About Astrid & Miyu
Astrid & Miyu is a contemporary London-based jewellery brand founded in 2012 by Connie Nam. Known for its distinctive approach to stacking, styling and piercing, the brand offers jewellery across categories including earrings, necklaces, rings and bracelets. In rings, Astrid & Miyu serves customers across a broad size range. With a strong digital presence and a growing rings category, the brand is focused on delivering a seamless customer experience across channels while continuing to scale efficiently.
Overview
For jewelry brands selling rings online, sizing is one of the biggest friction points in the customer journey. Astrid & Miyu wanted to make the buying experience easier and more reliable for customers, while also reducing returns and supporting the growth of its rings category.
To address this, the brand implemented Aitaca’s digital ring sizing solution across its eCommerce experience. Following the strong results seen on the website, Astrid & Miyu later extended the solution to its app as well.
The Challenge
Buying rings online often creates hesitation when customers are unsure about their size. That uncertainty can reduce confidence at the point of purchase, lower conversion, increase returns and exchanges, and generate additional customer support requests.
Astrid & Miyu was looking for a solution that would make ring sizing simple and accessible for customers, fit naturally into the existing shopping journey, and contribute to stronger business performance in an important product category.
Our Solution
Astrid & Miyu integrated Aitaca’s digital ring sizing solution into its website, allowing customers to find their ring size online in a simple and intuitive way during the shopping journey. By reducing sizing uncertainty at the moment of purchase, the solution helps customers buy with greater confidence while reducing size-related friction for the brand.
The integration was smooth and lightweight for Astrid & Miyu’s team, making it possible to implement the solution quickly and naturally within the existing digital experience. Throughout the rollout, Aitaca’s team was proactive, responsive, and hands-on, helping ensure a seamless implementation from start to finish.
Following the positive results seen on the website, Astrid & Miyu later decided to extend the solution to its app as well, creating a more consistent sizing experience across channels.
Key implementation highlights:
- Easy integration: the solution was deployed quickly and smoothly, with minimal friction with the technical team.
- Seamless customer experience: customers can access sizing support naturally within the purchase journey.
- Strong team support: Aitaca’s team was consistently proactive, responsive, and helpful throughout the process.
- Cross-channel expansion: after strong website performance, the solution was also rolled out in the app.
The Results
The impact of the project has gone well beyond improving the customer experience. Since implementing Aitaca’s solution, Astrid & Miyu has seen a strong positive effect on its rings business, with the category becoming one of the brand’s strongest areas of growth.
Users who interacted with Aitaca showed materially stronger purchase intent and conversion performance than overall site traffic. In parallel, the project has also delivered a significant reduction in returns, cutting them by more than 65%.
Together, these results show that sizing is not only a customer experience issue, but also a meaningful lever for category growth, operational efficiency, and commercial performance.
Lower Return Rate
Higher ATC Rate
Higher Conversion Rate
Looking ahead
Beyond the initial impact on conversion and returns, Astrid & Miyu and Aitaca see a broader opportunity in the data generated through the sizing journey.
The next step is to extract greater value from that data and use it to bring more intelligence into stock decisions - helping ensure that offer and demand are better aligned by size, and ultimately supporting a more efficient, data-driven, and customer-centric rings business.
Testimonial
Implementing Aitaca’s ring sizing solution has been a very positive step for our business. The experience for the customer is simple and intuitive, the integration was smooth, and the support from the Aitaca team has been excellent throughout. Most importantly, we’ve seen a meaningful impact both on the growth of the category and on reducing returns.