyu's Winning Game Plan: An Overview Of Their Successful Marketing Strategy

Astrid & Miyu jewellery boasts an omnichannel marketing strategy, selling its jewellery through its own eCommerce store and social media platforms, through its own boutiques, as well as through external retailers such as Selfridges in London and Le Bon Marché in Paris. Halsey, Lucy Hale, Emma Roberts, and Jessica Alba are among the brand's well-known supporters, and it has more than 400,000 Instagram followers. This omnichannel approach has enabled Astrid and Miyu to reach customers in multiple ways, increasing the likelihood that they will engage with the brand whilst growing brand awareness and consumer trust.

With only £2,000 a month available for PR, Nam started her journey as a CEO by sending freebies to bloggers in an effort to market her brand and attract her target audience.

However, as time passed by, the brand’s marketing tactics evolved along with it. They skillfully used several marketing channels, such as PR, email marketing, and CRO, to develop a successful marketing strategy.

What Makes Astrid & Miyu Stand Out? A Sneak Peek Of Tactics Used In Their Digital Marketing Strategy

Astrid & Miyu is a luxury jewellery brand that has captured the hearts of many fashion enthusiasts. But what makes this brand stand out among its competitors?

From social media marketing to cost-effective CRO techniques, we will explore the various elements that have helped Astrid & Miyu develop their eCommerce marketing strategies and stand out in the competitive world of luxury jewellery.

1 Tailoring the Experience: Personalising the Customer Journey

One of the most effective marketing strategies is personalisation. Brands can enhance consumer happiness and loyalty, which will eventually boost sales and income, by recognising and accommodating each customer's unique wants and preferences.

Astrid and Miyu personalise the customer journey by using the following tactics:

  • Offering a range of personalised engraved jewellery pieces, such as bracelets, pendants, and rings, that can be purchased in-store or online with an engraving tool.
  • Sending targeted email campaigns to shoppers at different stages of the customer journey, which allows them to create personalised experiences and foster customer loyalty.
  • Providing live chat on their eCommerce store to quickly resolve customer issues and remove roadblocks, leaving customers with a positive impression of the brand.

Astrid and Miyu

2 Connecting with Customers: Email Marketing

Email marketing is an essential tool for connecting with customers and building relationships, and the brand is for sure reaping its benefits.

The brand employs its email marketing strategy to update customers about new product launches, sales, and promotions, as well as to offer style advice and behind-the-scenes looks at their collections. Customers are kept interested in the brand and are enticed to make more purchases as a result. In order to keep their audience engaged and loyal to the brand, the email strategy supports the founder's original strategy of frequent high-quality product drops.

Additionally, Astrid & Miyu segment their consumer base through email marketing in order to provide customised promotions to various customer groups. As a result, they can give their customers experiences that are tailored to them and boost the success of their marketing initiatives.

Let's take a look at the following email:


The "how-to" booklet for putting on the cuffs is one part of this campaign that sticks out. This gives the distinctive item a more individualised and useful touch for first-time consumers to get to know it. This strategy demonstrates the brand's concern for the quality of the customer experience with its products while also assisting customers in understanding how to utilise the product, both of which increase consumer trust and the brand's authority.

3 Building a Brand: Having a Social Media Marketing Strategy

The main goal of Astrid and Miyu's social media strategy is to build and maintain a sizeable following on social media platforms like Instagram and TikTok by combining aesthetically appealing content with interesting captions.

Astrid and Miyu's Instagram approach to addressing its target audience entails the following:

  • Putting together a mood board to display their goods using aesthetically pleasing and unified designs
  • Showcasing all kinds of women as models for how to wear their jewellery;
  • Maintaining clear key brand messaging and a personal tone in their captions and messages, with a splash of humour to keep things light and engaging;
  • Leveraging a variety of carousel posts to interact with their audience and display various angles and product details
  • Incorporating soft product promotion to highlight their jewellery and make it easy for followers to shop


Similarly, their main points of focus on TikTok are:

  • Leveraging the most popular TikTok filters to enhance the visual appeal of their content
  • Incorporating humour into their videos to keep them engaging and relatable
  • Creating educational content on various types of jewellery to inform and educate their followers
  • Showcasing different perspectives and angles in their TikTok videos to provide a comprehensive view of their products.

4 Building a Tribe: Creating a Community

Customers are more likely to maintain ties with the brands they enjoy. Building a community of loyal customers is something that Astrid & Miyu have really thought about and included in their eCommerce marketing strategy.

The brand places a lot of emphasis on fostering a brand community. Instead of merely concentrating on selling their goods, they engage with clients in intimate, human ways. Astrid & Miyu is aware that cultivating consumer relationships is essential to promoting brand loyalty.

Astrid and Miyu

One of the ways Astrid & Miyu does this is by providing value to their customers. For this reason, they created a loyalty program that was incredibly simple and easy for their consumers to use, had a built-in refer-a-friend feature, and was intended to increase repeat purchase rates. These marketing efforts have aided in a 10% rise in their rate of returning customers.

5 Maximising ROI: Cost-effective Marketing with CRO and PPC

Astrid and Miyu have also implemented a cost-effective marketing strategy that combines Conversion Rate Optimization (CRO) and Pay-Per-Click (PPC) advertising.

CRO focuses on enhancing website performance by raising the rate at which visitors become paying customers. Astrid and Miyu have incorporated CRO into their core strategy, working alongside experts to improve the user experience and build a scalable infrastructure to meet their customers' needs. In the recent year, Astrid and Miyu completely shifted their website design from one-product based to one community-based.

This is how their website used to look like in 2021:

And this is the same landing page in 2023:

While still showcasing the products, from a first read, they introduce the prospect to the story and the team behind the brand. This softer sell approach pulls the customer into the brand's community which can lead to increased lifetime value. This is a key approach to continuous growth, focusing on LTV over the one-off sale.

Astrid & Miyu also utilise social media and Google advertising to provide a continuous stream of high-quality traffic to their site. They have created various personalised ads, targeting social media users based on their location while keeping the content fresh and in line with what is already present on their social media platforms. This continuity is vital for building a brand.

Unveiling The Key Takeaways: It's Time To Integrate These Tips In Your Brand’s Marketing Strategy!

This case study has the following main takeaways:

  1. Build a community through engaging on-brand content that is fresh and welcoming with buckets of character.
  2. Run an omnichannel strategy that increases the number of opportunities people can interact with your brand and grow consumer trust.
  3. Provide a personalised experience with best-in-class customer experience and tailored messaging through email.
  4. Make CRO part of your core eCommerce strategy to increase your conversion rate and adapt to new trends and expectations.
  5. Utilise paid ads to provide a consistent stream of high-quality traffic.

Always be ready to adapt and evolve your strategy as necessary, whether it be to meet the demands of a pandemic or to stay ahead of the competition. Astrid & Miyu's success serves as an inspiration for other businesses looking to develop their own marketing strategy and make an impact in their industry.


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