Majors

Claire’s Is Giving Its Piercing Business a Trendy Makeover

MajorsJul 20, 2023

Claire’s Is Giving Its Piercing Business a Trendy Makeover

The retailer also has plans to open 50 new locations across Europe.

Pierced by Claire’s ad campaign
Claire’s has three major goals for 2023: revamping its piercing business and expanding its retail presence in Europe and with partner stores worldwide.
Hoffman Estates, Ill.—Claire’s, a go-to spot for ear piercings for more than 40 years, is revamping its piercing business.

The company has introduced “Pierced by Claire’s,” a new visual identity for the cornerstone service that exudes a “bold and inspiring attitude for this generation and the next.”

The rebrand will include a new logo and colorful imagery, backed by a marketing plan that includes television ads and a digital mascot named Pierce.

Pierce is described as “a digital character who personifies the joy of getting pierced with Claire’s trend-forward earring style and assortment.” He will guide customers through their piercing experience and earring shopping, supported by several other characters.

“For more than 40 years, we have created a deep connection with our consumers through our industry-leading piercing business, delivering an experience they can trust, styles that excite them and a memorable visit to Claire’s,” said Claire’s CEO Ryan Vero.

“Piercing creates a deep connection with our consumers and draws new people and returning customers to our brand and stores every year, and we are proud to build on that legacy to meet the next generation.”

As an added incentive to get pierced at Claire’s, stores will offer a “free earrings for a year” promotion, which allows customers to earn a free pair of earrings every month for a year when they get pierced in-store.

To showcase how shoppers can style their earrings, Claire’s is also promoting the idea of an “EarPrint,” a play on fingerprints because, it said, each person’s earring style is unique.

Shoppers are encouraged to show off their EarPrint and share how they express their personal style through multiple piercings.

“EarPrint reinforces Claire’s brand purpose of empowering young people to embrace and celebrate their individuality,” said the company.

To inspire new EarPrints, Claire’s Creative Director in Residence Nicola Formichetti used artificial intelligence (AI) to create digital images of different earring styles.

In the stores, shoppers will see new “Piercing Specialist” attire, pop-up piercing events, and new merchandise surrounding the launch.

“As we continue to transform into a global fashion brand powerhouse, we have elevated what makes Claire’s special and created immersive new experiences that envelop and inspire young people,” said Kristin Patrick, executive vice president and chief marketing officer. 

“Pierced by Claire’s builds on our purpose of self-expression with a reimagined piercing experience and a unique point of view that continues to embed us in culture and positions the brand for its future.”

 Related stories will be right here … 

The new campaign and offerings, which will coincide with back-to-school season in the U.S., also are available in the retailer’s new flagship location in Paris, which opened in March, as well as other locations in the European Union.

A Pierced by Claire’s piercing station in Paris flagship
The Claire’s flagship in Paris is equipped with a rebranded piercing station.


The company is expanding its presence in Europe after opening its first store in Milan in November 2012.

Claire’s currently has 40 stores across Europe, with plans to open an additional 50 locations this year, including 10 in Italy.

The expansion plan includes stores in Venice, Florence, Milan and Naples, and Rome, including a recent opening on the city’s high-end shopping street Via Del Corso.

“We see a strong desire for an enriched shopping experience and increased connections to our brand from our European consumers, so it was a natural next step for us to expand our presence,” said Richard Flint, president of Claire’s Europe.

In addition to its European expansion, Claire’s has also been growing its retailer partnerships in the U.S. and Europe.

Claire’s currently works with 2,100 partner stores, including Macy’s and Walmart in the U.S., Asda and New Look in the U.K., and European toy retailers Smyths, King Jouet, and Maxi Kids.

By the end of the year, Claire’s plans to have a presence in 3,000 retail partner stores worldwide.

Claire’s filed for Chapter 11 bankruptcy protection in 2018 as it battled over $1 billion in debt. It re-emerged later that year. In 2021, the retailer filed for an IPO, but it never came to fruition and was postponed earlier this month.

The Latest

Stock image of person holding shopping bags
Events & AwardsOct 29, 2025
October Brings Little Change to Consumer Confidence

Consumers are feeling more optimistic about their present situation while the short-term future remains a little scary.

Couture show
Events & AwardsOct 29, 2025
Couture Partners With Time to Watches

The company, which organizes a watch show in Geneva every spring, will bring a selection of watch brands to the 2026 Couture show in Vegas.

The Modern Guide to Vintage Jewelry by Beth Bernstein
TrendsOct 29, 2025
Beth Bernstein Releases Vintage Jewelry Guide

“The Modern Guide to Vintage Jewellery” follows the evolution of jewelry design from the ‘30s to the ‘80s with buying and styling advice.

Supplier Spotlight -Recorded-Webinar.png
Brought to you by
Watch: Introducing GIA Jewelry Services

Supplier Spotlight Sponsored by GIA

Collage of bug jewelry
EditorsOct 29, 2025
Why Creepy, Crawly Bugs Inspire Beautiful Jewelry

For her annual Halloween story, Senior Editor Lenore Fedow explores the symbolism behind spiders, beetles, and other eerie insects.

Weekly QuizOct 16, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Gem Awards 2025 at Cipriani New York
Events & AwardsOct 28, 2025
Meet the 2026 Gem Award Nominees

Notable jewelry designers, members of the press, and retailers are up for an award at next year’s gala.

Graphic for Jewelers of America’s 2025 State of the Industry webinar
Recorded WebinarsOct 28, 2025
Watch: The State of the Jewelry Industry

Leaders from Jewelers of America and National Jeweler discuss the gold price, tariffs, and more in this one-hour webinar.

DEBEERS_DAY4_DSC_1023-01_1872x1052.jpg
Brought to you by
DESERT DIAMONDS: The Newest Trend in Natural Diamond Jewelry

From sunlit whites to smoky whiskeys, introduce your clients to extraordinary diamonds in colors as unique as their love.

Eriness One of One Collection Rings and Necklace
CollectionsOct 28, 2025
Eriness Reflects on Life in ‘One of One’ Collection

After experiencing motherhood, growth, and loss, founder and designer Erin Sachse has created 10 irreplaceable jewels.

Napoleon’s diamond brooch and a pearl and diamond hair ornament
AuctionsOct 27, 2025
Napoleon Left This Brooch Behind, And Now It’s Up For Auction

It is part of Sotheby’s “Royal & Noble Jewels” sale along with an ornate hair ornament and an old mine-cut light pink diamond ring.

Marie Louise’s emerald necklace and earrings stolen in the heist at the Louvre Museum
CrimeOct 27, 2025
Arrests Made in Louvre Jewel Heist

One of the individuals was apprehended at the airport as he was trying to flee the country.

Hill Management Group
Events & AwardsOct 27, 2025
Hill Management Group Hired to Help Atlanta Jewelry Show

Hill Management Group will oversee, market, and produce next year’s spring show.

Bonhams New Bond Street London flagship
AuctionsOct 24, 2025
Bonhams Under New Ownership, Top Executives Replaced

London-based investment firm Pemberton Asset Management acquired the auction house for an undisclosed amount.

De Beers Diamond View Zoom machine with monitor
GradingOct 24, 2025
DMIA to Hold Diamond Testing Instrument Demo

The workshop will give attendees the chance to try out and ask questions about three different diamond verification instruments.

Two brooches stolen in the October 2025 heist at the Louvre Museum in Paris
CrimeOct 24, 2025
Video Emerges of Louvre Jewelry Robbers Fleeing the Scene

The footage shows two of the jewelry heist suspects descending from the second floor of the museum and then escaping via scooter.

Wyld Box Jewelry Ray of Light Large Drop Earrings
CollectionsOct 24, 2025
Piece of the Week: Wyld Box Jewelry’s ‘Ray of Light’ Earrings

Founder and designer Rosanna Fiedler looked to a vintage Cartier clutch when designing the sunlight-inspired drop earrings.

Tiffany & Co. Bird on a Rock pendant
FinancialsOct 23, 2025
Jewelry Sales Resilient Despite Struggles at LVMH, Kering

The luxury conglomerates faced a challenging Q3 amid geopolitical and economic tensions.

Cullinan Diamond Mine plant
SourcingOct 23, 2025
Petra Diamonds Turns to Shareholders to Raise Capital

The struggling diamond mining company, which owns the historic Cullinan mine, has launched a rights issue to raise about $25 million.

Million Dollar Hip Hop Watches by Leon Schäfers, Jeanette Lang, Tobias Kargoll
WatchesOct 23, 2025
‘Million Dollar Hip Hop Watches’ Recounts Watch History

The book details the journey of watches as symbols of hard-earned success in hip-hop for artists like 2Pac, Jay-Z, and more.

Alexis Vourvoulis
AuctionsOct 23, 2025
Freeman’s | Hindman Names New VP, Senior Specialist for Jewelry & Watches

Alexis Vourvoulis, who most recently worked at Tiffany & Co., brings more than two decades of jewelry experience to her new role.

Taylor Swift engagement ring Greenwich St
TrendsOct 22, 2025
The Taylor Swift Effect: Antique Diamonds Edition

The superstar’s August engagement put the stamp of approval on an already hot engagement ring trend.

Rahaminov Diamonds Emerald-Cut Diamond Bracelet
TrendsOct 22, 2025
Don’t Forget These Diamond Jewelry Trends When Stocking for the Holidays

Retailers should offer classic styles with a twist that are a perfect fit for layered looks, experts say.

Fancy vivid purplish pink diamond
AuctionsOct 22, 2025
Pink Diamond, Vanderbilt Jewels to Headline Phillips’ Geneva Auction

The nearly 7-carat fancy vivid purplish pink diamond could sell for around $9 million.

“Storied Diamond Desert Sands of Eternity” engagement ring and wedding band
SourcingOct 22, 2025
In ‘Storied Diamond,’ Jared Jewelers Is Emphasizing the Journey

The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.

Tiffany & Co. Bird on a Rock by Tiffany High Jewelry Lariat
CollectionsOct 22, 2025
Tiffany & Co.’s ‘Bird on a Rock’ Finds New Perch

Chief Artistic Officer Nathalie Verdeille has reimagined the iconic design in both figurative and abstract creations.

Jewelers for Children Halloween contest
Events & AwardsOct 22, 2025
JFC Kicks Off Halloween Costume Challenge

Five dollars buys one vote toward an industry professional you want to see dressed up as a hero, or a villain, this Halloween.

Hillsborough show
Events & AwardsOct 22, 2025
Hillsborough Antique Show Gets New Owner

Recently acquired by KIL Promotions, the November edition of the public show in San Mateo, California, will be held Nov. 7-9.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy