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Founder of The Jewels Club, Andrew creates platforms that connect the world of jewellery through community, content and access.
Retail has changed. Consumers no longer visit stores simply to buy products. Increasingly, they are looking for experiences, expert advice and services that cannot be replicated online. For jewellers, pharmacies, beauty retailers and department stores, that shift presents both a challenge and an opportunity.
According to Joanna Merrison, Marketing Manager of Goodman Bros, professional ear piercing has become one of the most effective ways for retailers to create meaningful customer experiences while building long-term loyalty.
Unlike many retail purchases, ear piercing doesn’t end once the transaction has been completed.
Customers often return to purchase aftercare products, additional earrings and further piercings, while families who visit for a child’s first piercing frequently become repeat jewellery customers in the years that follow.
For retailers, this creates opportunities that extend well beyond a single appointment.
Professional ear piercing introduces new customers to the business, encourages repeat visits and creates natural conversations around jewellery, gifting and personal style.
In an era where customer loyalty is becoming increasingly valuable, those additional touchpoints can make a significant commercial difference.
The Inverness Professional Ear Piercing System supports retailers around the world
One of the biggest advantages of professional ear piercing is that it creates something online retailers simply cannot offer — an experience.
A piercing appointment transforms an ordinary shopping trip into a memorable occasion. Whether it’s a child’s first pair of earrings, an additional lobe piercing or a new addition to a growing ear stack, customers are investing in an experience rather than simply purchasing a product.
That experience naturally creates what Goodman Bros describes as retail theatre.
Customers stop to watch, conversations begin and appointments often introduce entirely new visitors to the business. It becomes another reason for people to choose the high street over online shopping.
Professional ear piercing creates memorable first moments for every generation
For more than 45 years, the Inverness Professional Ear Piercing System has supported retailers around the world.
Today, it is used in jewellery stores, department stores, pharmacies, salons, medical practices and specialist piercing businesses across more than 70 countries, having been used to pierce over 200 million pairs of ears.
For retailers, that longevity offers reassurance that they are investing in a system with an established global reputation.
Goodman Bros has partnered with Inverness since 2018 and, since 2022, has been the exclusive UK and Ireland distributor of the Inverness Professional Ear Piercing System. Alongside supplying the products and equipment, Goodman Bros provides accredited training, merchandising support, marketing materials and ongoing business development to help retailers successfully introduce professional ear piercing into their business.
Many consumers still refer to every retail ear piercing device as a “piercing gun”.
However, modern professional ear piercing systems have evolved considerably.
The Inverness Professional Ear Piercing System uses a hand-pressured instrument rather than a traditional spring-loaded mechanism. Each sterile piercing earring remains fully enclosed within a tamper-resistant capsule until the point of piercing, helping to minimise handling before use.
The system also incorporates the exclusive Safety Back™, designed to help protect the piercing tip while allowing appropriate space around the earring during the healing period.
Together with specially designed piercing earrings featuring ultra-thin posts and finely honed piercing tips, these features have been developed to support a smooth and professional piercing experience.
“Retailers are continually looking for ways to encourage customers through the door,” says Goodman. “Professional ear piercing gives them a reason to visit, creates memorable experiences and often becomes the beginning of a much longer relationship.”
Joanna Merrison, Marketing Manager of Goodman Bros
Joanna Merrison, Marketing Manager
Retailers introducing a new service also want confidence in the company behind it.
The Inverness System is registered with the U.S. Food and Drug Administration (FDA) as a Class I Medical Device, with piercing earrings supplied pre-sterilised in tamper-resistant cartridges.
Since 2012, Inverness has formed part of the Richline Group, a wholly owned subsidiary of Berkshire Hathaway. Richline is certified by organisations including the Responsible Jewellery Council, Fair Labor Association, SEDEX and UL, reflecting the group’s commitment to responsible business practices.
Inverness products are also never tested on animals.
Introducing professional ear piercing is about far more than purchasing equipment.
Goodman Bros works alongside retailers throughout the process, providing accredited training, merchandising support, marketing materials and ongoing business advice to help businesses build confidence in offering the service.
That support extends beyond launch, helping retailers maximise the long-term value of professional ear piercing within their wider business.
The demand for professional ear piercing continues to expand beyond traditional jewellers.
One recent example is beauty brand P.Louise, which has selected the Inverness Professional Ear Piercing System for its new 19,000 sq ft flagship store at Trafford Palazzo in Manchester.
Goodman Bros has already trained 28 members of the P.Louise team, with a further 20 colleagues due to complete training ahead of the full rollout.
The partnership demonstrates how businesses across multiple retail sectors are recognising the commercial value of combining products with professionally delivered services.
P.Louise is bringing professional ear piercing to its new Manchester flagship
Retail is becoming increasingly experience-led.
Customers still value beautiful jewellery, but they also value expertise, confidence and memorable in-store moments. Professional ear piercing brings all three together.
For retailers looking to differentiate themselves from online competitors, attract new customers and encourage repeat visits, introducing a professionally supported ear piercing service could prove to be one of the most effective investments they make.
Goodman Bros is the exclusive UK and Ireland distributor of the Inverness Professional Ear Piercing System, supporting retailers with accredited training, merchandising, marketing support and ongoing business development.
To find out how professional ear piercing could benefit your business, visit the Goodman Bros website or speak to the Goodman Bros team about becoming an Inverness retail partner. goodman-bros.com/brands/inverness/
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