A startup called Studs wants to reinvent the ear-piercing experience for Generation Z. Today, consumers only have two options to choose from when they want their ears pierced — the traditional “mall piercing” experience that uses piercing guns often wielded by novices, or professional piercing parlors whose wide range of services often means that only a limited selection of jewelry for ears is made available. Studs, instead, aims to combine brick-and-mortar storefronts for needle piercing with an online retail destination where customers can shop for after-care items, single earrings, collections, earscapes, and more.

The company has now opened its first retail store in New York’s Nolita neighborhood as well as its online shopping site, and plans to expand to more physical locations by 2020.

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