Astrid & Miyu

Connie Nam, Founder and CEO of challenger jewellery brand Astrid & Miyu, is looking to raise her profile among business and industry audiences to support future investment. Under Nam’s leadership the £10m turnover business has delivered a 1000% revenue growth in three years.

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. The key messages we have employed cover demonstrating 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 defining the brand’s strength and scope for further growth within the overall sector.

Our tactics have covered 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 six months, we have 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.

We have 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 recognition and achievements, we have delivered a programme of national media coverage including The Times, The Sunday Times and City AM, as well as key trade publications like Retail Jeweller and Finance Digest.

“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.

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