A new gem for Soho: Missoma opens largest store to date on Carnaby Street
Shaftesbury Capital has announced that Missoma, one of the first-ever demi-fine jewellery brands, has opened its largest store to date on Carnaby Street, underlining the destination’s iconic reputation for unmatched retail experience in the West End.
Missoma opened a 1,000 sq ft space at 56B Carnaby Street this month, adjacent to PANGAIA, the innovative materials science company that launched in the summer. The new split-level store will deliver the brand’s 100% certified recycled gold and silver products, spotlighting Missoma’s iconic collaborations with the likes of Lucy Williams, Harris Reed, and Savi.
The visitor experience will form a key component of the location, reflecting Missoma’s personable approach to jewellery, with its Piercing and Welding Studios available for customers to shop, explore, and grow their contemporary collections. The store will be fitted out in the brand’s signature colours, boasting apricot tan, rust, cool blue, and pistachio, bringing a familiar feel to the Soho neighbourhood.
Missoma joins other contemporary jewellery brands nearby such as Metal Morphosis, House of Astrid & Miyu, and TwoJeys, creating a cluster of high-quality retailers in Soho. It also illustrates Shaftesbury Capital’s success in expanding retailer presence across its Covent Garden and Soho neighbourhoods, following the likes of Barbour, Axel Arigato, GANNI, and Aēsop, all of which have recently grown in the West End with the leading landlord.
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.”
Marisa Hordern, Founder & Creative Director of Missoma, added: “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.”
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, delivering high quality and innovative shopping experiences.
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