A startup alleged Studs wants to reinvent the ear-piercing acquaintance for Generation Z. Today, consumers alone accept two options to accept from back they appetite their aerial broken — the acceptable “mall piercing” acquaintance that uses acute accoutrements generally wielded by novices, or able acute parlors whose advanced ambit of casework generally agency that alone a bound alternative of adornment for aerial is fabricated available. Studs, instead, aims to amalgamate brick-and-mortar storefronts for aggravate acute with an online retail destination breadth barter can boutique for after-care items, distinct earrings, collections, earscapes, and more.
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The aggregation has now opened its aboriginal retail abundance in New York’s Nolita adjacency as able-bodied as its online arcade site, and affairs to aggrandize to added concrete locations by 2020.
The abstraction for Studs comes from entrepreneurs Anna Harman and Lisa Bubbers, both of whom accept backgrounds with in-person account startups. Harman, now Studs CEO, was ahead the Chief Chump Officer at Walmart’s claimed arcade service Jetblack, as able-bodied as Head of Operations at in-home closet acclimation startup Fitz. Bubbers, now CMO at Studs, was ahead VP of Marketing at autogenous architecture startup Homepolish.
Harman believes the bazaar for ear acute is breach amid the offline retailers who do the piercings themselves — either at capital shops or boom and acute parlors — and the online retail ancillary of the business, which makes it difficult to advance a accord with customers.
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“Earring retail is an absolutely abstracted article acceptable added bedeviled by [direct-to-consumer] brands alone leveraging Instagram ads to ambition and appoint with consumers. It’s added aggressive than anytime to abduction barter in the multi-billion dollar appearance adornment industry,” Harman explains. “Without an accurate offline account to body a allusive chump accord and abduction abstracts for re-engagement, it’s about absurd to survive in today’s retail altitude as an online-only brand,” she says.
Studs, on the added hand, aims to affix the acquaintance of accepting broken to the abutting automatic footfall of purchasing earrings, Harman adds.
“We accord consumers an accessible way to cross their acute and adornment options and are the aboriginal to amalgamate a brick and adhesive retail acquaintance with an e-commerce platform, so barter can seamlessly abide the experience,” she says.
Like able boom and acute parlors, Studs alone employs professionals who are accomplished to bore with needles, not guns. The amount ranges from $35 for one aperture to $50 for two, on any allotment of the ear. Acute adornment is $30 to $180 per earring, while Studs’ appearance adornment is $14-$175 per earring.
After accepting broken at Studs, barter are again directed to the website for after-care advice and resources, as able-bodied as a shoppable destination for affairs new products. In addition, the armpit is accessible to anyone — not aloof those who already got broken at Studs’s shop.
In accession to acceptable adornment options, the website appearance “earscapes,” which are alone combinations of piercings breadth you mix-and-match altered adornment to actualize different looks, generally beyond a beyond cardinal of holes activity up the ear. Studs additionally collaborates on collections with indie designers like Susan Alexandria, Yumono, and Man Repeller. At launch, it’s alms an absolute accumulating from Anna Sheffield, the architect and artist at NYC adornment brand, Bing Bang.
Though not bound to anyone of any gender, Studs was advised with the ambition of bigger accouterment to Gen Z teenagers who are accepting broken for the aboriginal time or conceivably abacus added piercings added up the ear. Studs says its “sweet spot” is anyone ages 14 to 25. However, parents can accompany in a adolescent as adolescent as 8 to get pierced.
In added words, it’s a footfall up from a abundance like Claire’s, breadth parents are generally angry off by the use of acute accoutrements wielded by non-professionals. Instead, it offers the safe, added hygienic, and added absolute all-overs that abounding of today’s first-time-piercers prefer.
The NYC breadth abundance is meant to analysis out this concept, but if all goes well, approaching locations may absorb in-mall shops, kiosks, or alike adaptable units.
To date, the startup has aloft $3 actor in allotment led by Aboriginal Round Capital, with accord from Lerer Hippaeu and added angel investors. The aggregation affairs to use the funds for its retail locations, acceptable its e-commerce site, and accretion its team.
The Studs Studio, amid at 12 Prince St. in NYC, opened alongside the Studs website on November 19.
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