Astrid & Miyu Goes Uptown for Its Latest NYC Location

By Karen Dybis | November 10, 2025

It’s a British invasion: London-based Astrid & Miyu just opened its second store in New York City and plans to expand to Los Angeles in 2026.

Astrid & Miyu opened at 1134 Madison Ave. on Oct. 20, giving the brand—founded by Connie Nam in her Notting Hill flat in 2012—an uptown location in Manhattan, where it also has a store in the West Village. Amy Macleod, the brand’s head of retail projects and design, noted a parallel between Madison Avenue and King’s Road, one of Astrid & Miyu’s primary locations in London.

“Madison Avenue stood out as a territory that holds both the heritage and the momentum of luxury retail,” Macleod says. “Madison Avenue has been evolving in a very exciting way—while it is home to the historic luxury houses, we’ve seen more contemporary and design-driven brands take up space there and attract style-savvy locals and international visitors alike.”

Astrid Miyu Madison interior — *Astrid & Miyu’s new store on Madison Avenue displays artwork from NYC-based creators.*

For the new boutique, Macleod says her team chose earthy undertone neutrals and blush colors, for a calming effect. They introduced some textured and high-gloss paint finishes to add depth to the space, plus glass and brass lighting and statement chaise seating to make it warm and welcoming.

In the store, bespoke product cases and fixtures are paired with marble tables. The walls feature sketches by the Astrid & Miyu in-house design teams and decorative pieces from local NYC makers.

“We wanted the whole space to feel inviting, soft, and comfortable with luxe touches,” Macleod says. “We wanted to take elements of the U.K. with us into the space, so we sourced brass hardware which is designed and produced in England, and used pieces from [British designers] Tom Dixon and Soho Home.”

One of Macleod’s favorite parts of the Madison Avenue store is the personalization area. “Customers can explore our beautiful collections of products that can be made uniquely their own, from birthstones and zodiac pieces to an array of charms that help tell their personal stories,” she says. “It’s a welcoming place where customers can connect, create, and enjoy meaningful moments as they shop.”

Astrid Miyu Madison sun — *The Madison Avenue boutique includes this area for piercing and others for permanent and personalized jewelry—all experiential hallmarks of the brand.*

Astrid & Miyu plans to open a Los Angeles store next spring, according to Macleod. It opened its first boutique outside the U.K. in 2022, in Manhattan’s Nolita neighborhood—a location that has since closed, though the brand still has a downtown store, in the West Village.

“From the day we opened [in New York], we saw an uplift in our U.S. e-commerce business and Instagram following. Having a physical presence in that neighborhood triggered new energy,” Macleod says.

Astrid & Miyu boasts a dozen locations in London—including its flagship, House of Astrid, which opened off Carnaby Street last year—plus about 15 stores elsewhere in England as well as in Scotland, Wales, Ireland, Holland, and Spain.

“It’s become more than a store, as A&M focuses more and more on experiential retail,” adds Macleod. “From hosting intimate events tied to product launches, exclusive customization workshops, and even offering iced tea service on summer days, we’ve been able to build community and deepen engagement.”

Top: The permanent jewelry station at Astrid & Miyu’s Madison Avenue store, opened in October (photos courtesy of Astrid & Miyu)