Astrid & Miyu

Corporate profile management

Korean-born and US-raised Connie Nam left a career in investment banking to set up a challenger jewellery brand from her kitchen table in 2012. She grew her business by 400% in three years; with seven stores, two concessions and over 110 staff, Astrid & Miyu is now turning over £10m and ranked number 9 in the Sunday Times Fast Track 100.

Definition was appointed in May 2020 to raise the corporate profile of the company, as well as Connie’s own professional profile under the agency’s Brand You programme for CEOs and business leaders. We focussed on the significant growth of the business and innovation it consistently exhibits; Connie’s entrepreneurial journey from a background of investment banking to becoming a challenger and cult brand in the jewellery market; and the brand’s strength and scope for further growth within the overall sector.

Our tactics included profiling in national and trade press, putting Connie forward for relevant speaking opportunities for podcasts and national events and entering high-profile national awards that recognise entrepreneurialism and business success.


In just eighteen months, we raised Connie’s profile on the national stage with a 9th place ranking in the Sunday Times Virgin Atlantic Fast Track 100; won the Athena award for inspirational woman in business between 6-9 years in the 2020 NatWest everywoman Awards; won the Fashion & Beauty Entrepreneur of the Year award in the Great British Entrepreneur Awards 2020; and earned a Highly Commended accolade in the 2020 Barclays Entrepreneur Awards.

Connie was also named as one of LDC’s Top 50 Most Ambitious Leaders in October 2021, and in the same month, we won an award for our work with the company – a CIPR Pride award (Yorkshire & Lincolnshire): ‘Corporate and Business Communications Campaign: A New Retail Experience for Astrid & Miyu’.

We secured four national speaking opportunities for Connie at events including eCommerce Expo, Enterprise Nation and Omnichannel Retail Futures, with audiences spanning key retailers, brands and decision-makers at C-suite level.

Alongside other recognitions and achievements, we delivered a programme of national media coverage resulting in over 80 pieces of on-message coverage, including The Times, The Sunday Times, Vogue Business, SheerLuxe and City AM, as well as key trade publications like Retail Jeweller and Finance Digest.

  • Almost 27 million opportunities to see
  • 400% business growth
  • Astrid & Miyu ranked #9 in the Sunday Times Fast Track 100


“Definition has been crucial to raising awareness of the business and myself as a leader. We engaged Definition in the middle of the pandemic, which meant we were working through PR stories remotely. Despite the limitations, they have been strategic, focused and super effective – getting us into leading publications and putting me in front of relevant audiences.

They understand the brand and products, but more importantly our strategic direction, the hard numbers and how to create a story to pitch to relevant media outlets, which makes them stand out among other PR firms. They are a true extension of our team.”

Connie Nam, Founder and CEO of Astrid & Miyu

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