Q&A With Top Women in Retail Honoree Louisa Schneider, CEO, Rowan

Women in Retail Leadership Circle (WIRLC) recently released its 15th annual Top Women in Retail report. The valuable resource highlights female executives who impressed our Editorial team as well as colleagues from the industry. Louisa Schneider, CEO of Rowan, is one such example. Here’s a sampling of Louisa’s interview featured in the report.

Women in Retail Leadership Circle: Since being founded in 2018, Rowan has grown to nearly 65 stores with a $100 million annual run rate. What were the critical strategies that drove this growth?
Louisa Schneider: We began as an at-home piercing service in the New York metropolitan area, and over time our customers began asking if we had a physical location. Listening to their requests, we expanded our presence and opened our first brick-and-mortar store on Manhattan’s Upper East Side, a neighborhood where we had already cultivated a loyal customer base. Our success there caught the attention of Target, and soon after we were launching Rowan pop-ups in over 300 Target locations nationwide. With each of our new brick-and-mortar locations, we strategically chose areas where we had already built recognition through our Target partnerships.

Today, we do extensive market research before entering a new location. We identify the most promising new locations for our piercing experience, and analyze the market, traffic patterns and core target demographics. Once those sites are selected, we carefully scout every location to ensure they align with our brand and offer the perfect environment for our customers.

WIRLC: What role does social media and digital marketing play in Rowan’s growth, especially with younger demographics?
LS: Social media and digital marketing are essential to Rowan’s growth, especially in connecting with younger demographics. We’ve established a significant presence across both paid and organic channels, making sure we meet our customers where they are. By focusing on platforms our audience actively uses, we’re able to deliver the same high-quality brand experience and perspective they expect from us, both online and offline.

Our brand is deeply committed to building communities, and we extend that ethos into the digital space by fostering meaningful engagement and conversations. Influencers also play a pivotal role in amplifying our message and building awareness, especially in key markets and communities. Through these efforts, we continue to strengthen our connection with our audience and expand our reach.

WIRLC: At the end of 2022, when Rowan had kiosks in about 300 Target stores, you famously stepped away from the partnership. Why did you do that, and what was the hardest part of making that decision?
LS: Target gave us credibility not only with customers but with nurses as well, and we’re so grateful for its partnership. It was a great partner! However, customers still thought they were getting piercings at Target, not at Rowan. As an entrepreneur focused on brand building and brand loyalty, I knew I couldn’t build my own brand within another company’s four walls. Once I realized that, I began focusing on building Rowan’s own studios. It was an incredibly difficult decision, but one I’m glad I made in the long run.

WIRLC: What advice would you give to entrepreneurs facing tough decisions, like the one you made with Target?
LS: Trust your intuition. As a business owner, you’ll face a lot of difficult decisions. While it’s important to weigh the benefits and risks, it’s also important to trust your instincts. You can often feel what’s best for your business because you created it. Deciding to leave Target was one of the most difficult decisions I’ve made as a business owner, but it was crucial in order to succeed as a standalone business.

WIRLC: What’s a lesson you learned that changed you as a leader?
LS: Balance is crucial. Fill your team with people whose strengths are your weaknesses and who can provide a perspective different from your own.