Astrid & Miyu continues its UK store expansion programme as the fashion jeweller plans to double number of stores worldwide.

And its ongoing success is based on founder and chief executive Connie Nam saying people are choosing jewellery over handbags and shoes

London-based Astrid & Miyu, which currently operates 26 stores globally, is targeting 50 units within the next three years as demand for “affordable” jewellery accelerates.

Astrid & Miyu, which claims to be Britain’s biggest body-piercing employer and one of the first to offer welded, permanent jewellery, told The Times it expects sales to increase to £50 million this year from £40 million in 2024, buoyed by stronger demand and new store openings.

The success is based on not only selling popular fashion items, including gold ho

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