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Studs, next-gen version of Claire’s and Piercing Pagoda, is expanding

A start-up concept that aims to update the traditional mall ear-piercing experience has opened its second location.

Studs has opened its second store, at The Shops at Hudson Yards, in Manhattan. The company debuted last November, opening an 800-sq.-ft. sleek flagship, accented with neon yellow and silver details, in the city’s downtown Nolita neighborhood. 

The store, which features private rooms for piercing, has proved so popular that piercing appointments are often being booked out two months in advance. Studs uses needles for its piercing as opposed to the piercing guns typical used in mall stores. 

“There’s a lack of brands in the piercing and retail landscape that prioritize healthy needle piercing, offer a trend-driven product assortment and accessible pricing,” said co-founder and CEO Anna Harman when Studs first opened. “By having a singular focus on the ear piercing experience from start to finish, we’re confident that Studs can close the gap and deliver a service not only centered around ear piercing, but optimized for every possible need related to either piercing or jewelry in a way that no other brand is doing today,” 

At 150 sq. ft., the Hudson Yards location takes the key features of the flagship and adapts them to a smaller mall format. It’s located in a space that formerly served as an alcove for vending machines.

The small store offers Studs’ signature ear piercing services, with a flat fee of $35 for one hole ($50 for two), along with a limited selection of jewelry. 

Customers can also shop for jewelry and get after-care information on Studs’ e-commerce site.

The new location will allow Studs to test out a micro-retail concept as it continues to expand its retail formats at scale, from additional stores and shop-in-shops to pop-ups and mobile stores, the company said. 

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