This isn’t an arbitrary list- malls, Claire’s, tattoo parlors, a friend’s house, and jewelry stores. It’s the list of common places people go to get their ears pierced. Studs is on a mission to be the top of mind resource and retail brand for those getting their ears pierced. Operating out of its first location in Nolita, Studs has built the first-of-its-kind ear piercing studio that follows the most stringent of safety practices for ear piercing. Looking to improve the customer experience, patrons at the studio receive personal consultations and aftercare check-ins. Studs also offers accessibly-priced jewelry, so customers can purchase trend-driven jewelry, available both online and in-store.
AlleyWatch spoke with founders Anna Harman and Lisa Bubbers about Studs recent funding round, the company’s launch, and expansion plans.
Who were your investors and how much did you raise?
Studs raised $3M in seed funding. The round was led by Hayley Barna from First Round Capital with participation from Lerer Hippeau, as well as additional angel investors.
Tell us about the product or service that Studs offers.
Studs is a new ear piercing experience that enables consumers to express themselves through earscaping. By combining healthy ear piercing services with omnichannel retail operations and a wide assortment of accessibly-priced earrings, Studs modernizes the traditional “mall piercing” experience and offers consumers a seamless path for navigating the previously bifurcated piercing and jewelry landscapes.
What inspired the start of Studs?
Studs was conceptualized after our I (Anna) decided to get pierced at a tattoo parlor. During my visit, I noticed multiple shortcomings – the wait time was long, it was expensive and the store was not optimized for today’s consumer. Upon researching further into the ear piercing and retail industry, we discovered a notable gap in the market between “mall brands,” tattoo parlors and high-end shops. Together, we launched Studs as an innovative, safe, trend-forward and accessibly priced piercing and retail brand that speaks to Gen Z.
How is Studs different?
Studs is modernizing traditional “mall piercing” by combining ear piercing services with omnichannel retail operations to connect the experience of getting pierced to the intuitive next step of purchasing earrings – unlike any other brand is doing today.
What market does Studs target and how big is it?
Studs is disrupting the multi-billion-dollar fashion jewelry and piercing industries.
What’s your business model?
Studs’ business model is built on the service of ear piercing and amplified through an omnichannel presence, with shoppable online earscapes.
What are the biggest challenges in scaling your brand?
We are lucky because piercing and jewelry are inherently “small” in terms of fixturing and merchandise which means we can work in multiple formats, so as we scale, we can take advantage of this and work with physical locations like mobile units, shop-in-shops, and kiosks.
What are the biggest challenges that you faced while raising capital?
People were very responsive to the idea and really saw a gap in the market, so we were lucky in that way.
People were very responsive to the idea and really saw a gap in the market, so we were lucky in that way.
What factors about your business led your investors to write the check?
Hayley Barna led the round with First Round Capital and was excited about how Studs tackles a large market ready for a new service paradigm and brand voice. Studs is extremely tapped into the mind of today’s consumer and is ready to deliver to their high standards and ever-changing needs.
What are the milestones you plan to achieve in the next six months?
We plan to focus on the current store and website for now and expansion in 2020.
Where is your favorite fall destination in the city?
Anywhere with a fireplace!
