Gill Lawrence did not invent piercing. She turned it into a premium experience — and that was enough.
Gill Lawrence, founder of Covetear, did not invent piercing.
She transformed it into a premium experience built around fine jewelry, beautiful studios and personal milestones. Same service. Completely different business.
Founders get stuck waiting for an original idea. Meanwhile the biggest opportunities are sitting inside categories everybody already understands and nobody has bothered to make beautiful.
Reinvention can be as powerful as invention. Look at what people already buy and ask what it would take to make them care about it again.