In late 2019, when Anna Harman and Lisa Bubbers launched ear piercing and pierced earring company Studs, providing IRL services was at the center of their business model. But then the pandemic hit. Today, e-commerce is every bit as important.

"In 2022, we're focused on both [channels]," said Harman, on the latest Glossy Podcast. "We want to really continue to invest in and grow the retail footprint, as well as grow the e-commerce business. We'd like them to be highly complementary to one another. The business will be more successful over time if both are key channels for us."

The company has raised more than $30 million to fuel that cross-channel growth. 

As for expanding its store footprint, Studs has a good start: Harman and Bubbers opened six new stores in 2021, and they plan to own more than 20 stores by the end of 2022.

"You have so many small college towns across the U.S. that have a really captive, large audience of a portion of our core demographic," said Harman. "And so we can have a really large store footprint through time. The opportunity for Studs is unbounded."

Outside of sales channels, Harman and Bubbers are focusing their efforts on expanding their in-house team and overall brand awareness. And, at every step, they plan to write their own playbook.

"Innovation and outside-the-box thinking and creation are what get us out of bed in the morning," Harman said.