Studs
Studs is a New York-based ear piercing and jewelry retailer operating 26 studios across 17 US states alongside a direct-to-consumer e-commerce platform. It targets Gen Z and millennial consumers with professional needle-based piercing services and its proprietary Earscape® flatback jewelry system.
- Company typePrivate
- Founded2019
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Studs does
Studs is a New York-based ear piercing and jewelry company founded in 2019, operating 26 physical studios across 17 US states alongside a direct-to-consumer e-commerce platform. The company targets Gen Z and millennial consumers seeking a modern, experiential alternative to legacy mall-based piercing retailers, explicitly positioning against Claire's through needle-based professional piercing, premium materials (implant-grade titanium, 14K gold), and personalized ear curation. Pricing spans $12 accessories to $298 premium 14K gold sets, with a complementary $40 piercing service bundled to online orders above $200 to drive cross-channel conversion.
The core product architecture centers on the proprietary Earscape® system: flatback studs paired with 6mm titanium post backings (18G, 1mm thick) engineered for 24/7 healed-piercing comfort and interchangeable ear-stack styling. The assortment is organized across flatbacks, clickers, hoops and huggies, traditional studs, curated Earscape Sets, and themed mystery bundles, plus accessories such as the Flatback Insertion Tool. Studs supplements retail with the Studs Academy apprentice program, which trains in-house piercers in needle-based technique, and an (Ear)ducation content hub that supports SEO and brand authority.
The business model is omnichannel DTC retail combining one-time-purchase earring sales with in-studio professional piercing services. Go-to-market emphasizes organic social discovery (Instagram, TikTok, Pinterest) and content-led acquisition. Backed by a $20M Series B in October 2021 led by Spark Capital with Thrive Capital, First Round Capital, Lerer Hippeau, and G9 Ventures — on top of a $3M 2019 seed led by First Round — the company has scaled from a pandemic-era ~30x e-commerce lift to a national 26-studio footprint spanning 17 states.
Studs firmographics
Firmographics- Name
- Studs
- Legal name
- Studs
- Website
- https://studs.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Studs is a New York-based ear piercing and jewelry retailer operating 26 studios across 17 US states alongside a direct-to-consumer e-commerce platform. It targets Gen Z and millennial consumers with professional needle-based piercing services and its proprietary Earscape® flatback jewelry system.
- Ownership category
- akta.pro rank
Studs industry classification
Industry- Product category
- Ear Piercing & Jewelry Retail
- NAICS
- Jewelry Retailers (45831)
- SIC
- Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Custom Body Jewelry & Piercing Jewelry (Made-to-Measure) (CRAKAHAL)
- akta.pro secondary industries
- Custom/Bespoke Jewelry Retail Studios (CRAKAGAJ), Body Jewelry (Piercing Jewelry; Non-precious) (CRAKABAG)
Keywords
Where Studs is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices18 records
Markets served
Studs business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Infrastructure
Revenue model
- Earring and Jewelry Sales: Direct-to-consumer sales of earrings including flatbacks, clickers, hoops, huggies, studs, and dangles. Products range from $12 accessories to $298 premium 14K gold sets. Also includes curated bundle sets and mystery sets.
- Piercing Services: Professional ear piercing services offered at 26 studio locations. Piercing service valued at $40 and offered free with online orders of $200 or more.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Entry-level products including accessories and micro studs |
| Unit Pricing | Pay-as-you-go | Mid-range gold-plated and CZ stone earrings |
| Unit Pricing | Pay-as-you-go | Premium 14K solid gold and high-end flatback sets |
| Unit Pricing | Pay-as-you-go | Mystery and bundle sets |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels5 records
Studs product offering
Product offeringCore offering
Studs operates a chain of 26 modern ear piercing studios across 17 US states where trained piercers use needles (not guns) to deliver professional ear piercing services, paired with a direct-to-consumer e-commerce platform selling proprietary earrings and piercing jewelry. The core product portfolio centers on the Earscape® personalized ear curation concept, encompassing flatback studs, clickers, hoops and huggies, classic studs, 14K gold styles, titanium styles, curated Earscape sets, mystery sets, and accessories such as the Flatback Insertion Tool.
Product overview
Studs is a modern ear piercing and jewelry company operating both ear piercing studio locations and a direct-to-consumer e-commerce platform. The company offers a unified customer experience combining in-person piercing services at 26 US studio locations with an online shop for earrings and piercing jewelry. The core product portfolio centers on the Earscape® concept—a personalized approach to ear piercing and earring stacking. The main product categories include Flatbacks (flatback studs), Clickers (seamless hoop earrings), Hoops and Huggies, and traditional Studs. Studs offers jewelry in various materials including 14K Gold Styles (solid 14K gold with titanium posts), Titanium Styles (anodized implant-grade titanium), and Gold Plated options. The company bundles products through curated Earscape Sets (including Flatback Sets, Clicker Sets, and mystery sets) and sells individual accessories like the Flatback Insertion Tool. Piercing Services at physical studio locations and the training program Studs Academy support the retail and e-commerce offerings.
Differentiator
Problem solved
Functional benefit
Products and services
- Flatbacks Flatback stud earrings that lay flat against the back of the ear for comfort, made with hypoallergenic titanium posts and available in 14K gold, CZ, and titanium options; designed for 24/7 wear in healed piercings.
- Clickers Seamless hoop-style earrings that lock securely with a click mechanism, available in various sizes and styles including pavé, CZ, and solid metal options.
- Hoops and Huggies Hoop and huggie earrings designed for comfort and visual impact, intended for making statements in various ear placements.
- Classic Studs Classic stud earrings in gem, solid metal, and decorative shape styles.
- Dangles Dangle-style earrings offered as part of Studs' core earring assortment.
- 14K Gold Styles Premium jewelry line crafted with solid 14K gold tops and titanium post backings, marketed as ultra-durable and tarnish-proof, priced from $125 to $298.
- Titanium Styles Hypoallergenic, implant-grade titanium earrings, including options with anodized gold tones achieved through an electrical color process rather than plating.
- Gold Plated Styles Gold-plated earrings positioned as the accessible mid-tier material option, priced from $28 to $88.
- Earscape Sets Expertly curated bundles of Studs' best-selling earrings (Flatback Sets, Clicker Sets, and mystery sets) designed for effortless styling and sold at a discount to buying items individually.
- Mystery Sets Limited-edition themed mystery sets offering curated combinations of earrings at a discounted price ($40 for 3 earrings versus a regular retail value of $120).
- Accessories (Flatback Insertion Tool) Piercing accessories including the Flatback Insertion Tool, which is designed to help guide posts for quick and safe jewelry changes.
- Gift Cards Digital gift cards available for purchase on the Studs website and redeemable for any Studs products or services.
- Piercing Services Professional ear piercing services performed by trained piercers using needles (not guns) at Studs retail studio locations across the US; $40 per service in-studio and complimentary with qualifying online orders of $200+.
Quantifiable outcome
- E-commerce sales increased 30x during the pandemic
- +1 more outcomes
Companies that use Studs
Customer profileSegments1 record
Ideal customer profiles1 record
Studs technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Studs partnerships and signals
Strategic signalScale indicators5 records
Recent moves6 records
Expansion highlights2 records
Studs competitors and assessment
Company assessmentDirect peers
- Catbird: Catbird is a Brooklyn-based piercing-focused jewelry retailer with a curated ear-styling philosophy and own-brand jewelry. It targets a similar audience as Studs and overlaps in the ear-curation, needle-piercing, and fine-jewelry category.
- Mejuri: Mejuri is a modern direct-to-consumer fine jewelry brand targeting similar Millennial/Gen Z consumers with accessible-luxury pricing. While primarily e-commerce, its brand positioning and pricing architecture overlap with Studs' premium 14K line.
- BaubleBar: BaubleBar is a fashion jewelry brand offering affordable, trend-driven earrings and accessories with a similar Gen Z/Millennial customer base. It competes with Studs' lower-priced tier but lacks the piercing service offering.
- Aurate: Aurate is a New York-based modern fine jewelry brand selling 14K gold pieces direct-to-consumer. It overlaps with Studs in accessible-luxury gold jewelry pricing and Millennial/Gen Z target demographic.
- Rowan: Rowan is a piercing-focused startup offering in-studio ear piercing with needle-based services and curated piercing jewelry, directly mirroring Studs' studio-and-jewelry model for similar Gen Z/Millennial customers.
- Gorjana: Gorjana is a California-based jewelry brand offering everyday fine and fashion jewelry across DTC and physical retail. It overlaps with Studs on styling-focused, layerable jewelry and physical retail presence in similar markets.
- Claire's: Claire's is the legacy market leader in ear piercing and fashion jewelry with thousands of mall-based locations globally. It is the incumbent Studs is explicitly positioned against, with similar service offerings at lower price points.
Broad incumbents
- Brilliant Earth: Brilliant Earth is a fine jewelry retailer focused on ethically sourced diamonds and engagement jewelry. It overlaps with Studs in modern, Millennial-targeted jewelry retail and DTC/storefront omnichannel strategy, though it specializes in bridal.
- Pandora: Pandora is a global jewelry powerhouse with thousands of retail locations and a broad charm-and-earring assortment. It is a broad incumbent competing in the same category but lacks Studs' piercing-service focus and Millennial/Gen Z digital-native positioning.
- Kendra Scott: Kendra Scott is an established jewelry brand with a sizable retail footprint and accessible-luxury positioning. It overlaps with Studs on female Millennial customer base and gold-toned everyday jewelry but operates as a broader lifestyle brand.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Studs social profiles
Digital presenceStuds financial estimates
Financial estimateRevenue estimate
Valuation estimate
Studs leadership team
Management profileNumber of profiles
Profiles4 records
Studs funding detail
Funding detailFunding overview
Funding rounds2 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Studs M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Studs
What does Studs do?
Studs operates a chain of 26 modern ear piercing studios across 17 US states where trained piercers use needles (not guns) to deliver professional ear piercing services, paired with a direct-to-consumer e-commerce platform selling proprietary earrings and piercing jewelry. The core product portfolio centers on the Earscape® personalized ear curation concept, encompassing flatback studs, clickers, hoops and huggies, classic studs, 14K gold styles, titanium styles, curated Earscape sets, mystery sets, and accessories such as the Flatback Insertion Tool.
Is Studs a public or private company?
Studs is a private company. It is classified as venture growth investor backed and is currently operating.
When was Studs founded?
Studs was founded in 2019. It employs 101 to 250 people.
Where is Studs based?
Studs is headquartered in New York, United States, in the North America region.
How does Studs make money?
Two revenue lines are on record. Earring and Jewelry Sales are the primary driver. The others are piercing Services.
Who are Studs's main competitors?
Direct peers on record are Catbird, Mejuri, BaubleBar, Aurate, Rowan, Gorjana and Claire's. Broad incumbents are Brilliant Earth, Pandora and Kendra Scott.
Does Studs have an API?
No public API is recorded for Studs.
What industry is Studs in?
Studs's product category is Ear Piercing & Jewelry Retail. Its primary akta.pro industry code is CRAKAHAL, Custom Body Jewelry & Piercing Jewelry (Made-to-Measure), with a secondary code of CRAKAGAJ, Custom/Bespoke Jewelry Retail Studios. Its NAICS code is 45831 and its SIC code is 5944.