The piercing paradigm has changed, with secondary holes becoming so commonplace that jewelry designers are beginning to consider them a sales opportunity. Until recently, secondary piercings were a sentimental bonding exercise amongst young women or an opportunity to add some pizazz.
But now, many girls receive piercings without emotional pretense — considering a new hole as routine as buying a T-shirt. Drop in on any dinner table full of twentysomething New York girls, and you’d be hard-pressed to meet an attendee without a fleet of secondary piercings. The trend is international. Multiple piercings are the norm in Paris, London and Berlin. Even in conservative-leaning Seoul, South Korea — where tattoo artistry is illegal without a doctor’s license — multiple piercings on style-conscious twentysomethings can be spotted across the city.
Brands like Alison Lou, designed by Alison Chemla, are counting on the omnipresence of second holes for sales. This follows the rise of luxury piercing jewelry brands like Maria Tash and BVLA — which brought a high-end angle to a onetime subculture form of adornment.
“I’ve even noticed [the change] in myself, and I’m such a wimp. It’s not a big deal anymore. Now I feel like if I’m at lunch with friends on Sunday, we’ll be like ‘let’s go get a piercing.’ It’s not a forever thing — you can take an earring out and it will close up. It’s just like buying any other piece of jewelry — it’s that extra something, I think people just place it wherever,” Chemla said.
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