Missoma has opened a new store on Carnaby Street in the West End, Shaftesbury Capital has announced.
The new 1,000 square foot space opened this month, adjacent to Pangaia, and spotlights the brand’s 100% certified recycled gold and silver products.
Brands on display at the split-level store include Lucy Williams, Harris Reed, and Savi.
Visitor experience is integral to the location, with its Piercing and Welding Studios available to customers.
The store will also be fitted out in the brand’s signature colours, including apricot tan, cool blue, and pistachio.
Other contemporary jewellery brands in the Soho area include Astrid & Miyu, Metal Morphosis, and TwoJeys.
Astrid & Miyu recently opened its new flagship, ‘House of Astrid & Miyu’, on Foubert’s Place, just off Carnaby Street.
Landlord Shaftesbury Capital’s portfolio of retailers has continued to expand across Soho and Covent Garden, namely Barbour, Axel Arigato, Ganni, and Aesop.
Marisa Hordern, founder and creative director of Missoma, said: “This is truly a milestone moment for us as a London-based brand, opening in such an iconic part of our city.
“There’s a real thread that runs through our stores, but we also like to make each location new and unique with unexpected twists. We couldn’t be more excited to welcome you inside.”
William Oliver, retail leasing director at Shaftesbury Capital, added: “Missoma is a retailer that understands the importance of a physical store experience, which mirrors our approach when it comes to Carnaby Street.
“We’ve played a significant part in Missoma’s bricks-and-mortar journey, supporting its growth from online to physical retail.
“Through our collaborative approach to tenant relationships, we are making sure to hit the right notes across every sector and continue to build an unmatched retail offer in the West End.”
