Have you ever walked away from a secure, high-paying job to chase a wild idea? Most people would call that crazy, but for one woman, it was the spark that ignited a $70 million empire. Picture this: a former Wall Street executive, trading boardrooms for an attic workspace, betting everything on a vision no one else saw. That’s the story of a trailblazer who turned ear piercing into a revolution, blending safety, style, and a whole lot of grit. This isn’t just about earrings—it’s about rewriting the rules of success.
From Corporate to Creative: A Bold Leap
Leaving a cushy C-suite job isn’t for the faint of heart. For this entrepreneur, who we’ll call the Piercing Pioneer, the decision came in 2017. After years of navigating the high-stakes world of hedge funds, she felt a pull toward something more personal, more meaningful. It wasn’t about escaping Wall Street—it was about creating something entirely new. “I was terrified,” she admitted in an interview with a business outlet. “For the first time, I didn’t have a steady paycheck, and I was working out of my attic.”
Why ear piercing? It wasn’t random. The idea stemmed from a deeply personal pain point: finding a safe and trustworthy place to get her daughter’s ears pierced. As a mother, she cringed at the thought of mall kiosks or jewelry stores with questionable hygiene. Her own childhood piercing experiences were less than stellar, and she knew there had to be a better way. That’s when the lightbulb went off—a business that combined medical precision with a celebratory experience.
“Ear piercing felt like a medical procedure to me, and I wanted it done with care and intention.”
– The Piercing Pioneer
Her background played a role too. With parents in the medical field, she understood the importance of safety in procedures like piercing. But it wasn’t just about sterile tools or trained professionals—it was about creating a moment families would cherish. That vision became the foundation of her company, which we’ll refer to as EarJoy, a nod to its joyful, customer-focused mission.
Starting Small, Dreaming Big
In the beginning, there was no fancy storefront or big-budget marketing. The Piercing Pioneer launched EarJoy from her attic in a quiet New York suburb. With limited funds, she took a scrappy approach, offering an at-home, concierge-style piercing service. Customers could book a nurse to come to their home for a professional piercing—think of it as a house call with sparkle. “We started with what we had,” she said, reflecting on those early days. “It was just me, a friend, and a network of nurses we trusted.”
That network was a game-changer. A connection at a prestigious university helped her recruit registered nurses, trained specifically in ear piercing. This wasn’t your average mall setup—these were medical professionals bringing expertise and care to every appointment. To complement the service, she introduced a subscription model for hypoallergenic earrings, priced at $20 a pair, encouraging customers to refresh their jewelry monthly.
- At-home piercing service: Nurses visited clients for a safe, personalized experience.
- Subscription earrings: Affordable, hypoallergenic jewelry delivered monthly.
- Nurse network: Built through trusted connections, ensuring professionalism.
It wasn’t glamorous, but it worked. Families loved the convenience and care, and word spread fast. Still, not everyone was convinced. “People thought I was nuts,” she laughed. “They’d roll their eyes when I said I was starting an ear-piercing business.” But she saw what they didn’t—a market ripe for disruption.
The Viral Moment That Changed Everything
Every startup dreams of a breakout moment, and for EarJoy, it came in late 2018. The Piercing Pioneer partnered with a digital influencer to promote her subscription jewelry line during the holiday season. The result? An avalanche of orders. “Hundreds and hundreds of boxes sold in minutes,” she recalled. It was thrilling—and overwhelming. With no infrastructure to handle the demand, she called in the ultimate reinforcements: her parents.
“My parents drove six hours to help me pack boxes in my attic. We worked nonstop for 48 hours.”
– The Piercing Pioneer
That chaotic moment was a turning point. The viral buzz proved EarJoy had struck a chord, but it also exposed the need for serious scaling. The attic wasn’t going to cut it anymore. It was time to raise funds and build a real business.
The Fundraising Rollercoaster
Fundraising is a grind, and for the Piercing Pioneer, it was no different. Armed with a growing customer base and a unique vision, she hit the road to pitch investors. The response? Crickets, mostly. “Fundraising is brutal,” she admitted. “You’re told ‘no’ over and over, and you have to keep believing in yourself.”
Part of the challenge was the market itself. Ear piercing didn’t scream “big business” to most investors—especially the male-dominated venture capital world. “They didn’t get it,” she said. “Most of them had never gotten their ears pierced, so they couldn’t see the gap I was filling.” It’s a classic case of perspective shaping investment. The piercing industry, dominated by outdated models, hadn’t evolved in decades. She saw a chance to modernize it, but convincing others took persistence.
Between 2018 and 2021, she scraped together $5 million in seed funding. By spring 2021, a Series A round brought in more, followed by a $20 million Series B that fall. “You just need one person to believe in you,” she said. That belief, coupled with her relentless drive, turned skeptics into supporters.
| Funding Round | Year | Amount Raised |
| Seed | 2018-2021 | $5 million |
| Series A | Spring 2021 | Undisclosed |
| Series B | Fall 2021 | $20 million |
By 2023, EarJoy was profitable, a rare feat for a young company. The funds fueled expansion, but the real magic was in the execution.
Scaling with Purpose
In 2019, a major retailer reached out with a game-changing opportunity: a partnership to set up piercing pop-ups in stores nationwide. By 2020, EarJoy had over 300 pop-up locations, bringing their nurse-led piercing model to the masses. Even during the COVID-19 pandemic, the company adapted, sending nurses to clients’ homes to keep the milestone moments alive.
That same year, EarJoy opened its first brick-and-mortar studio in New York City. Goodbye, attic; hello, polished retail. The shift marked the end of at-home services and subscription boxes, as the company doubled down on creating premium, in-person experiences. By 2022, the pop-up partnership ended—not because it failed, but because EarJoy’s own studios were outperforming expectations.
“Our studios let us control the experience, from the nurses to the vibe. It’s about joy, not just jewelry.”
– The Piercing Pioneer
Today, EarJoy boasts 90 studios across the U.S., with plans to hit 100 by the end of 2025. Revenue? A cool $70 million last year, with projections of $150 million in the near future. Not bad for a business that started in an attic.
Why Nurses Make the Difference
At the heart of EarJoy is its team of over 550 registered nurses. Unlike traditional piercing parlors, every procedure is handled by a trained medical professional, following a custom curriculum developed by the company’s medical board. It’s a level of care that sets them apart.
For nurses, it’s a chance to flex their skills in a creative, low-stress environment. Take Daniela, a New York City hospital nurse who moonlights at EarJoy. “It’s a refreshing change,” she shared. “At the hospital, it’s high-pressure. Here, I get to connect with clients, make them smile, and be part of a special moment.” Nurses earn $23 to $30 per hour, plus tips, depending on the location—a solid side hustle for those long hospital shifts.
- Specialized training: Nurses complete a unique piercing curriculum.
- Flexible work: Perfect for nurses seeking extra income on off days.
- Customer connection: Creating joyful, memorable experiences.
It’s not just about the piercing—it’s about the moment. Families leave with smiles, clapping, and a story to tell. That emotional connection keeps customers coming back, often for generations.
Lessons from the Journey
Building a $70 million business isn’t all glitz and glamour. The Piercing Pioneer faced countless setbacks—empty bank accounts, skeptical investors, and moments of self-doubt. “There were days I thought, ‘Can I really do this?’” she confessed. Yet, she kept going, driven by a belief in her vision and the joy it brought others.
Her story offers a few takeaways for aspiring entrepreneurs:
- Trust your gut: Even when others doubt you, believe in your idea.
- Start small: You don’t need a big budget to make a big impact.
- Embrace the grind: Success comes from persistence, not perfection.
- Know your why: A clear purpose keeps you grounded through tough times.
In my experience, the best businesses solve real problems in unexpected ways. EarJoy didn’t just sell earrings—it redefined a rite of passage. That’s the kind of thinking that turns an attic startup into a national phenomenon.
What’s Next for the Piercing Empire?
With 90 studios and counting, EarJoy shows no signs of slowing down. The company’s goal of 100 locations by 2025 is within reach, and revenue projections are soaring. But for the Piercing Pioneer, it’s not just about the numbers. “Every time I see a family celebrating a piercing, that’s when I know we’re doing something right,” she said.
The future looks bright, but it’s not without challenges. Scaling a business while maintaining quality is no small feat. Competition in the jewelry and piercing space is fierce, and customer expectations are higher than ever. Yet, with a loyal customer base and a unique model, EarJoy is well-positioned to keep shining.
“It’s about creating joy, one piercing at a time.”
– The Piercing Pioneer
Perhaps the most inspiring part of this story is its reminder that big dreams can start small. An attic, a bold idea, and a lot of heart—that’s all it took to build an empire. So, what’s stopping you from chasing your own crazy idea?
