How Astrid & Miyu Doubled Repeat Sales with Shopify POS

Bridging Digital and Physical Jewelry Sales

Astrid & Miyu launched in 2012 with a mission: combine modern jewelry designs with personal shopping experiences. By 2018, they’d moved onto Shopify Plus. But when it came to their growing store network they hit a wall. They ran separate systems for online and in-store. No single customer profile. No unified stock view. That meant staff couldn’t quickly confirm if a piece was in another shop or offer click-and-collect without juggling spreadsheets.

The Challenge

They were scaling fast. Every new London, Paris or New York shop drove fresh interest online – a halo effect that lasted weeks. But staff lacked a consolidated view of each shopper. If someone bought on the site then tried to return in store, the process was clunky. The team wanted to nail consistency. They needed one platform for inventory, customer profiles, and flexible order flows whether you buy online or at a counter.

The Solution

Shopify POS became the single source of truth. Staff see live stock levels from every location. They can ship a necklace directly to a customer who picks it up in store. And with a unified customer profile, associates know a shopper’s history before they even say hello. The hardware is sleek and minimal, matching Astrid & Miyu’s open-plan concept stores. New hires get up to speed in hours, not weeks, thanks to the intuitive interface.

Results That Sparkle

Since rolling out Shopify POS across 23 global stores, Astrid & Miyu hit several milestones. They processed over one million orders online and offline. Customers shopping both channels returned five times more often than single-channel buyers. Plus, those repeat omnichannel shoppers delivered a 40% higher lifetime value than digital-only patrons. All that while opening stores in three new markets.

Looking Ahead

Astrid & Miyu plans to keep expanding its physical footprint and deepen customer connections with personalized in-store events. Shopify’s unified platform will be instrumental in scaling that personal touch, whether someone clicks to buy at home or tries on their next favorite piece at a boutique counter.