Missoma opens largest store to date on Carnaby Street

Demi-fine jewellery brand Missoma has opened its largest store to date on Carnaby Street in London’s West End.

Taking a 1,000 sq ft space at 56B Carnaby Street, the brand has opened adjacent to PANGAIA, the material sciences company which launched in the summer.

The split-level store delivers the brand’s collections of recycled gold and silver products, including collaborations with brands such as Lucy Williams, Harris Reed, and Savi. It also offers piercing and welding studios designed for customers to shop, explore, and grow their collections.

Missoma joins a number of other contemporary jewellery brands nearby, such as Metal Morphosis, House of Astrid & Miyu, and TwoJeys.

William Oliver, retail leasing director at Shaftesbury Capital, said: “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.”

This news follows the opening of Astrid & Miyu’s new flagship ‘House Of Astrid & Miyu’ concept on Foubert’s Place, just off Carnaby Street, alongside jewellery destination Liberty London.