Connie Nam founded Astrid & Miyu from her flat in Notting Hill in 2012, with a £500 website and a bold £2,000-a-month bet on PR she funded from her own savings. Since then, the brand has grown to 30+ international stores and a reported £50 million in turnover.
In this episode, Connie breaks down how she built an entirely new jewellery category from scratch, why it took 11 years (not a viral moment) before she felt like she'd actually launched, and the naive assumptions that nearly sank her US and Middle East expansions. She also shares her honest take on why taking investment you don't need might be the biggest mistake a founder can make, and the line she now lives by when it comes to protecting company culture: it takes hundreds of people to build it, and only one to ruin it.
In this episode we cover:
If you’re starting out and you feel like your growth is stunted, this one’s for you!
We Are Ladies Who Launch!
CHAPTERS
00:00 Introducing Connie Nam
01:51 Starting A Category Scratch
03:05 Taking A Risk on PR
04:44 Making Your First Hire
06:21 Finding Your USP
10:16 Competitor Mindset
14:18 Steady Growth Middle
17:39 The Launch of Astrid & Miyu Piercing
20:00 Expanding Into The US
25:32 Creating The Why For Investment
27:55 What’s Next For Astrid & Miyu
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