MajorsJul 13, 2023
Signet Has Made Another AcquisitionMajorsJul 20, 2023
Claire’s Is Giving Its Piercing Business a Trendy Makeover
The retailer also has plans to open 50 new locations across Europe.
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 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.”
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.
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
AuctionsJun 10, 2026
31.62-Carat ‘Azure Blue’ Diamond Sells For $8M+ at Christie’sIt was a banner day for blue gemstones, with another blue diamond topping $8 million and a 41-carat sapphire going for $2.3 million.
CrimeJun 10, 2026
2 Suspects Arrested in Texas Jewelry Store RobberyThe men are believed to be part of the group of several masked suspects that robbed Marc Robinson Jewelers in April.
CollectionsJun 10, 2026
Sylvie Debuts ‘Elevated’ Bridal Collection Inspired By Designer’s RingThe bridal-focused brand is also launching its Custom Atelier this summer, a digital custom design tool for its authorized retailers.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
EditorsJun 09, 2026
Q&A: Al Cook on the Lab-Grown ‘Bubble,’ Dwindling Diamond Supply The De Beers Group CEO also discussed tariffs, Desert Diamonds, and the pending sale of De Beers in an interview with Michelle Graff.
Weekly QuizJun 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJun 09, 2026
Pride Month Panel to Highlight LGBTQ+ Jewelry VoicesThe panel discussion will feature LGBTQ+ leaders across the jewelry, luxury, and creative industries.
CollectionsJun 09, 2026
Marie Lichtenberg’s New Capsule Collection Is a Smash, LiterallyInspired by a locket that got run over, the “Smash” capsule collection reimagines the shape of Lichtenberg’s signature style.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
MajorsJun 09, 2026
Frederick Goldman Names Director of Sales for SoutheastThe company has promoted Katherine Whitacre to the role.
MajorsJun 08, 2026
Stuller Expands Selection of Lab-Grown Diamonds, Demi-Fine JewelryThe jewelry manufacturer has added Taylor Swift-esque diamond shapes, and more silver, gold vermeil, and gold-plated jewelry.
SourcingJun 08, 2026
Sally Morrison to Depart De Beers This Summer Morrison has been marketing diamonds on and off since the early 2000s and said she is leaving to “pursue new projects.”
TrendsJun 08, 2026
Amanda’s Style File: June’s Birthstone TrioThose born in June can celebrate with pearl, alexandrite, and moonstone jewelry.
TechnologyJun 08, 2026
Overnight Mountings Launches Ring Builder PlatformThe platform allows retailers to guide clients through a customizable engagement ring buying experience in a branded interface.
IndependentsJun 05, 2026
Pennsylvania Jewelry Store To Close After 79 YearsJim Springer, owner of Dunkelberger’s Fine Jewelry, is heading into retirement.
SurveysJun 05, 2026
Consumers to Cut Back on Spending Amid Rising Prices, Survey Shows When conducting its May consumer confidence survey, The Conference Board asked extra questions about consumers’ budgeting strategies.
CollectionsJun 05, 2026
Rebel Jewelry’s Charm Symbolizes Perseverance for Pride MonthThe “Tunnel” charm, our Piece of the Week, celebrates Pride Month with its design inspired by hope and the light at the end of the tunnel.
SourcingJun 05, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
AuctionsJun 04, 2026
Treasures from Maurice Tempelsman’s ‘Marvelous’ Life Head to AuctionUp for auction at Sotheby’s, the collection of Tempelsman’s personal effects includes a Cartier Tank watch Jackie O. gifted him.
CollectionsJun 04, 2026
Buddha Mama to Spend the Summer in AspenThe Miami-based fine jewelry brand will host its first summer residency in the Colorado mountain town from June 5 to Aug. 23.
MajorsJun 04, 2026
AGS Honors Late Peter Yantzer, Holds Time Capsule CeremonyThe organization also announced its international board of directors for the 2026-2027 term.
MajorsJun 04, 2026
Neiman Marcus’ Downtown Dallas Store to Close in SeptemberSaks Global confirmed the closure this week, spelling the end for a store that’s been part of downtown Dallas for more than 100 years.
ColumnistsJun 03, 2026
Peter Smith: When Top Talent Leaves and What It Says About YouSmith discusses how managers should handle a top performer's exit, warning that a poor response could have a lasting impact.
GradingJun 03, 2026
GIA’s Tracr Investment Is First Step Toward Industry-Owned PlatformThe Gemological Institute of America is now a 30 percent stakeholder in Tracr, the De Beers-backed blockchain for diamonds.
WatchesJun 03, 2026
The 1916 Company Taking Pre-Owned Rolexes on the Road, AgainThe retailer is bringing Rolex Certified Pre-Owned watches to five U.S. cities in 2026 for collectors to see, try on, and purchase.
IndependentsJun 03, 2026
Jessica Alba Is the New Face of Gabriel & Co.The actress and entrepreneur stars in the jeweler’s new campaign that celebrates life’s quiet moments.
TrendsJun 03, 2026
State of Design: Only the Innovative Will SurviveThe price of gold has risen, affecting the number of pieces designers make, the materials they use, and how they position themselves.
FinancialsJun 02, 2026
Signet Jewelers’ Q1 Sales Up 2% As It Focuses on ‘Core Four’ The jewelry retailer is zeroing in on Zales, Jared, Kay Jewelers, and Blue Nile as it looks to create unique brand identities for each.
