Inside The House Of Astrid & Miyu: CMO Secrets To Building Advocacy Through Remarkable Experiences ft. Sarah Hrywnak

Episode notes

What if your flagship wasn’t just a store, but the heartbeat of your brand community? The ‘House of Astrid & Miyu’ lived into this vision, and went viral for it. For 2025’s first deep-dive on Building Brand Advocacy, Verity is joined by Sarah Hrywnak (Chief Marketing Officer @ Astrid & Miyu). Over Sarah’s 12 years with the jewelry brand - growing from Assistant to CMO - she has transformed it into a global powerhouse. How? By mastering experiential retail, customer connection, and values-driven marketing. From creating immersive brand experiences (think in-store domes that bring the weather in the cities of all major A&M stores to life, as well as in-store piercing, welding & tattoos) to making customers their loudest fans, this episode is packed with actionable strategies to grow through true Advocacy. Here’s what’s in store: Treating Customers Like VIPs : Sarah reveals how Astrid & Miyu bridges the gap between customer & influencer by offering deeply personal touches to their biggest everyday fans - like handwritten birthday cards and intimate feedback sessions. These gestures do more than build loyalty; they make customers integral to the brand journey.

• Cannes Lions CMO on Community, Advocacy & What Actually Moves Revenue43 / 100
• Is The Creator Economy Broken? ft. Manuel Albuquerque43 / 100
• How Grace Andrews Builds A Content Strategy In 5 Steps44 / 100
• Building TRIP: How a Challenger Brand Conquered the Wellness Drinks Market 45 / 100
• Is your brand engineered for advocacy? | The Advocacy Maturity Model43 / 100