Case Studies / Astrid & Miyu

A sophisticated design revolution and migration to Shopify 2.0 for British jewellery brand Astrid & Miyu

Seoul-born Connie Nam founded Astrid & Miyu in London in 2012. The brand is best known for its signature ear stacks.

Having spent much of her life travelling and living in different cities, Nam wanted to shake up the traditional jewellery purchasing experience and offer unusual pieces sold in an engaging way – not from under a glass counter by someone in a uniform.

Today, Astrid & Miyu has an in-house styling team that helps customers develop their personal style both in-store and online, as well as through its social media channels and newsletters.

Astrid & Miyu commissioned By Association Only to migrate its store to Shopify 2.0. We also designed and developed a site that allows for and promotes personalisation – such as the engraving of pieces – as well as the opportunity to build your own jewellery sets.

Smoother product data management and increased flexibility of content were also important aspects of the brief.

New store features and enhancements

UX improvements

Enhanced flexibility for content creation

Streamlined use of apps

Internationalisation of stores


Bremont Blog mobile


Klevu’s AI and NLP-powered discovery suite includes on-site Smart Search, Smart Category Merchandising, Smart Recommendations and a Personalisation Engine, enabling ecommerce websites to deliver shopping experiences powered by real-time shopper intent.

Partners we worked with:

Astrid & Miyu runs a series of parallel international stores, powered by a number of key Shopify-connected technologies and partners.


LoyaltyLion supports ecommerce growth by connecting marketing strategies. Providing meaningful customer interactions through points-based incentives and reward programmes.


Okendo is a customer marketing platform and an Official Google Reviews partner that helps brands capture and showcase high-impact social proof such as product ratings and reviews, customer photos and videos, and Q&A message boards.

Loop Returns

Loop Returns encourages customers to exchange goods rather than request a refund. Consumers are asked why they are returning, offered an alternative product and provided with a shipping label. Merchants then use the data gathered to inform strategy.


Gorgias is a help desk that allows your customer service team to manage all of your support and customer service in one place.

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Brand focused aesthetic and functional overhaul for Holland Cooper – the epitome of modern British luxury.