Six years ago, Lisa Bubbers was working as a consultant to startups looking to figure out their early marketing creation strategies. It took a visit to a tattoo parlor for a piercing to elicit the “light bulb moment” that led to her founding of ear-piercing studio Studs with Co-Founder Anna Harman in 2019.

“No one has reimagined ear piercing for a Gen Z and millennial audience,” said Bubbers. She noted a white space in the market as younger consumers sought out a hospitable, design-driven experience at the same time that multiple piercings trended in popularity amid the softening of workplace dress codes. Studs now has 27 locations in 12 states and Washington, D.C., with another three studios planned by the end of 2024.

Read more: How Studs is attracting older Gen Zers and millennials

Though venture capital-backed Studs runs some paid ads on Instagram, the brand spends less than 5% of revenue on advertising; it invests in brand collaborations to drive awareness and foot traffic instead. All advertising is created internally by Studs’ four-person marketing team, according to Bubbers, a Los Angeles native who moved to New York nearly two decades ago.

“We’ve always been a very brand-driven and brand marketing-driven company,” she said, noting that Studs makes a habit of inserting itself into pop culture conversations in fun and unexpected ways. “You are getting an ear piercing—it’s not the dentist. You’re doing this for self-expression and self-adornment.”

Studs has recently designed collections with digital creator Serena Kerrigan, burger chain Shake Shack and beauty brand Tower 28. It also brought a mobile piercing trailer to Las Vegas for BravoCon last year.

“Finding brands that are like-minded, like to make a cool capsule jewelry collection and find an original creative way to bring it to life—that’s a good recipe for us,” Bubbers said.

Which entrepreneur do you admire the most and why?

Kendra Scott. Kendra Scott bootstrapped her business right after having her first child and since then has created an incredible jewelry empire. The brand consistently and uniquely delivers on what her customer wants while achieving massive scale. 

What’s currently on your bedside reading list?

“Get the Picture” by Bianca Bosker.

What is the best career advice you’ve gotten?

Being honest with yourself around your superpowers and strengths, and areas for improvement and growth, being open to and receptive to feedback from your colleagues, and investing in your own growth and development is the best advice I have received and I can give. 

Name one brand, other than the one you work for, that you admire.

Olipop.

What is your secret weapon for business success?

Listen to your customer. Invest in consumer insights to really understand who your customer is and how you can better serve them.