Changemaker Series: Why Grit, Grace, and Community Still Build the Best Brands

At our recent Virgin StartUp Changemaker Event, we welcomed Connie Nam, Founder of Astrid & Miyu, to share her journey with a room full of founders and entrepreneurs.

We expected inspiration. What we didn’t expect was how deeply human it would feel.

This wasn’t a glossy startup success story. It was a conversation about what really builds a brand - the first five customers, handwritten thank-you notes, and the unscalable moments that stay with people long after the sale.

“Vision powers you. But the first five customers build you.”

How Brands Are Built — One Personal Moment at a Time

Connie shared how Astrid & Miyu started with big dreams, but was built on small, deeply personal acts:

• Hand-delivering orders in her postcode

• Welcoming a customer into her flat to exchange a piece of jewellery

• Recognising loyal names from pop-up shops

These weren’t scalable. But they were unforgettable.

And that’s the point. Trust isn’t built through scale — it’s built through care.

Today, “community” is a marketing buzzword. But for Connie, it was never a strategy. It was instinct.

“We didn’t set out to build a community — we just treated people really well.”

That same instinct shaped her internal culture, too.
Hiring the right people. Trusting them. Learning when to let go.

She spoke openly about the challenge of growing into the CEO role — and how working with a coach helped her lead with more confidence and clarity.

“If someone had just told me that feeling was normal, I would’ve felt so much better.”

That line resonated with the whole room. Because so many founders are building as they go — learning by doing, instinct first, often alone.

The Long Game of Brand Building

We ended the evening with a powerful reminder: Brand hype fades. But strategy, culture, and consistency are what endure.

“A celebrity might give you a spike. But the right team gives you sustainability.”

Connie reminded us that innovation isn’t just about products. It’s about mindset.
It’s about asking better questions — and trusting your people to help answer them.

Founder Takeaway: Community Is Built by How You Make People Feel

A huge thank you to Connie for showing up with such honesty — and to every founder in the room who did the same.

If you’re building a brand grounded in purpose, community, and trust, join us in the Virgin StartUp Community — a space where real founder stories and support come together.