Rowan, a nurse-led ear piercing studio focused on medical-grade safety and hypoallergenic jewelry, is preparing to open a new location in San Diego’s Fashion Valley mall at 7007 Friars Rd.
The San Diego location is part of Rowan’s broader California expansion, which also includes upcoming stores in Torrance, Long Beach, and additional markets across the state, according to What Now Los Angeles. Founder and CEO Louisa Schneider said the brand is also targeting further openings in San Diego and Northern California. While an exact opening date for the Fashion Valley location has not been announced, customers can expect piercings performed exclusively by licensed nurses in a clinical yet retail-focused environment.
Rowan currently operates more than 100 locations nationwide and has been accelerating its growth after originally offering services inside Target stores through a partnership model. The company has since transitioned into standalone studios designed specifically for its piercing experience, with a focus on consistency, safety, and customer education.
Founded by Schneider after she struggled to find a safe and appropriate environment to have her daughter’s ears pierced, Rowan was built around a medical-first approach to a traditionally retail-driven service. The company trains licensed nurses through an internal curriculum and emphasizes its Clinical Piercing Standard, which includes hypoallergenic materials and oversight from a medical advisory board.
According to Rowan, its adverse reaction rate is under 1 percent, compared to an industry average of about 30 percent. The studio model is designed so customers can select jewelry at the front of the store before moving into dedicated piercing chairs, followed by aftercare guidance and product recommendations.
The Fashion Valley location places Rowan inside one of San Diego’s busiest retail centers, which draws consistent daily traffic from both local shoppers and visitors. The company’s mall based format is designed to integrate into high traffic shopping environments while maintaining its clinical service structure.
Schneider said the brand is targeting nine openings in California by the end of the year as part of a broader plan to reach 35 new stores nationwide. She also noted that Rowan’s long-term goal includes scaling to more than 1,000 locations while maintaining its nurse-led model.
