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New egg freezing pop-up shop opens up debate on fertility

Article By: Sue Learner, Editor

A new pop-up shop called Timeless is opening in London to help women understand more fully the implications of ‘social’ egg freezing.

Sixty per cent of women aged 18-24 believe women should be encouraged to use egg freezing for social reasons, compared to a quarter of women aged 45-64, according to research carried out by the Timeless project led by creative consultancy The Liminal Space.

The study revealed that 85 per cent agreed that improving career options was a good reason for women to freeze their eggs. A fifth of 18-24 age group would consider egg freezing even at a cost of £10K, compared to 10 per cent of the total number of women surveyed, and are twice as likely to agree that egg freezing should be a corporate benefit.

The pop-up shop will feature a range of provocative beauty products including a '3-Step Solution for egg freezing', a bespoke perfume line called ‘Eau so Pressured’, and a range of age defying serums revealing facts about fertility decline. It will also feature a short film and a programme of live talks by leading experts in reproductive medicine and gender politics, and women with first hand experience of egg freezing.

Sarah Douglas and Amanda Gore, directors at The Liminal Space, said: “Social egg freezing is a relatively new offer but one that could soon become as revolutionary to women’s life choices as the Pill.

“With companies such as Apple and Facebook including it as part of benefits packages, and some clinics promising egg freezing as an ‘insurance policy’, there is increasing pressure on women to consider freezing their eggs without fully considering the potential impact on the workplace, their relationships and wider society. With Timeless we are bringing this debate to people in a creative and engaging way.”

The project has been designed with support from the Wellcome Trust and The London School of Economics and Political Science.

Professor Emily Jackson, Professor of Law, London School of Economics and Political Science, feels that currently there is lack of information regarding egg freezing, saying: “Does egg freezing represent an insurance policy against women’s biological clock, or is it more like buying an expensive lottery ticket? Women (and men) need clear and accessible information not only about egg freezing itself, but also about age-related fertility loss.

“Effective communication about medical risk is difficult, and the importance of the Timeless project is its use of innovative ways to provide user-friendly information about the risks, benefits and wider implications of egg freezing.”

Dr Tim Child, medical director, Oxford Fertility Unit, added: “Women often come to the clinic too late for fertility treatment to work for them. We support the Timeless project because it brings the topic of fertility directly to young women, and provides a unique way to engage them in thinking about their fertility and the options available to them.”

The Timeless pop-up shop will be open at Old Street Station for one week only, from 29 February – 5 March 2016, 8am – 8pm.

For more information about the project go to


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