Rowan is a piercing studio that’s debuting its first location in Utah on Friday, Nov. 1 at Station Park in Farmington.

“We’ve been hoping to expand into Utah for a while now and had been looking for a location that felt right for us,” said Rowan owner and founder, Louise Serene Schneider. “When we found Station Park, we loved the feel of the lifestyle center, and it was in need of an ear piercing studio. It was a natural fit.”

It will be the company’s 61st location opened in the United States, four years after the first brick and mortar store opened in 2020 and seven years since it was founded by Schneider in 2017. With the location in Station Park opening, the franchise will officially span across 29 states.

By the end of the year, four more stores will be opening across the country and Schneider says more locations are to come for Utah in the future.

Schneider first founded the company to satisfy the needs of her own family. Before Rowan, everywhere she looked she found impersonal experiences at a mall or an intimidating experience at a doctor’s.

“Ear piercing is a milestone that transcends culture, religion, age, and gender,” Schneider said. “When I sought to take my daughter to get her ears pierced several years ago, I was disappointed that I could not find any ear piercing location that was both safe and celebratory.”

Schneider comes from a line of medical professionals and was “looking to have someone well versed in blood borne pathogens, sterility, and ear anatomy perform the piercing.”

So she built Rowan to be different by providing a “fun, celebratory and safe ear piercing experience for everyone that can also be affordable.”  

“I’m proud that Rowan offers ear piercings by licensed nurses only with hypoallergenic earrings always,” she said.

The ear piercing company is unique because certified and licensed nurses are the only ones to give piercings with clear aftercare instructions on how to care for the new piercing. 

This nurses-only approach ensures that clients receive the highest level of care and safety throughout the piercing process, as certified nurses are trained in anatomy, infection control, and first aid. Their medical knowledge helps to minimize risks and enhance the overall customer piercing experience by fostering a sense of trust and security.

As part of the thorough aftercare provided by the studio, customers are given an “advanced aftercare solution” to take home to prevent infection and speed up the healing process.

This mentality has put the studio's “adverse outcome” rate at 1% compared to the industry average of 30%, according to a Rowan blog post.

Opening more than 60 locations in less than seven years is a feat. As a woman founder and owner, Schneider said what helped her was to not be afraid of change.

“Rowan has pivoted from an at-home piercing experience to a Target pop-up to nationwide brick-and-mortar studios,” she said. “What’s crucial is that your core brand values remain the same.”

Schneider said for them. safety and celebration have always been at the core of what they do. “Our goal has always been to bring the safest, most celebratory ear piercing experience to all, and with our brick and mortar locations, we are best able to service our customers.” λ