99 Cent Body Jewelry.com was a subdivision of LA Silver Inc., founded by Mike in Los Angeles in 1991. La Silver initially specialized in selling silver jewelry. Through this route, they expanded their product line to include silver ear studs and later silver nose jewelry such as nose rings and nose studs. By the late nineties, the company had grown substantially, and body jewelry was quickly becoming a mainstream trend. Since many of their customers were in need of steel body jewelry, they eventually added these items to their product line. However, since silver jewelry and steel body jewelry demanded different pricing strategies by the year 2000, they ultimately decided that creating a subdivision dedicated to body jewelry would be best. Recognizing the significant demand for affordable wholesale body jewelry, they focused on selling all of their piercing supplies in pre-packaged assortments. This led to them being known as the source of wholesale body jewelry at the lowest prices. They were also one of the very first body jewelry companies to use the Internet, and in 2002, they launched their own website, www.99CentBodyJewelry.com. Initially, they also worked with paper body jewelry catalogs, but by 2003, they had already transitioned to a fully functional e-commerce store selling wholesale body jewelry. They also welcomed international orders from the beginning, greatly expanding their geographic reach. Being an early adopter really paid off for them, and they became one of the world's largest and most well-known wholesale body jewelry websites. Between 2005 and 2015, 99 Cent Body Jewelry.com was undoubtedly one of the top 3 wholesale body jewelry websites in terms of sales volume and popularity.