Studs, the upstart piercing parlor said to have received investments from Gwyneth Paltrow, among others, is in growth mode. On Wednesday, the company will open its third store in Austin, representing an inaugural push in markets outside of New York City.
The Austin location, at 1510 South Congress Avenue, occupies approximately 900 square feet and incorporates special details that reference Texas heritage. A special product in collaboration with jewelry brand Shop Zuck, including a cowboy hat and cowboy boot-shaped earrings, will be exclusively available locally.
This kicks off what will be a continuous launch of new units, with the goal of operating between eight and 10 locations in total by the end of this year. A Boston pop-up is slated to open on May 5, while the first of two possible Los Angeles stores will tip at Melrose Place sometime this summer.
Studs location in Austin. ANDREA CAL0
“Drilling is something that people really want to do and when they have been locked up for many months they want to go out and do something. You practically can’t get your ears pierced, ”Studs CEO and co-founder Anna Harman said of the company’s success in reopening its doors. The Studs store in SoHo often draws a line that runs the length of the block and books piercing appointments weeks in advance. The company also operates a smaller outpost at Hudson Yards.
Marketing Director and Co-Founder Lisa Bubbers added: “People didn’t have a lot of COVID-19 safe options to have fun and give them a sense of self-expression. If you are going to get your ears pierced, you are wearing a mask, following safety protocol. We went by appointment only and found that more people are getting two piercings, just overall it was a solid beam of light.
While Studs had to close its stores from March through September, the company quickly changed to focus on e-commerce sales, which grew 20 times from March 2020 to the end of the year. Now, the company is looking for additional “seaside cities” to expand, particularly centers for the trend-driven 18-30-year-olds, which the company considers its key audience. While piercings continue to be a major trend for young consumers, there are a limited number of trendy piercing studios, particularly in locations outside of New York and Los Angeles.
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