London pop-up store addresses the lack of information about cryopreservation

There's no shortage of products aimed at female consumers that claim to stop time by helping to preserve a woman's beauty for decades to come. But at ‘Timeless,' a pop-up shop inside London's Old Street Station, the products are fictional, and the goal is to disseminate information and spark a discussion about elective egg freezing.

The issue has surfaced in news reports recently as companies like Facebook and Apple begin to offer egg freezing benefits to their employees, but the lack of reliable information on the topic inspired the pop-up's founders, Sarah Douglas and Amanda Gore, to launch an awareness project.

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