Body jewellery brand to bring sparkle to Soho with new store and studio

A jewellery brand is set to join London’s West End this spring with the launch of a new store and piercing studio.

Property specialist Shaftesbury has announced that Sacred Gold is set to open its new 700 sq ft premises at 40 Berwick Street in Soho.

The upper floor of the building will showcase the brand’s jewellery collection, while the basement will be home to a piercing studio.

Guy Saar at Sacred Gold commented: “It has always been a dream of mine to bring our unique experience to jewellery and piercing lovers in the heart of Soho.

“Our aim is to introduce a new energy to the London piercing scene and redefine customer experience with our signature luxury approach and aesthetic.”

Samantha Bain-Mollison, head of retail at Shaftesbury added: “Sacred Gold is an exciting addition to Berwick Street and our growing Soho retail portfolio.

“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.”