Gauntlet (body piercing studio)

The Gauntletwas a business founded inNovember,1975byJim Wardthat pioneered the field ofbody piercinginNorth America. The Gauntlet's original location was in Ward'sLos Angeleshome, but on the evening ofFriday, November 17,1978it celebrated the grand opening of its first commercial location at 8720 Santa Monica Blvd. inWest Hollywood. Eventually, Gauntlet opened stores inSan FranciscoandNew York.

The Gauntlet's clientele originated from thegaycommunity ofSouthern California, and during the years the Ward ran his business from his home, many Gauntlet customers came from a group of gay Los Angeles men known as theP&T Group(forPierced and Tattooed). The Gauntlet quickly became known asthelocation for body piercing, and its customer base quickly grew beoond its original roots. At its heyday, The Gauntlet operated a strongmail 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 asPFIQ, orPiercing Fans International Quarterly. Originally a rather primitive black and white newsletter,PFIQevolved into a full color glossy with well produced photos, artwork, stories, and tips related to body piercing. During its years of publication,PFIQwas the only reliable source of information on body piercing. A related publication wasPin 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.