How Astrid & Miyu's Founder Turned A £500 Website Into A £50M Jewellery Brand | Ladies Who Launch

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Previously titled “How Astrid & Miyu Founders Turned A £500 Website Into A £50M Jewellery Brand | Ladies Who Launch” — renamed by the publisher on Sep 23, 2026

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Recorded23 Sep 2026

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Handlerec:20492963

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Connie Nam founded Astrid & Miyu from her flat in Notting Hill in 2012, with a £500 website and a bold £2,000-a-month bet on PR she funded from her own savings. Since then, the brand has grown to 30+ international stores and a reported £50 million in turnover.In this episode, Connie breaks down how she built an entirely new jewellery category from scratch, why it took 11 years (not a viral moment) before she felt like she'd actually launched, and the naive assumptions that nearly sank her US and Middle East expansions. She also shares her honest take on why taking investment you don't need might be the biggest mistake a founder can make, and the line she now lives by when it comes to protecting company culture: it takes hundreds of people to build it, and only one to ruin it.In this episode we cover:The moment Astrid & Miyu really took off, and why brand awareness changed everythingHow to find people as passionate as you and filter out bad applesHow to stand out in an overcrowded marketThe realities of launching in the US and what it took to get thereTop founder tips for building a business that lastsIf you’re starting out and you feel like your growth is stunted, this one’s for you!We Are Ladies Who Launch! CHAPTERS00:00 Introducing Connie Nam01:51 Starting A Category Scratch03:05 Taking A Risk on PR04:44 Making Your First Hire06:21 Finding Your USP10:16 Competitor Mindset14:18 Steady Growth Middle17:39 The Launch of Astrid & Miyu Piercing 20:00 Expanding Into The US25:32 Creating The Why For Investment27:55 What’s Next For Astrid & Miyu🔔 New episodes every Wednesday — subscribe so you never miss a launch.FOLLOW CONNIEInstagram: https://www.instagram.com/connienam/Astrid & Miyu: https://www.instagram.com/astridandmiyu/TikTok: https://www.tiktok.com/@unboxed_podcastFOLLOW USInstagram: www.instagram.com/weareladieswholaunch/TikTok: www.tiktok.com/@weareladieswholaunchYouTube: www.youtube.com/@Weareladieswholaunch Hosted on Acast. See acast.com/privacy for more information.

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