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Rowan Raises $20M Series B to Expand Retail Footprint and Provide Job Opportunities for Nurses

October 27, 2021 GMT

NEW YORK--(BUSINESS WIRE)--Oct 27, 2021--

Rowan, the innovative, female-founded startup powering the future of ear piercing, today announces its $20M Series B raise led by VMG Partners. Additional notable investors include Thirty Five Ventures, TABLE Management, Beechwood Capital, Silas Capital, Goldcrest Capital and entrepreneur Sara Foster. With the capital, Rowan will expand its brick-and-mortar footprint, with locations in Miami, Denver and Atlanta expected by end of Q1 2022; hire additional nurses; and build its product assortment of hypoallergenic jewelry to ensure that ear piercing is a celebratory and safe occasion for all.


“At Rowan, we believe that ear piercing is a powerful and symbolic milestone that deserves a safe and modernized approach for all, no matter one’s age, gender, culture or financial status,” says Founder and CEO Louisa Serene Schneider. “We are incredibly excited to use this raise to move forward with aggressive growth plans as we continue to experience demand for Rowan’s safe and innovative piercing by licensed nurses and post-piercing styling with Rowan’s beautiful, hypoallergenic jewelry.”

In addition to creating more access to their piercings for consumers, Rowan is also looking to use the upcoming brick-and-mortar openings and expansion to create additional job opportunities and alternatives for licensed nurses across the country. Throughout the pandemic, Rowan has prioritized nurses by providing rewarding work in a safe and stable environment.

“Rowan has demonstrated its ability to disrupt the piercing and jewelry landscape by providing a celebratory moment for all consumers,” says Alisa Williams, a Partner at VMG. “Rowan’s focus on safety has been demonstrated through the development of an incredible nurse network that delivers a quality piercing experience to each person. We are excited to partner with Rowan as they continue to expand nationwide and offer unique jewelry pieces to each individual.”


Rowan launched in 2018, after Schneider sought out a safe and celebratory piercing experience for her young daughter. “The mall was tired and felt unsafe, and piercing by our pediatrician would have been a missed opportunity to celebrate a milestone,” Schneider shares. She recognized that the ear piercing market was long overdue for modernization. By offering piercings by licensed nurses at each location and exclusive nickel-free jewelry made for freshly pierced ears, Rowan aims to honor piercing as an important milestone and deliver a safe and positive outcome for all.

Since launch, Rowan has completed over 150,000 piercings and grown to amass two brick-and-mortar locations in NYC and Connecticut, with its piercing services also available in more than 250 Target stores nationwide. In addition to the piercing services, the brand also offers a variety of hypoallergenic earrings through their DTC platform.

About Rowan

Rowan, founded in 2018, is an innovative service and products company in the ear piercing and jewelry space that provides safe and celebratory ear piercing and hypoallergenic jewelry through its brick-and-mortar studio locations, Rowan at Target studios and at Rowan employs licensed nurses to provide ear piercing and related services and features exclusively hypoallergenic and nickel-free earrings. The company provides a long-overdue alternative to the standard mall piercing experience and believes that ear piercing is a milestone moment that should always be accessible, enjoyable and safe for all. Guided by this mission, Rowan has developed a successful partnership with Target to provide in-store piercings to consumers across the country. Currently located in over 250 Target locations nationwide, Rowan will be rapidly expanding to over 600 locations in early 2022. Rowan currently has two brick-and-mortar locations open in New York City and Connecticut, with additional locations opening in Denver, Miami and Atlanta by Q1 2022.

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