Boutique ties the knot with international jewellery brand

Celebrating its tenth year, contemporary jewellery brand Astrid & Miyu has appointed Leeds multi-channel marketing agency Boutique to launch its first TV campaign.

Founded by Connie Nam in 2012, the London-based company is currently experiencing rapid growth, with new store locations to unveil in Leeds and other regions across the UK, as well as opening in New York last week.

Combining sentiment and innovation, the globally inspired products can be found in Selfridges and even resulted in Astrid & Miyu ranking at number nine in The Sunday Times’ Fast Track 100. From earrings to bracelets, necklaces, rings and more, each stunning collection spans from Connie’s well-travelled experiences, giving them a unique and personal feel.

Working around key core themes of community, empowerment, personalisation and curation, Boutique is taking Astrid & Miyu outside of its digital social marketing strategy, with a regional ALL4 VOD media campaign, plus OOH advertising and Door Drops to support new store openings later in the year.

With vast experience of taking new clients to TV, Boutique is well-placed to support Astrid & Miyu’s skyrocketing growth in unfamiliar territory.

Managing director Simon Bollon adds, “we love independent growing brands, and we relish being part of a success story. They do what they do for all of the right reasons, and you can feel the passion throughout. Translating their enthusiasm into carefully tailored media placement is going to be a lot of fun, and we’re excited to be part of their journey.”

On working with Boutique, founder of Astrid & Miyu Connie Nam said, “we’ve been looking for a marketing partner that is ideal for growing brands, can give us strategic guidance in a new market and is full of like-minded, ambitious people that we get on with. Boutique ticks all of the right boxes for us, and it’s been a pleasure working with them.”

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