92% matchMissoma
London demi-fine layering chains at the same price point
What changes: No piercing studios; heavier on gemstones and gold-plate over silver
Brand profile
Astrid & Miyu
London demi-fine jewellery brand founded in 2012, known for layerable silver and gold pieces and in-store piercing studios.
LondonOrigin
UnisexFocus
Minimalist / ContemporaryStyle
$$Price
4 brands like Astrid & Miyu like Missoma, Mejuri, Monica Vinader →
What to know about Astrid & Miyu
Piercing studios are the differentiator
In-store piercing services, first trialled at the flagship and then rolled out across stores and pop-up boutiques after customer demand, sit alongside the product.
Demi-fine, not fine or costume
Sterling silver, gold plate and some solid gold at mid-tier prices — priced to buy several pieces rather than one.
Built for stacks and layers
The range centres on stacking rings, huggie hoops, chains and charms meant to be combined into ear stacks and layered sets.
If you like Astrid & Miyu
92% match
85% matchMejuri
DTC everyday gold with piercing appointments in store
What changes: Higher price, 14k solid focus rather than plated silver
84% matchMonica Vinader
British demi-fine with engraving and gift personalisation
What changes: Older, more classic customer and higher entry price
82% matchEdge of Ember
Ethical London vermeil and lab-grown diamond stacking
What changes: Sustainability-led sourcing story, no piercing service
Brand facts
Astrid & Miyu is a London demi-fine jewellery label founded in 2012 by Korean-born Connie Nam. It sells sterling silver, gold-plated and solid gold stacking rings, huggie hoops, chains and charms designed for layering and ear stacks at accessible prices. Nam grew the business from pure e-commerce into physical retail and wholesale, with Selfridges among its stockists. Its main differentiator is in-store piercing studios, first trialled at the flagship and then rolled out across stores after customer demand, plus pop-up piercing boutiques.
- Founded
- 2012
- Origin
- London, United Kingdom
- Made in
- South Korea
- Price
- $$
- Focus
- Unisex
- Facts checked
- September 2026
- Styles
- Minimalist / Contemporary, Quiet luxury