Direct-to-consumer jewelry brands are getting into piercings to engage Gen Z and Millennials.

Direct-to-consumer jewelry brands are getting into piercings to engage Gen Z and Millennials. Since Claire’s—once the go-to spot for piercing services—bankruptcy, brands like Stone and Strand have been adding similar services to their retail locations and pop-ups shops. Others like Rowan offer a monthly subscription box with safe piercings. Meanwhile, new startup Studs wants to create a whole retail experience around piercings to reach young consumers. (Glossy)