Piercing jewellery brand Tish Lyon is tripling its presence within John Lewis, expanding from three concessions to nine by the end of 2026.
The rollout will mean the brand now has piercing studios in a quarter of John Lewis’s 36-store estate, providing a significant physical retail platform for its 14-carat gold jewellery, and its piercing and permanent jewellery welding services.
Studios are already operating at Oxford Street, Liverpool and Bluewater, as well as newly opened locations at the Trafford Centre, Edinburgh and Leicester. Further concessions will open in Cambridge, Reading and Glasgow during the coming months.
John Lewis said the expansion followed “significant customer demand” at the first three locations.
The deal demonstrates the growing commercial value of experiential jewellery services to department stores. Piercing and jewellery welding cannot be replicated online, giving customers a reason to visit stores while creating opportunities for additional jewellery purchases and repeat appointments.
For Tish Lyon, the concession model offers access to John Lewis’s national customer base without the cost and risk of developing a comparable standalone store network. Its presence within the department store also positions piercing as a premium jewellery service rather than a purely transactional treatment.
The expansion forms part of John Lewis’s £800 million transformation programme, which is intended to reposition its department stores as experience-led destinations. Other new and expanded partnerships span fine art, bespoke travel and preventative healthcare.
Demand for the retailer’s in-store advisory services increased by more than 5% during the first half of 2026, according to John Lewis. The company is using specialist operators to attract customers, increase dwell time and differentiate its stores from online-only competitors.
“Today’s shoppers want far more than products on shelves; they want inspiration, helpful expertise and extraordinary experiences,” said Katie Papakonstantinou, director of services and hospitality at John Lewis.
