Jewelers see the piercing phenomenon as a lucrative market

by | Jul 11, 2023 | ACCESSORIES, JEWELRY | 0 comments

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The way that people get pierced has evolved, and secondary holes are now so typical that jewelry designers are starting to see them as a potential sales channel.

Up until recently, secondary piercings were a way for young ladies to connect emotionally or a way to spice things up.

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Today, however, many ladies get piercings without any emotional justification, thinking getting a new hole to be as commonplace as purchasing a T-shirt. You would be hard-pressed to find a twentysomething New York female at any dinner table without a slew of secondary piercings.

The fad is widespread worldwide. In cities like Paris, London, and Berlin, many piercings are the norm. Even in conservative-leaning Seoul, South Korea, where tattoo artistry is prohibited without a doctor’s license, fashionable twentysomethings may be seen with several piercings all around the city.

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For sales, companies like Alison Lou, created by Alison Chemla, rely on second holes’ pervasiveness. This comes with the emergence of high-end piercing jewelry companies like Maria Tash and BVLA, which gave a once subculture type of ornamentation a high-end spin.

“I’ve even seen the change in myself, and I’m such a wimp,” the speaker said. It’s no longer a huge deal. Now I fear that if I go to lunch with friends on Sunday, they may suggest getting pierced. You can take an earring out and it will close up, so it’s not a permanent issue. It’s the additional something that I believe people simply put everywhere; it’s just like purchasing any other piece of jewelry,” Chemla remarked.

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Regarding changing views about body piercings, Pierce artist J. Colby Smith stated: “I believe it’s grown a lot more accepted. Everyone has a second or third hole; it’s simply trickled down and doesn’t feel like as large of a physical investment. It’s not only frightening.

The popularity of piercings has also influenced fashion design. J.W. Anderson drew inspiration from the ornamentation custom for his well-known Pierce bag, while prominent Lower East Side-based designer Sandy Liang added earrings to her denim lines.

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Alison Lou created a set of earrings for those who have many piercings.

Chemla exclusively sells her studs as singles, never in pairs, and she credits the single earring category with 40 percent of her sales. According to her, this proportion has been “slowly increasing with the number of piercings we have been seeing.”

Jennifer Fisher, a jewelry designer, also offers her earrings in singles. In June 2014, she introduced the singles category on her website, and she claims that this change resulted in a 40% rise in total earring sales. “Instead of buying a single pair of hoops, they now purchase five. It appears to be the standard today for ladies to have four piercings plus a cartilage piercing,” Fisher said.

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“Last week, I had a woman in my studio who had only two holes, and my staff was like, ‘Wow, only two?'” Though you now have just two, it’s as though you’re unique. Regarding the epidemic, Fisher said, “I feel like there are so many individuals who have pierced themselves everywhere that they’ve run out of room.

The owner of the Broken English jewelry chain, Laura Freedman, says that multi-piercing earrings account for 20% of her shops’ total sales. “We found that secondary and third piercing jewelry was our bread and butter as sales jumped. It quickly leaves the shelf. We sell a ton of stuff, so it’s definitely a market that shops shouldn’t overlook, according to lot her.

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The Maria Tash brand, which recently received a request to set up temporary piercing salons in major department stores from Liberty and Saks Fifth Avenue, is a retail partner of the Broken English shops. In the multiple piercing areas, Freedman also cited Chemla’s line as well as Celine Daoust, Anita Ko, and WWAKE as top performers.

In a retail activity that took place at Alison Lou’s Upper East Side boutique around the end of last month, about 30 customers bought earrings to be pierced there. Numerous females were seen instructing the piercer at the party to place their most recent stone “wherever there’s room,” left on their lobe.

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“It really seems like piercings are contagious,” said Colby Smith. I can envision myself moving between gatherings of friends or workplaces.

It’s not only about fine, tiny studs, as Fisher has seen females buying the same hoop type in graded sizes to create a cohesive appearance up the ear. Girls are coming in wanting to stack hoops, even enormous hoops, particularly in the summer.

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Chemla believes that second-hold earrings are in more demand from customers than conventional lobe pairs are. I usually think of the earrings I’m producing as second-hole studs while I’m designing them. It seems like it’s something that people are always seeking, more so for second hole studs than for ordinary hole earrings, she added.

For that reason, the designer has started making pairs of matching earrings, thus turning the ear into an ensemble. A bouquet of enameled gold flowers with smaller blossoms extending upward anchors one such set on the lobe. Customers may buy bits of Mr. Potato Head’s anatomy from another collection to recreate his famous facial expressions on their ears.

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According to Colby Smith, he foresaw this influx of piercing jewelry into the designer tier. “Investing in this sector is safer for them today. I always anticipated that things would change.

“Having more holes allows me to wear more jewelry, in my opinion. In general, ladies prefer jewelry, so it should be obvious. I knew the floodgates would flow if it were just a bit more socially acceptable.

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