During its years of publication, PFIQ was the principal source for information on body piercing. Originally a mostly black and white newsletter, PFIQ evolved into a full-color glossy with photos, artwork, stories and tips related to body piercing. In addition to selling body jewelry and related equipment, The Gauntlet published a periodical called PFIQ, or Piercing Fans International Quarterly. The work done by Ward and others at this studio set the standard for the body piercings most commonly practiced in modern commercial settings. This included coining the terms "barbell", "circular barbell", and "captive bead ring". Not only did The Gauntlet manufacture jewelry, Ward and his team developed a number of the types of body jewelry in use today. Eventually, manufacturing operations were contracted out to other companies. At its heyday, The Gauntlet operated a strong mail order business for piercing jewelry and manufactured its own jewelry. The Gauntlet became known as a fashionable location for body piercing and its customer base grew beyond its original roots. The Gauntlet's clientele originated from the gay S&M communities of Southern California and Northern 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 T&P Group (for Tattooing & Piercing). Eventually, Gauntlet opened stores in San Francisco, New York City, and Seattle, as well as a franchise in Paris. The Gauntlet began in November 1975, with its original location was in Ward's West Hollywood home, but on the evening of Friday, Novemit celebrated the grand opening of its first commercial location at 8720 Santa Monica Blvd. It was inspired by Ward's friend and mentor, Doug Malloy. The Gauntlet, also known as Gauntlet Enterprises, was a body piercing business founded by Jim Ward that is considered the first business of its type in the United States and was the beginning of the body piercing industry.
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