When we opened our new studio in Leicester just over 2 years ago, and we gave it a new name: AURICLE — a premium space, with premium jewellery and an elevated look and feel. It was designed as a premium sister studio to our long-standing Chesterfield location, Pierce of Art.
But now, we’re changing course — and we want to tell you why.
From now on, both our studios will proudly carry the same name: PIERCE OF ART.
ONE NAME,
ONE IDENTITY
This decision isn’t about stepping back — it’s about moving forward with clarity.
“Pierce of Art” has become more than just a name. It’s trusted. It’s known. It’s a name people rely on when recommending somewhere safe, professional, and stylish.
Whether it’s in Chesterfield or Leicester, the experience is the same: expert staff, carefully curated jewellery, and a studio designed with care.
By bringing both locations under one name, we make it easier for clients to connect the dots, whether they’re visiting in person or browsing online.
WHAT IS MEANS FOR LEICESTER
The name might be changing — but the studio isn’t losing its premium edge. In fact, it’s gaining more variety.
With the switch to Pierce of Art, Leicester will now offer:
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A more competative selection of jewellery and piercing, with a lower starting price point
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More accessible pricing — including budget-friendly jewellery alongside premium options
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A broader catalogue, from classic titanium pieces to solid gold statement styles
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An updated pricing structure to better suit all clients — whether it’s your first piercing or your fifth
- A wider range of jewellery brands (Junipurr, Neometal, Nina Wynn, Auricle, and more)
It’s the same studio and same team — now with more to offer.
SO, WHAT HAPPENS TO AURICLE?
AURICLE isn’t disappearing — it’s just taking on a new role.
Moving forward, AURICLE will become our wholesale jewellery brand, focused on delivering premium pieces to studios across the UK and beyond. It’s where our jewellery knowledge, passion, and standards will continue — just in a different format.
This shift allows each brand to do what it does best:
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Pierce of Art: Public-facing studios in Chesterfield and Leicester
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Auricle: Jewellery supply for professionals and studios
A STRONGER FUTURE
We’re proud of how far both studios have come — and even prouder of what’s next.
Thank you to everyone who’s supported us through each stage of our journey.