From Wall Street to Entrepreneurial Leap
Louisa Serene Schneider, a former hedge fund manager, made a decisive career change in 2017 when she left her high-profile Wall Street position to found Rowan, a pioneering ear-piercing business. Driven by a personal need for safer, medically sound ear piercing options for her daughter, Schneider bet on an unorthodox business model that would blend medical expertise with a celebratory customer experience. Starting from her attic in Larchmont, New York, Schneider launched Rowan without the capital to open a physical store. Instead, she offered a concierge-style service where registered nurses performed ear piercings at customers’ homes. This early phase also included a subscription box service for hypoallergenic earrings, designed to create recurring revenue streams.Overcoming Early Challenges and Skepticism
Schneider faced significant hurdles securing investor funding. Despite positive customer feedback and rapid sales growth following strategic influencer marketing, many investors dismissed the business’s potential, often due to a lack of understanding of the female-centric market.“People tell you that you’re an idiot over and over and over again, and then you have to pick yourself up and say, ‘OK, am I? No, I know this is right. I know I can do this.'”
Louisa Serene Schneider, Founder and CEO of Rowan Persistence paid off as Rowan secured $5 million in seed funding between 2018 and 2021, followed by a $20 million Series B round in 2021. The company reached profitability in 2023, validating Schneider’s vision and business model.Scaling the Business and Enhancing the Customer Experience
Rowan’s growth accelerated with a 2019 partnership with Target, creating over 300 in-store ear-piercing pop-up locations. During the COVID-19 pandemic, the company adapted by continuing in-home piercing services, ensuring families could celebrate milestones safely. In late 2020, Rowan opened its first brick-and-mortar studio in New York City, shifting away from subscription boxes and at-home services to focus on owned retail locations. By 2024, Rowan operates 90 studios nationwide and plans to reach 100 by the end of 2025. The company employs over 550 registered nurses trained in a proprietary medical-grade ear piercing curriculum developed by Rowan’s medical board. This emphasis on professional healthcare standards differentiates Rowan from traditional piercing services.Creating Opportunities for Nurses
Rowan offers flexible part-time positions for nurses, paying between $23 and $30 per hour plus tips. This allows hospital nurses to supplement their income with less stressful, creatively engaging work.“I love it here because of the creative side of nursing. We’re able to work with our customers, pierce their ears, get them excited, whereas at the hospital it’s more of a stressful job.”
Daniela, Nurse at RowanLooking Ahead: Growth and Revenue Projections
Rowan projects revenues of $150 million by the end of 2025, doubling its current $70 million annual revenue. The company’s strategy focuses on expanding studio locations and maintaining its commitment to medical safety and customer experience. Schneider emphasizes that the company’s success is measured not only in financial terms but in the joy and satisfaction of customers and their families.“Every time I see a piercing and the smile afterwards and the clapping and the joy of the family, that’s when I know we’re successful. It really is about the joy that we’re bringing.”
Contents
Louisa Serene Schneider, Founder and CEO of Rowan
FinOracleAI — Market View
Rowan’s trajectory exemplifies how niche markets, especially those led by women entrepreneurs addressing underappreciated consumer needs, can disrupt traditional industries. The integration of medical standards elevates the ear-piercing experience, creating a defensible competitive advantage.- Opportunities: Expansion of medically supervised piercing studios nationwide; potential for ancillary product lines and services; leveraging nurse workforce for flexible employment models.
- Risks: Competition from established jewelry retailers; dependency on skilled nursing staff availability; potential regulatory changes affecting medical procedures in retail settings.
