Rowan, Ear Piercing Company Founded by Former Wall Street Trader, Eyes Expansion

Rowan, a company specializing in ear piercing as a medical procedure, is on track to reach 100 studios and $150 million in revenue by the end of 2024, demonstrating a shift in how consumers approach the traditionally retail-based service.

Founded in 2017 by Louisa Schneider, a former trader and analyst at Morgan Stanley and JPMorgan, Rowan currently operates 90 studios across the United States and employs approximately 800 people. Schneider initially identified a gap in the market after an unsatisfactory ear-piercing experience with her daughter. “I was working at a hedge fund, looking at retailers like piercing companies that were doing well in malls…I’m not going to take her where I went as a 12-year-old,” Schneider told Entrepreneur in a late 2023 interview. The company distinguishes itself by employing licensed nurses to perform piercings with hypoallergenic materials, framing the process as healthcare rather than simply a retail add-on.

Rowan’s business model evolved from pop-up stations within major retailers like Target to standalone studios, and has secured $25 million in funding. While the company offers a range of earrings, including 14k gold and diamond pieces, the majority of revenue comes from the piercing service itself, priced at $35 for one ear or $50 for both. Schneider previously noted the challenges in securing investment, particularly from male investors who underestimated the market opportunity, stating in a 2021 Business Insider interview, “I’d hear, ‘Let me ask my wife what she thinks.'” This highlights the broader difficulties female founders often face in accessing capital.

Though Rowan briefly experimented with subscription boxes and at-home piercing services during the COVID-19 pandemic, the company has since focused on its studio-based model. Schneider expressed confidence in the long-term demand for first-time ear piercings, emphasizing the importance of understanding market size and believing in the business’s impact. You can learn more about the company’s approach to ear health on their website.

Company officials stated they will continue to evaluate opportunities for strategic expansion and service enhancements in the coming months.