Astrid & Miyu

Astrid & Miyu is a British jewellery brand founded in 2012 by Connie Nam, and its Neal Street store in Seven Dials is its central London flagship. The brand is known for demi-fine jewellery and, just as much, for its in-store services, which turn a visit into more than a straightforward purchase and have become central to how the brand is experienced.

Nam, born in Seoul, found existing jewellery shops staid and impersonal, with products under glass and sales staff in black uniforms, and set out to offer sentimental, innovative designs with a personal, engaging experience. The Neal Street store was built around that idea, with private studios, the brand's signature arches and soft textures throughout. Astrid & Miyu publishes an annual impact report on its materials and design process.

Permanent jewellery and piercing in Covent Garden

Alongside necklaces, earrings, rings, charms and bracelets in gold plate and sterling silver, the store offers permanent jewellery welded on the wrist, ear piercing with curated ear styling, a Story Chain service, engraving and tattoos, with appointments bookable in advance. The range covers everyday stacking pieces through to statement designs, so customers often return to add to what they own, and the piercing studio lets pieces be fitted on the spot rather than taken away in a box.

What to expect on a visit

The shop opens seven days a week, from 10am Monday to Saturday and from 11am on Sundays. Neal Street is one of the busier shopping streets in Seven Dials, a few minutes from Covent Garden station, and the surrounding blocks hold several other Covent Garden jewellers, including Missoma on Monmouth Street, which also offers piercing and welding. See the full list of jewellers in Covent Garden.