Shaftesbury Capital has announced the opening of Missoma’s largest store on Carnaby Street. The 1,000 sq ft, split-level boutique at 56B Carnaby Street offers customers a unique shopping experience, including piercing and welding studios alongside its signature demi-fine jewellery collections.
The store highlights Missoma’s commitment to sustainability, showcasing 100% certified recycled gold and silver products. It also features the brand’s popular collaborations with figures such as Lucy Williams, Harris Reed, and Savi. Designed in Missoma’s distinctive palette of apricot tan, rust, cool blue, and pistachio, the store brings a vibrant and welcoming feel to the Soho neighbourhood.
Founder and Creative Director Marisa Hordern expressed her excitement:
“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.”
Missoma’s new boutique strengthens Carnaby Street’s cluster of contemporary jewellery retailers, joining neighbours like Metal Morphosis, House of Astrid & Miyu, and TwoJeys. Nearby, Liberty London also adds to the area’s appeal as a jewellery destination.
William Oliver, Retail Leasing Director at Shaftesbury Capital, highlighted the collaborative effort in supporting Missoma’s growth:
“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.”
Missoma’s opening follows other recent additions to Shaftesbury Capital’s portfolio, including PANGAIA, Barbour, Axel Arigato, GANNI, and Aēsop, further establishing Carnaby Street and its surroundings as vibrant retail hubs.
The store launch also coincides with Astrid & Miyu’s new flagship concept, House of Astrid & Miyu, on Foubert’s Place, reinforcing Soho’s position as a destination for high-quality, innovative jewellery experiences.
