Why Athens is the New Creative Hub for Inspiring Ideas

From Attic to Empire: How a Former Wall Street Exec Built a $70M Business

Update From Wall Street to Attic: The Unlikely Journey of Louisa Serene SchneiderAt 48 years old, Louisa Serene Schneider made a bold choice that would pave the way for her amazing success. She left her elite Wall Street job behind and set off on a path that many would consider risky; she started a business from her attic that has now soared to impressive heights, generating $70 million annually. This remarkable transformation is not just about earning money, but about redefining the business landscape in the ear-piercing industry.Identifying a Gap in the MarketSchneider's journey began with a need—her own struggles to find a safe, reliable place to get her daughter's ears pierced inspired her to establish Rowan. With a mix of her family's medical background and her own experiences, she created a unique concept: ear-piercing clinics staffed by trained nurses. This approach ensures safety, a crucial aspect often overlooked in traditional piercing environments.Bootstrapping in the AtticOperating out of her attic, Schneider started small, offering at-home piercing services and subscription boxes for hypoallergenic earrings. Her initial marketing efforts were met with skepticism from many who doubted her business' viability. However, Schneider's resilience shone through. "People tell you that you're an idiot over and over again," she recalls, highlighting the emotional challenges of entrepreneurship.Pursuing Seed Funding Despite RejectionEven with positive customer feedback, gaining investor support proved challenging. Schneider faced numerous rejections, often from male investors who did not see the potential in a female-centric business. She emphasizes the importance of perseverance: "Eventually, you meet somebody that believes in you." After significant effort, she raised $25 million in seed funding between 2018 and 2021.Strategic Growth and PartnershipsRowan's growth trajectory accelerated when Target approached Schneider, leading to piercing pop-up locations across the country. By 2025, Rowan is set to expand to 100 studios and project revenues of $150 million. With over 550 nurses trained in specialized piercing techniques, Louisa proves that entrepreneurship can thrive even in unexpected environments.Building a Profound Customer ExperienceSchneider’s success is not only in numbers but also in the positive experiences she brings to her customers. "It’s about the joy we’re bringing with every piercing," she reflects. This unique approach to customer service coupled with sound business practices illustrates a larger lesson for aspiring entrepreneurs: always listen to your market and find spaces where safety and experience matter.The Lessons From Louisa’s JourneySchneider's story is a shining example of how innovative thinking and resilience can lead to tremendous success. It’s about more than just a multi-million dollar business; it’s about empowering nurses, providing safe experiences, and believing in one’s vision even in the face of adversity. For anyone contemplating that small idea or on the fence about taking the leap into entrepreneurship, Schneider’s journey serves as a source of inspiration and guidance.