Astrid & Miyu – D2C Ranking & Growth Metrics
Stackable jewellery and piercing studios from London
Last updated · October 2026 edition · data to end of September 2026 · method v1.3
Astrid & Miyu is new to the index this month, entering at #50 of 522 overall and #26 of 142 in Apparel. On our estimate its revenue is shrinking year on year (high confidence). Branded search is declining over the past year, with a seasonal peak in November and December. Its closest Apparel competitor is Abbott Lyon (#62).
revenue (est.) Whether we estimate the brand's revenue is growing, flat or shrinking compared with a year earlier, from the online signals most tied to sales: branded search and site traffic, weighted towards the last three months.
It is a direction of travel, not a figure. We can't see prices, conversion, or sales through retailers and Amazon, so confidence is lower for brands that sell mostly through stockists, or when the signals disagree; with low confidence we only call growth or decline on a big move.
How scoring works →Year on year, high confidence; close to flat. Why
scale A 0–100 score built from branded search (35%), site traffic (35%) and social following (30%).
It uses a log scale, so a brand 10 times bigger scores roughly 30 points higher. Higher means bigger.
How scoring works →How big Astrid & Miyu is today: #50 of 522 by size.
momentum Year-on-year growth in branded search, site traffic and social, over the last 12 months and the last 3 months.
50 means flat. Above 50 is growing (a brand that doubled scores about 88); below 50 is shrinking (halved scores about 12).
Scale is size, Momentum is direction: a small brand can grow fast, and a big one can be shrinking.
How scoring works →How fast it's growing: declining (50 = flat).
what drives the score Is Astrid & Miyu's revenue growing?
We estimate Astrid & Miyu's revenue is shrinking year on year (high confidence). Branded search and site traffic don't contradict each other, so confidence is high.
Estimated from year-on-year changes in branded search and site traffic. A direction of travel, not a revenue figure: we can't see prices, conversion, or retail and Amazon sales. How we estimate it.
How fast is Astrid & Miyu growing?
Astrid & Miyu's Momentum score is 41.9, which means it is declining (50 means flat; a brand that doubled would score about 88). Branded search is declining over the past 12 months, and declining sharply over the last three months compared with the same months a year earlier. Site traffic is steady over the same 12 months. Its size score is driven most by social audience, with site traffic relatively weakest.
About Astrid & Miyu
Astrid & Miyu makes stackable jewellery: earrings, necklaces, bracelets, rings and charms, sold alongside piercing, permanent jewellery, tattoo and engraving services in its stores. Founder Connie Nam started the brand in 2012 after growing up in Seoul and travelling widely, picking up pieces from local markets but finding no brand she could buy from with intent for herself or others; existing jewellers felt stale, with products kept under glass counters. That experience shaped a more hands-on, in-store approach, letting customers build their own stack piece by piece rather than buy pre-set collections.
Astrid & Miyu competitors
The apparel brands closest to Astrid & Miyu: same kind of product first, then the nearest in size. See every brand in Apparel or the full D2C brand rankings.
Personalised jewellery, watches and gifts with celebrity collaborations
Gold and silver-plated jewellery, from layering necklaces to fine diamond pieces
Gold vermeil, silver and diamond jewellery with lifetime repairs and in-store piercing.
Gold and silver jewellery, from fine chains to statement earrings
Everyday gold, silver and gemstone jewellery designed in London
Astrid & Miyu vs Abbott Lyon
Astrid & Miyu leads on both size and growth: Scale 66.5 against 64.0, and Momentum 42 against 32. See Abbott Lyon's page.
| October 2026 | Astrid & Miyu | Abbott Lyon |
|---|---|---|
| Overall rank | #50 | #62 |
| Apparel rank | #26 | #31 |
| Scale (size) | 66.5 | 64.0 |
| Momentum (growth) | 41.9 | 32.1 |
| Branded search | 71 | 74 |
| Site traffic | 57 | 54 |
Scores run 0 to 100. Signal scores show what drives each brand's Scale. The higher value in each row is in bold.
Astrid & Miyu branded search volume
How often people search for Astrid & Miyu by name, month by month, indexed so the peak month = 100 (we publish the trend, not raw vendor figures). Over the past year, demand is declining; the last three months, compared with the same months a year earlier, are declining sharply. Demand is seasonal, peaking in November and December and lowest in April.
Astrid & Miyu's audience, products and channels
Social audience
- Instagram astridandmiyu 646k
- TikTok astridandmiyu 124k
Also on Pinterest and Facebook.
Followers as shown on each platform, collected for the October 2026 edition.
Products
- Products in store30
- New in the last 90 days14
- Typical price95
- Price range27 – 350
From Astrid & Miyu's own online store.
Where it sells
- Own online storeyes
- Retailers / stockistsyes
- Amazonnot found
Its site is most visited in the UK, Germany, the Netherlands and Sweden.
Astrid & Miyu: common questions
What does Astrid & Miyu sell?
Stackable jewellery and piercing studios from London.
Where is Astrid & Miyu from?
Astrid & Miyu is based in London, United Kingdom.
Where can you buy Astrid & Miyu?
Astrid & Miyu sells through its own online store and selected retailers. Its online store is at astridandmiyu.com.
When was Astrid & Miyu founded?
Astrid & Miyu was founded in 2012.
Who founded Astrid & Miyu?
Astrid & Miyu was founded by Connie Nam.
Is Astrid & Miyu's revenue growing?
Our estimate is shrinking year on year, with high confidence. It is a direction from online signals, not a sales figure.
Who are Astrid & Miyu's competitors?
Astrid & Miyu's closest competitors in the Apparel category are Abbott Lyon, gorjana, Monica Vinader and Missoma.
Scale and signal scores run from 0 to 100 on a fixed log scale; Momentum is 50 when flat. October 2026, method v1.3. See the methodology, or report a correction. Want alerts when brands like Astrid & Miyu move, or the data as an export? See data & alerts.