About Smoothie London

Smoothie London was born from a simple belief: earrings shouldn’t hurt. For years, we watched customers fall in love with beautiful designs… only to remove them days later because their piercings reacted, swelled, or never fully healed. So we set out to build a different kind of jewellery brand - one where beauty and long-term wearability aren’t in conflict. What began as a small direct-to-consumer brand in London quickly grew into a community of piercing-obsessed women who wanted pieces they could live in; sleep, shower, work, train, dance, travel. That demand pushed us to develop Implantium™, our line of flatback studs engineered from the same titanium grade used in medical implants. Every detail is intentional: smooth micro-polished edges, secure threading, and designs that sit flush and comfortable even in fresh or sensitive piercings. We work closely with our manufacturing partners to perfect each piece - refining angles, tightening tolerances, and testing comfort through real-world wear before anything launches. Nothing is rushed; everything is built to be skin-friendly, durable, and piercing-studio approved. Our customers tell us the same story again and again: “I’ve tried everything. Yours are the only earrings my ears actually like.” That’s why piercers come to us. Our flatbacks don’t just look good, they behave well. They’re practical without feeling clinical, and stylish without compromising safety or healing. Read their story