British jewellery brand closes £4 million investment round to fuel growth

British fashion brand Astrid & Miyu has just closed a £4 million investment round with jewellery-focused investment firm, Aeternum Holding PJ has long named Astrid & Miyu as a brand to watch, with its products and retail stores meeting today's consumer demands, and now it's got the investment it needs to reach new heights and fuel ambitious growth plans Astrid & Miyu experienced rapid growth last year when it introduced a premium piercing service in August.

The brand offers 'Instagram-worthy' piercing services at its stores, boasting a 90% occupancy rate on piercing appointments at the Bond Street flagship and a dedicated piercing studio in Selfridges The brand experienced 70% of highly engaged March customers returning to the June pop up, over 100 press and influencers visiting the store, and a 30% repeat rate with their general customer base "At Aeternum we are excited to invest in Astrid & Miyu.

We love the idea of a brand envisioning 'East meets West' conceived by a smart woman who understands her audience We are in constant contact with many brands and we found Astrid & Miyu as one of the most alluring stories in the market.," says Aeternum chief executive officer, Markus Lampe The brand has also added Unisex designs to its portfolio after witnessing a rise in men coming into store looking for products for themselves. Source