British jewelry brand Astrid & Miyu is strengthening its foothold in the United States with the launch of a new store on New York City’s Madison Avenue opening Monday.

The new 1134 Madison Avenue boutique follows Astrid & Miyu’s signature London aesthetic — inviting and inclusive — designed as a space for self-expression and connection. Customers can explore in-house jewelry collections, personalize their pieces, and experience the brand’s signature piercings, tattoo and welding services in an intimate, Instagram-worthy setting.

“Opening our second U.S. location on Madison Avenue feels like a natural expansion for us. We’ve always been passionate about creating beautiful spaces that go beyond jewelry — places where our community can come together, express themselves, and feel at home,” said Connie Nam, founder of Astrid & Miyu. “New York has embraced us in such a remarkable way, and we’re so excited to continue growing with our customers here.” 

Following the success of its U.S. debut in the West Village, the expansion marks a major milestone in the brand’s international growth and ongoing mission to build meaningful communities through experiential retail. 

Looking ahead, the brand plans to expand further across the U.S., with its first Los Angeles location set to open early next year.

Founded in 2012, Astrid & Miyu began in a Notting Hill flat with the goal of reimagining how people experience jewelry. Over the past decade, the London-based brand has become a global favorite for its stackable, minimalist designs and purpose-driven ethos.