Gauntlet (body piercing store)

The Gauntlet was a business founded in November, 1975 by Jim Ward that pioneered the field of body piercing in North America. The Gauntlet's original location was in Ward's Los Angeles home, but on the evening of Friday, November 17, 1978 it celebrated the grand opening of its first commercial location at 8720 Santa Monica Blvd. in West Hollywood. Eventually, Gauntlet opened stores in San Francisco and New York.

The Gauntlet's clientele originated from the gay S&M community of Southern California, and during the years that Ward ran his business from his home, many Gauntlet customers came from a group of gay Los Angeles men known as the P&T Group (for Pierced and Tattooed). The Gauntlet quickly became known as the location for body piercing, and its customer base quickly grew beyond its original roots. At its heyday, The Gauntlet operated a strong mail order business for piercing jewelry, and manufactured its own jewelry. Eventually, manufacturing operations were contracted out to other companies.

One of the best known products of The Gauntlet was a publication known as PFIQ, or Piercing Fans International Quarterly. Originally a rather primitive black and white newsletter, PFIQ evolved into a full color glossy with well produced photos, artwork, stories, and tips related to body piercing. During its years of publication, PFIQ was the only reliable source of information on body piercing. A related publication was Pin Pals, a newsletter where pierced people could place classified personal advertisements.

Eventually, The Gauntlet experienced financial difficulties, and the illness of Jim Ward further contributed to its woes. After a run of over twenty years, The Gauntlet closed its doors in the late 1990s.

External Link

• Running the Gauntlet by Jim Ward