Rowan ear-piercing studio opening in West Des Moines

• Her daughter's pediatrician didn't offer ear piercings, so Schneider felt stuck on where to go.
• Thus, the idea behind Rowan was born. Schneider, a former hedge fund manager, decided to start a business with a "medical approach" to ear piercings that was also a fun, colorful space to be in.

What they're saying: "Ear piercings are so often associated with a happy occasion," Schneider says. "We typically don't get our ears pierced alone. We do it with friends and family."

Details: Each of the piercers is a licensed nurse who uses either a single-use hollow needle or a hand-pressurized device, rather than a piercing gun.

• Rowan accepts walk-ins, appointments and "piercing parties" for larger groups.
• Piercings start at $35, plus the cost of the jewelry, which is all hypoallergenic.

Plus: Rowan offers ear piercings beyond just the lobe, including the helix and tragus — a trend that's popular not only with teens, but increasingly their moms as well.

• "This whole idea of self-expression is really being embraced, and we see it in the boardroom, CEOs having full stacks on their ears," Schneider says.