How a community-centric loyalty program drove a 40% increase in revenue - Astrid & Miyu Loyalty Program Case Study

Astrid & Miyu’s “Club A&M” is a masterclass in how to build a community-centric loyalty program that drives measurable commercial impact. Following a strategic re-launch of their loyalty tiers, the brand saw a 40% increase in total revenue and 33% growth in total orders.

The program’s success is built on a four-tier structure (Silver, Rose Gold, Gold, Platinum) that prioritizes experiential rewards—such as early access to sales and exclusive event invites—over simple discounts. By rewarding non-transactional behaviors like Instagram follows (gaining 10,000+ new followers) and jewelry recycling, Astrid & Miyu has successfully integrated loyalty into the customer’s lifestyle, resulting in a member base of over 152,000 and significantly higher AOVs among top-tier members (£91 for Gold vs. £75 for Rose Gold).

🏢 Company & Market Context

Astrid & Miyu is a London-based contemporary jewelry brand known for its “ear stacks” and piercing studios. Founded in 2012, the brand has rapidly expanded from a digital-first startup to a global omnichannel retailer with a strong presence in the UK and US.

Market Context: The jewelry industry often struggles with seasonality and infrequent purchase cycles. Most customers buy for special occasions, making year-round engagement difficult.

Strategic Challenge: Astrid & Miyu needed a way to stay top-of-mind between purchases and encourage customers to choose them for everyday jewelry, not just gifts. The solution was a loyalty program that rewarded the “jewelry experience” rather than just the transaction.

💎 Program Design Breakdown

‍Club A&M Tiers:

• Silver: Entry level. Benefits include points for every £1 spent and birthday rewards.
• Rose Gold: Mid-tier. Adds early access to new collections and double points days.
• Gold: High-tier. Includes free shipping, exclusive event invites, and higher-value birthday gifts. AOV: £91.
• Platinum: VIP tier. Offers the most exclusive perks, including “Archive” access and personalized styling sessions.

Earning Mechanics:

• Transactional: 1 point per £1 spent.
• Non-Transactional:
  • Social Engagement: Points for following on Instagram (drove 10,000+ new followers).
  • Refer-a-Friend: 10,802 successful uses since launch.
  • Sustainability: 1,000 points for recycling old jewelry through the “Astrid & Renew” program.

Reward Strategy: The program leans heavily into experiential value. While points can be redeemed for discounts, the most coveted rewards are “first looks” and “early access,” which create a sense of belonging and exclusivity.

⚙️ Technology & Operations

‍Loyalty Infrastructure: Astrid & Miyu partnered with LoyaltyLion to build a scalable, API-first loyalty platform. This allowed them to integrate loyalty data directly into their Shopify store and marketing automation tools (Klaviyo).

Personalization & Segmentation: The brand uses tier status to segment its email marketing. For example, Gold and Platinum members receive different messaging and offers than Silver members, ensuring that the most loyal customers feel recognized.

Operational Agility: The program re-launch was a collaborative effort between marketing and customer success teams. By analyzing behavioral data, they identified that “Archive” access (access to discontinued styles) was a high-value, low-cost reward that resonated deeply with their community.

📊 Results & Metrics

Growth & Revenue:

• 40% increase in total revenue following the tier re-launch.
• 33% growth in total orders.
• 33x ROI achieved through personalized SMS and loyalty integration.

Member Engagement:

• 152,414 total members in the program.
• 50,013 new sign-ups in the first three quarters of 2022 alone.
• 10,802 successful referrals since launch.

Customer Value:

• Gold Tier AOV: £91 (vs. £75 for Rose Gold).
• Members are 6x more likely to make a repeat purchase.
• Members make 220% more purchases per year on average.

💡 Key Strategic Lessons

1. Tiers Drive Aspiration: The clear progression from Silver to Platinum creates a “gamified” path for customers. The higher AOV in the Gold tier (£91) proves that customers are willing to spend more to reach and maintain status.
2. Reward the Relationship, Not Just the Receipt: By giving points for Instagram follows and recycling, Astrid & Miyu stays integrated into the customer’s daily life, even when they aren’t shopping.
3. Exclusivity is a Low-Cost, High-Value Reward: Early access to sales and “Archive” styles costs the brand very little but provides immense value to the customer.
4. Loyalty as an Acquisition Engine: The 10,800+ successful referrals show that a well-designed loyalty program turns customers into brand advocates.

🚀 What Your Team Can Apply

• For E-commerce Brands: Don’t just reward spend. Reward the actions that build your brand (social follows, reviews, referrals).
• For Fashion Retailers: Use “early access” as your primary loyalty lever to build excitement without eroding margins.
• For Sustainability Brands: Integrate circular economy initiatives (like “Astrid & Renew”) into your loyalty program.

📚 Sources & Citations

1. LoyaltyLion: Successful Loyalty Programs
2. Astrid & Miyu Case Study PDF: Link
3. Swanky Agency: Loyalty Strategy