This Year, NooYoo Proudly Marks its 15th Year in Thailand.

What began as a simple idea to make ear piercing accessible, safe, and friendly for everyone has grown into a trusted ear-piercing and jewelry brand loved by many. NooYoo is known for both the quality of its products and the positive experience customers receive at every visit.

Over the past 15 years, NooYoo has grown beyond its number of branches. Its commitment to standards, care, and the strong bond between the brand, its team, and its customers have grown together.

This interview looks back at NooYoo’s journey and vision from the perspective of its founder, Mr. Martin Gross, the key figure behind NooYoo’s steady and sustainable growth. From a single store to 36 branches across Thailand today, NooYoo continues to grow with care, purpose, and confidence.

“The concept for NooYoo was developed in 2010 and came directly from insight gained in other markets. We noticed that in Thailand, ear piercing services were often not visible enough and not delivered with the level of professionalism customers deserve.

We opened our first store in 2011 at The Mall Bangkapi with a simple mission: bringing aesthetic body piercing out of the underground into the light—making it accessible, trusted, and presented as a quality service in a modern retail setting.

Growing Forward, Staying NooYoo.

We protect the NooYoo feeling in two ways: a consistent environment and consistent people.

We developed our retail appearance with Whitespace, who also developed Apple stores in Thailand, so our stores have a friendly, recognizable look wherever you find us. And behind that, we invest heavily in staff training—so service, safety, and customer care feel the same at every branch.

For us, growth means bringing more people into the NooYoo family and giving them the skills and support to grow together.

Customers are the Heart of NooYoo.

Customers are central to NooYoo because our business is built on trust. A piercing service is only successful when the customer feels cared for: from the first consultation, to the procedure itself, to aftercare support.

Every decision we make—store design, training, service standards—exists to protect that experience. If the customer feels safe and respected, they don’t just come back; they recommend us to the people they love.

The NooYoo Family is the Proudest Achievement.

Coming from Switzerland, I had to learn a lot about Thai behavior and communication styles, which can be very different from what I was used to. It taught me to lead with more empathy and cultural awareness—to listen carefully, read situations better, and build trust in a way that truly fits Thailand.

Over the past 15 years, I’m most proud of the NooYoo family we’ve built. Growth is not just about opening more branches—it’s about developing people who can deliver the same standard and care everywhere. Seeing team members grow in confidence, skill, and responsibility has been one of the most meaningful parts of this journey.

Piercing Starts the Journey,
with NooYoo Jewelry Reflecting Who You Are.

I’d like NooYoo to grow into a modern lifestyle brand for self-expression—where piercing is the starting point, and our jewelry is a big part of the experience. We focus on hypoallergenic jewelry because quality and comfort are non-negotiable, and I want NooYoo to be the first name people trust for pieces they can wear with confidence.

At the same time, I want us to stay exciting and current. We constantly bring new styles into our stores, so customers can always find something fresh that fits their personality—whether it’s their first piercing or they’re adding to a collection. If we keep combining trusted standards with new, beautiful design, NooYoo can continue to feel both safe and inspiring as we grow.

Safe. Stylish. NooYoo.

When people think of NooYoo, I want them to feel trust and excitement at the same time—trust, because they know the quality, safety, and service will be professional; and excitement, because they’ll find contemporary styles that help them express themselves.

If I had to sum up NooYoo in a short phrase, it would be: “Safe. Stylish. NooYoo.” It captures what matters most to us: high-quality jewelry, caring service, and our commitment to safety—using the most advanced hygienic piercing systems made in the USA.

Customer Trust is What Matters Most to Us

To our customers: thank you for trusting us with something so personal. Whether it was your first piercing or one of many, it means a lot that you chose NooYoo. Your trust and your feedback have shaped us over the years and pushed us to raise the bar—on safety, quality, and contemporary styles. We don’t take that trust for granted, and we promise to keep earning it, every day.”