Emerging jewelry startups have some ideas:
Author:Dhani MauUpdated:Sep 19, 2019Original:Sep 19, 2019Like many tweens in the '90s and early 2000s, I got my ears pierced at Claire's, with a piercing gun, surrounded by piles of disorganized, cheap jewelry, body glitter and temporary tattoos with signs for various bogo-type promotions. That was when I learned that my ears are highly sensitive to metal, as they immediately got infected.
The premiere example, perhaps, is Rowan: The tween-focused, at-home piercing startup launched this year with $4 million in venture capital and a flurry of media coverage over the summer with each article declaring it to be "the next Claire's." And yes, the chain's shortcomings did inspire founder Louisa Schneider, alongside a convergence of other events and realizations.
"We are very much trying to commemorate that first ear piercing for a young girl and her parents and be reachable not just to people living in urban exclusive areas that have piercing salons, but also to provide an experience that's very, very safe," says Schneider. Currently, Rowan is only available in New York, Connecticut, New Jersey and North Carolina, but Schneider says the company has already received inbound interest from about every state in the U.S.
"When we do things that are vintage or campy or referential of the '90s or children, we always do them with the idea of: It's a seventh-grade camp friendship bracelet, but make it for the woman who pays her own rent and bills and has her own job and loves luxury, so really elevating it," she explains. "Your options for piercings are a tattoo shop or a low-end experience in a mall.
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