Jewellery brand Astrid & Miyu commissioned By Association Only to migrate its store to Shopify 2.0 in early 2022.

We also designed and developed a site that allows for and promotes product personalisation as well as the opportunity to build your own jewellery sets. Find out more here.

Today our relationship continues in the form of a production-only retainer.

This case study focuses on how By Association Only has supported Astrid & Miyu’s successful efforts to provide a seamless omnichannel experience for its customers.

Astrid & Miyu’s objective was to ensure its digital presence marries with the charm of its physical stores and that online customers would still receive a smooth and unforgettable customer experience – as discussed in this webinar on Harnessing the Power of Omnichannel Ecommerce with Astrid & Miyu.

As well as designing a website that allows customers to view information about stores, book appointments in any of the brand’s locations, and find out if a specific store has stock, By Association Only has helped drive Astrid & Miyu’s sales both in-store and online by working with the brand on new digital loyalty card.

Customers can download the brand’s digital loyalty card to their wallet before using it to get loyalty perks, earn points on the go and be the first to get new product alerts.

Given the importance of an excellent omnichannel experience for Astrid & Miyu's customers, the digital gift card needs to be easily discoverable onsite as well as engaging to users at relevant points in their journey.
‍
We therefore worked with Astrid & Miyu to create personalised messaging for site users, depending on their existing relationship with the brand, in order to drive sign-ups.

The agency has also built a bespoke Story Chain visualiser that allows customers to build and purchase their necklace through Astrid & Miyu’s website as well as visualise how it will look during in-store consultations.

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

Nam wanted to shake up the traditional jewellery purchasing experience and offer unusual pieces sold in an engaging way.

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