Astrid & Miyu’s Mobile App: Bridging Online and In-Store to Drive Long-Term Loyalty

Brand Overview

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Astrid & Miyu is a modern jewellery brand built around self-expression. Known for its ear stacks, mix-and-match designs and community-led approach, the brand has grown from a small London studio into a global name in contemporary jewellery. It now boasts 30 boutiques & serves hundreds of thousands of customers worldwide.

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Their stores focus on experience as much as product. Each space blends shopping with creativity, offering piercings, styling and workshops that bring the brand’s world to life. Online, that same spirit continues through interactive shopping experiences and editorial-style content that helps customers find pieces that feel uniquely theirs.

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Creating a mobile app meant extending that connected experience into a space their most loyal customers already spend so much time on: their phones. The challenge was to make sure every feature, from interactive tools to loyalty, felt familiar and beautifully on-brand.

Mirroring a Complex Website In-App

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Astrid & Miyu’s website experience is rich and highly detailed. Recreating that depth in the app was a key part of the build. 

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Each product page includes everything customers look for before they buy: reviews, material details, loyalty information, in-store availability and care guides. The “how to wear” section adds another layer of value, showing ideal piercing placements and styling inspiration that helps shoppers visualise complete looks.

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Product listing pages were treated with the same attention to detail. Features like material swatches and corner tags give users an instant sense of what’s available, keeping the browsing experience familiar and intuitive.

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A big part of this success comes from how the app mirrors Astrid & Miyu’s existing product data. Information stored in metafields and objects on Shopify is displayed dynamically across PDPs and PLPs, ensuring every detail stays accurate and consistent without manual input.

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The brand’s more advanced online tools were originally built by their web agency, By Association Only, and we worked closely with their team to carry these features across to the app. Customers can build and customise jewellery using the Ear Stack Curator, Story Chain Builder and Clip & Click Charm Builder. 

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The Digital Ring Sizer, powered by Aitaca, is also accessible through the app, giving shoppers the same practical tools they rely on when buying online.

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Maintaining full continuity between the website and app was an essential requirement for Astrid & Miyu. Their audience is used to an elevated, content-rich shopping journey where tools, visuals and product details all work together. Carrying that experience into the app allows customers to move easily between channels while keeping the same sense of trust and familiarity. It makes discovery simple and the app feel like a natural extension of the brand.

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Loyalty & Omnichannel

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Yotpo & Tier-Based Content

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Loyalty sits at the heart of Astrid & Miyu’s customer experience. The Club A&M programme rewards repeat purchases and engagement, creating a strong sense of belonging among members. Bringing this into the app made loyalty more visible and helped encourage adoption from the start.

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The app displays loyalty points dynamically across both the homepage and loyalty screen, powered by Yotpo. Customers can see their balance update in real time after every purchase, which keeps engagement high and motivates repeat orders.

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Each loyalty tier has its own dedicated screen built using the Venn Apps custom pages editor. The app detects a customer’s tag in Shopify and automatically shows the correct tier page, complete with their current status, perks and progress. As customers move up through the programme, the experience updates to reflect their new rewards.

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Shopify POS & Mobile Wallet Pass

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Astrid & Miyu wanted to take the app beyond digital loyalty. With over 30 boutiques, connecting the in-store shopping experience was a key focus. We developed an integration with Shopify POS that allows shoppers to scan a wallet pass at checkout and earn or redeem loyalty points in seconds.

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The system syncs fully with Yotpo, keeping each customer’s points and status consistent across online and in-store purchases. It creates a simple, joined-up experience that makes loyalty part of every transaction.

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With the wallet pass stored on a customer’s phone, it’s always within reach. It’s an easy way to keep loyalty front of mind and a strong driver of repeat purchases both in-store and online.

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Geo-Push & In-store booking

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In addition to the wallet pass, Astrid & Miyu wanted customers to manage every part of their in-store experience through the app. We built a dedicated page that combines store discovery, appointment booking and brand experiences all in one place. Customers can browse nearby boutiques, check available slots and book services such as piercings, welding and tattoos without leaving the app. They can also view and manage their upcoming appointments, which helps keep the experience organised and personal.

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The page was created using the Venn Apps custom pages editor, allowing full flexibility over design and layout. It matches Astrid & Miyu’s brand look and feel, while making it easy for the team to update content or add new experiences over time.
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To complete the omnichannel journey, Astrid & Miyu use geo-located push notifications to reach customers nearby. When someone with the app enters a store radius, they receive a tailored notification inviting them to visit, discover new collections or book a service. It’s a simple but powerful way to drive footfall and strengthen the link between the app and their physical spaces.

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Driving App Adoption & Engagement

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For Astrid & Miyu, the goal behind launching an app went far beyond creating a better mobile shopping experience. The brand saw it as a long-term strategic asset - a direct channel to communicate with and re-engage their highest-value customers. Recognising the potential of push notifications, Astrid & Miyu focused on building a strong base of app users and push subscribers using Venn’s app-exclusive tools.

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Lock Screen

For their launch, Astrid & Miyu used Venn’s lock screen feature to build excitement and collect push opt-ins before going live. The app was locked behind a password, creating anticipation and giving early followers the chance to sign up and be the first to know when it launched.

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Gift With Purchase

To boost downloads and engagement, Astrid & Miyu ran an app-exclusive gift with purchase campaign. Customers could choose from a range of free items when they reached a spend threshold, but only when shopping in the app. It created a strong incentive to download and shop through the new channel.

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App-Exclusive Advent Calendar

The brand also used exclusivity to drive demand, giving app users early access to their highly anticipated Advent Calendar. Push subscribers were the first to be notified about the release, rewarding those who had opted in and reinforcing the value of being part of the app community.

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Once downloaded, the app continues to play a central role in Astrid & Miyu’s customer strategy. The team use Venn Apps’ push notification tools to retarget and re-engage customers with tailored updates, early access alerts and reminders. It’s a consistent, high-performing channel that keeps their most loyal shoppers active and connected to the brand.

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Results

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Astrid & Miyu’s app has delivered strong results across adoption, engagement and customer value. It has now been downloaded more than 25,000 times, creating a loyal base of customers who shop more often and spend more with every visit.

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The brand’s focus on experience played a big role in driving these numbers. Rebuilding their complex website for a native mobile environment meant everything felt faster, smoother and designed for how people actually shop on their phones. The app keeps the same depth and interactivity as the website, but presents it in a way that’s more intuitive for mobile users. Shoppers can browse collections, explore styling tools and access detailed product information without friction, making the buying journey easier and more enjoyable. This elevated experience has helped drive confidence in purchase decisions and contributed to the 64% higher average order value seen on the app.

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Loyalty and omnichannel features have also been key to long-term performance. The Club A&M programme, powered by Yotpo, is fully integrated into the app, showing points and perks in real time. Tier-based screens built with Venn’s custom editor keep members engaged as they progress, while the Shopify POS wallet pass makes it easy to earn and redeem points in-store. Together, these features have helped build repeat purchase habits and boost lifetime value.

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Push notifications have become a key part of Astrid & Miyu’s marketing strategy. Using Venn Apps’ exclusive tools, the team has grown a highly engaged base of push subscribers and app users. They now communicate directly with their most valuable customers, promoting new drops, loyalty rewards and in-store experiences without relying on paid ads. Geo-push messages drive spontaneous store visits, while early access alerts keep engagement and excitement high.

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Summing Up

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This combination of clear design, loyalty visibility and personalised re-engagement has created lasting impact. App customers now spend 64% more per order and deliver a three times higher lifetime value than other channels. For Astrid & Miyu, the app has become more than a place to shop. It now plays a central role in their growth strategy and connects the brand directly with its most loyal customers.