This holiday season is the perfect time to reflect on the joy of giving—not just to loved ones, but also to the planet. Nestled just outside of the bustling vintage market, their store offers more than accessories—they offer an alternative way to carry memories. Whether it’s an everyday, delicate necklace, or a statement piece for special occasions, every item in a jewelry collection tells a story.

Founded in 2012 by Connie Nam, Astrid & Miyu is a London-based jewelry brand known for their contemporary designs and inclusive ethos. What truly sets Astrid & Miyu apart, however, is their holistic approach to sustainability, creating luxury jewelry that not only looks and feels good, but also does good for the environment and the people involved in its creation.

These thoughtful and sustainable practices became evident when I had the opportunity to speak with Kelsey, an employee dedicated to the sustainability of the brand. She shared that 60% of their products are crafted from recycled metals. She highlighted that their silver collection is made entirely from recycled sterling silver, while 100% of the solid gold used in their new solid gold and real diamond collection is also recycled. Their dedication to sustainability isn’t limited to their products—it extends to every aspect of their brand experience, including their retail spaces and packaging.

Astrid & Miyu thoughtfully curates their stores with sustainability in mind, using recycled and recyclable materials for their props and displays. Kelsey shared that “all of the countertops in their stores are made of recycled wooden chairs,” showcasing their creative approach to repurposing materials. Their commitment extends to packaging as well—jewelry boxes, gift bags, and mailer boxes are all FSC-approved, meaning they’re crafted from responsibly managed forest-based materials and are 100% recyclable. Embracing the spirit of the holidays, even their Advent Calendar packaging is designed to be both reusable and recyclable, staying true to their eco-conscious values.

Kelsey highlighted that one of Astrid & Miyu’s top priorities is championing responsible sourcing and manufacturing, working globally to ensure ethical and environmental practices are in place. She also mentioned to me one of the recycling initiatives, The Astrid & Renew: Silver Recycling Program. It is one where you can send in your jewelry (sterling silver or solid gold), and they will be recycled to make new pieces. After the jewelry is processed, it is sold out to the public, and any profit made from those specific pieces is donated to one of their collaborations, The Felix Project, a food distribution charity based in London. One phrase Kelsey used truly shifted my perspective on recycling jewelry: “renewing your jewels to give them a new lease of life.” It encapsulates the beauty of their program and collaborations, and of transforming old treasures into something new and meaningful while giving back to the community. Since launching the Astrid & Renew program, the brand has donated over £5,000 to The Felix Project, a testament to their commitment to giving back.

Astrid & Miyu also collaborates with onHand, a platform that helps the company contribute to broader environmental and social initiatives. For every mission that A&M completes, onHand plants a tree on behalf of the company. As of 2022, they’ve planted over 200 trees. I admire how A&M supports sustainability outside of solely the jewelry industry and actively contributes to broader environmental and social causes.

My visit to A&M left me inspired by how the brand intertwines the joy of giving with respect for the planet. Astrid & Miyu is truly a hidden gem, and they’re a reminder that thoughtful giving goes beyond the gifts we exchange—it’s about how we care for the planet.