Sacred Gold to open standalone store and piercing studio in Soho

Piercing and body jewellery brand Sacred Gold is to open its first stand-alone store and studio, in London's Berwick Street – a busy thoroughfare which is also home to one of London's traditional street markets.

The Soho store will provide 65 sq m (700 sq ft) of space over two floors – a ground-floor shop and basement level piercing studio. The store is scheduled to open in March, and will seek to follow the brand's mantra to 'make London beautiful with outstanding customer experience.'

The outlet will stock Europe's largest range of Body Vision Los Angeles (BVLA) fine body jewellery. A range of ear and other piercing services will be available at the store, which follows the brand's debut physical site in Coal Drops Yard, near King's Cross Station.

The Berwick Street store has been designed in-house by Sacred Gold founder Guy Saar. “It has always been a dream of mine to bring our unique experience to jewellery and piercing lovers in the heart of Soho,” said Saar. “Our aim is to introduce a new energy to the London piercing scene and redefine customer experience with our signature luxury approach and aesthetic.”

Sacred Gold creates bespoke products on demand, as well as stocking a broad range of ready-made jewellery.

“Customer experience is key – we look for creative brands who offer something different to our visitors and Sacred Gold will be a unique draw to the area,” said Samantha Bain-Mollison, head of retail at Berwick Street landlord Shaftesbury.

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