Shoptalk Panel Reveals How Ever/Body and Studs Are Setting New Standards
In today’s competitive landscape, the barriers to creating a brand are lower than ever, but achieving sustained success is a whole different challenge. That’s the reality that brands like Ever/Body and Studs have tackled head-on. Both brands have pushed through market saturation with strategic, innovative approaches that challenge the status quo.
During Shoptalk’s Track Keynotes, Ellen Bower, CEO of Ever/Body, and Anna Harman, Co-Founder and CEO of Studs, sat down with Alexa Tietjen, Content Director of Shoptalk, to explore what makes their brands powerhouse contenders in today’s ever-shifting market. Here’s what e-commerce brands and content marketers can learn from their journeys.
1. Educating the Consumer: Beyond “Dr. Google” and the Superficial Piercing Experience
For both Ever/Body and Studs, education isn’t just a side benefit,it’s central to their customer experience.
Ever/Body, a clinically-backed dermatology service, navigates an environment where customers often turn to “Dr. Google” or “Dr. TikTok” for health and beauty advice. Ellen Bower emphasized the brand’s commitment to customer education, even when it means turning away guests seeking unnecessary treatments. By prioritizing honest, expert-driven guidance over short-term sales, Ever/Body is building trust and long-term loyalty in a crowded beauty market. Their proprietary tech portal allows clients to not only customize their treatment plans but also access personalized education about their skincare journey.
Similarly, Studs has bridged the gap between piercing services and jewelry shopping by offering a deeply personalized experience. They take piercing,an often overlooked service,and turn it into an educational process where customers learn about aftercare and styling, creating a new kind of post-purchase relationship. Their six-week paid training program for employees is a testament to their dedication to doing it right, turning a traditionally quick and casual procedure into a crafted experience where science and art meet.
2. Creating Inclusive, Customized Experiences
Inclusivity and customization are at the core of both brands. Ever/Body has made strides to ensure that its clinics are not only welcoming to all genders, skin tones, and backgrounds but also specifically designed to make people feel at ease. From gender-neutral spaces with custom wallpaper to letting guests choose their music during treatments, every detail is meticulously crafted to reflect the diverse clientele they serve.
Studs, while focused on a younger, millennial-driven audience, ensures that anyone from age 13 to 95 can enjoy their services. Whether you’re stepping in for your first piercing or adding to a well-established collection, Anna Harman sees Studs as a place where customers graduate from their early experiences at stores like Claire’s. It’s an inclusive space that aims to be both genderless and generationless, welcoming people from all walks of life.
3. Tech and Talent: Building for Longevity, Not Gimmicks
Both brands understand the power of technology,but they’ve drawn a clear line between what’s useful and what’s gimmicky.
At Ever/Body, technology is integral to the customer experience, but only in ways that add real value. Their client portal is a perfect example,allowing customers to engage more deeply with their treatment plans, it’s a tool that enhances their clinical journey. This approach helps them avoid the fate of becoming a “box shop,” focusing instead on high-quality services delivered by clinicians who have gone through a rigorous 500-hour training program. As they expand beyond New York and DC, this focus on quality and thoughtful tech integration will be key.
For Studs, technology plays a different role. In an industry often led by trend-driven gimmicks, Anna Harman emphasized the importance of using tech to improve,not complicate,the customer experience. Whether it’s through social media or user-generated content (piercings lend themselves naturally to viral moments), Studs maintains a focus on authenticity. Their influencer partnerships, such as their viral hot chocolate collab, are an example of creative tech-driven marketing that feels genuine and fun, not forced.
Conclusion: Lessons for E-Commerce Brands and Content Marketers
The success of brands like Ever/Body and Studs highlights the importance of merging thoughtful innovation with authentic customer relationships. By educating their customers, creating inclusive experiences, and leveraging technology in meaningful ways, they’ve carved out distinctive places in their industries.
For e-commerce brands and content marketers, the takeaway is clear: prioritize value-driven customer experiences, avoid superficial tech solutions, and always find ways to connect with your audience authentically. It’s no wonder these brands are powerhouses in the making, and their journeys offer a blueprint for others looking to break through the noise.