Louisa Serene Schneider entered the competition with an uplifting entrepreneurial story. She turned her own Larchmont, New York, attic into the start-up headquarters of Rowan, a pioneering ear-piercing practice that today has 90 locations throughout the U.S. Rowan, founded in 2017, has rapidly grown into a multi-million dollar company. Fast forward to today, the company employs more than 800 people, including over 550 skilled nurses armed with advanced ear-piercing techniques.
Rowan’s gentle approach to ear piercing makes it a better alternative than traditional options. Schneider is the company’s founder and CEO. She realized there was a demand for the service when she was unable to find a pediatrician to pierce her daughter’s ears. “Our pediatrician didn’t pierce ears, and I did not want to take her to any of the existing ear-piercing options,” Schneider explained. This experience inspired her to ensure that a safe and professional environment was provided for ear piercing. She previously treated it as a health care procedure rather than a cosmetic procedure.
The company’s path started small, with Schneider running things from her attic. “I was actually terrified, and I was working out of my attic,” she admitted. The novel idea of combining nursing skills with ear piercing soon took off like wildfire. 2018 was a big year for Rowan, with the business finally expanding into its first physical location — a permanent storefront in New York City. By 2019, Rowan had collaborated with retailer Target to set up more than 300 piercing pop-up locations directly inside Target stores across the country.
Rowan’s rise has not been without challenges. First, Schneider had to convince the naysayers, many of whom doubted that her business model would work. “A lot of people looked at me as if I was crazy, and they didn’t see ear piercing or earrings or jewelry as a real business,” she recalled. Despite the doubts, Schneider remained steadfast in her vision: “People tell you that you’re an idiot 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.’”
Funding has been a critical component of Rowan’s growth. Between 2018 and 2021, the firm managed to bring in $5 million in seed capital. Fast forward to the spring of 2021 and they’re doing a successful Series A funding round. Later that year, in the fall, Rowan was able to raise another $20 million in Series B funding. This significant investment allowed the company to expand its team and service offering.
Rowan’s profitable business model enables their experts to offer a safe ear-piercing experience. It provides nurses the ability to earn extra income while on their days off. Registered nurses that work at Rowan make on average $23-$30 per hour, in addition to tips, based on where they live. This rare opportunity has drawn an impressive and highly qualified pool of professionals and furthered Rowan’s culture of dedication to the highest quality and trusted service.
In addition to traditional retail products, Rowan sells hypoallergenic earrings in monthly subscription boxes for $20/month for a pair. This creative thinking has not only further diversified their revenue stream, but attracted a more diverse customer base. To allay doubts, Rowan achieved profitability in 2023, proving the artistic endeavor to be a sustainable business.
Looking ahead, Rowan is bracing itself for the growth. To grow its footprint across the nation, the company set a goal of 100 locations by the end of 2025. Schneider has an abiding faith in Rowan’s future. He’s thrilled about the good that it’s going to do families at key times of life. “Families did not have to forego this milestone during what was otherwise a really sad time for a lot of people,” she noted, referencing how the services offered by Rowan have provided joy during challenging times.
“Eventually you meet somebody that believes in you,” Schneider shared about her experiences building relationships with supporters and investors who have bolstered Rowan’s growth.