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Piercing and Jewelry Firm Raises $3M, Opens First Store

It plans to open more locations in 2020.

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NEW YORK — Studs, a company that describes itself as “a new ear piercing experience,” announced that it is launching nationwide online and opening its first brick-and-mortar location in New York City’s Nolita neighborhood.

The company raised $3 million in funding led by First Round Capital with participation from Lerer Hippeau, as well as additional angel investors. Financing will be used for building retail locations, enhancing the ecommerce experience and expanding the Studs team.

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The company plans to expand its physical retail presence to additional locations in 2020.

Founded by Anna Harman and Lisa Bubbers, Studs was created to modernize the traditional “mall piercing” experience, according to a company press release.

“By combining healthy ear piercing services with omnichannel retail operations and a wide assortment of accessibly-priced earrings, the company offers consumers a seamless path for navigating the previously bifurcated piercing and jewelry landscapes,” the release states.

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Anna Harman, co-founder and CEO of Studs, said her company priortizes “healthy needle piercing” and offers a “trend-driven product assortment and accessible pricing.”

Hayley Barna, partner at First Round, said, “With the increasing demand for multiple piercings and jewelry styles becoming particularly trendy amongst this age demographic, tattoo parlors, which can be intimidating, expensive and limited in selection, have become more or less the default” for Generation members.

“I was fortunate to lead Studs’ first funding round and invest in two remarkable founders tackling a large market ready for a new service paradigm and brand voice,” Barna said. “This is a unique investment for First Round and we couldn’t be more excited to be breaking into the space with a brand that is so tapped into the mind of today’s consumer and ready to deliver to their high standards and ever-changing needs.”

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