Branding 101 teaches that effective, attention-grabbing design starts with an extraordinary in-store experience. If customers expect a square box, why not surprise them with a tube? It seems simple enough, yet the square-shaped jewelry box remains the industry standard. Entrepreneur Louisa Serene Schneider is a prime example of how a typical childhood milestone can be developed into an industry-disrupting business venture. Inspired by the less-than-ideal options available when her daughter was ready to get her ears pierced, Schneider knew she could do better. Applying her background in finance and retail, she created Rowan, a safe, high-quality, and unexpectedly fun brand providing ear piercings that are always performed by licensed nurses only with hypoallergenic earrings.
Schneider knew the business would need to appeal broadly to make an impression and retain loyal customers, so her vision was eventually extended to every aspect of the brand. Caroline de Lasa, Chief Brand Officer explains, “The Rowan branding was born out of the need to resonate with our broad demographic. We pierce the young and the young at heart, from ages 2 months to 100+. We believe innovative, approachable design is ageless, timeless, and genderless.” Made from clean metals and crafted to last, Rowan’s jewelry is ideal for new piercings. “Rowan earrings are the perfect gift. Everyone loves them,” says de Lasa.
Rowan’s commitment to offering a superior ear-piercing experience extends to every detail, including their packaging. When it came time for a packaging redesign, de Lasa remembered a saved Pinterest image from The Paper Tube Co. She knew a cylindrical shape would come as a surprise in a sea of right angles. “Our goal was to create the unexpected and introduce the Rowan customer to a celebratory ear piercing experience, presenting new ways to interact with the brand at every touchpoint starting with the packaging!” she remarks.
The result was a hit. Rowan enhanced their new brand identity with paper tube boxes. The fun shapes and colors became an important aspect of the brand and are often used in the visual merchandising of their 50 stores nationwide. “With a packaging solution that is not only aesthetically appealing but also multi-use and sustainable, we can’t help but make them part of the experience,” de Lasa says. “We feel especially proud of the sustainability aspect,” she explains. “Because the foam inserts within the tubes aren’t glued in place, customers are encouraged to repurpose their tubes—as a keepsake for anything and everything.”
Rowan’s packaging was designed to elicit an emotional response, another important element of a successful brand strategy. The playful color pairings and hidden messages within the tubes are unexpected, delighting customers of all ages and enhancing the buying (and gifting!) experience.
Rowan’s dedication to customer care is evident in every aspect of the brand. Unlike other piercing options that might feel impersonal or intimidating, Rowan’s piercings are performed exclusively by licensed nurses. This ensures a clean, safe, and inviting environment, instilling confidence in what can, for some, be a scary experience. The Rowan Clinical Piercing Standard, which includes a meticulous aftercare process, results in less than 1% adverse outcomes—as opposed to the industry average of 30%. This attention to detail underscores Rowan’s commitment to safety and comfort, making each piercing a celebration.
Rowan jewelry uses only premium, hypoallergenic metals, including 14K solid gold, gold vermeil,14k over sterling silver, and sterling silver. “Aftercare is not an afterthought, it is an integral part of the piercing experience,” declares de Lasa proudly. “We want to ensure our customers heal happily and confidently, knowing they made the right choice with Rowan.” This meticulous attention to detail underscores the brand’s dedication to providing a superior customer experience at every opportunity.
Rowan continues to grow, recently celebrating the opening of their 50th U.S. studio. Their collaboration with The Paper Tube Co. exemplifies how thoughtful packaging can enhance the in-store and at-home experiences for customers, making each purchase memorable and meaningful. By choosing innovative and sustainable packaging, Rowan has created a unique customer experience that stands out in the jewelry industry.
