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.
More on Majors
The Latest
TrendsJul 26, 2024
Piece of the Week: Bea Bongiasca’s ‘Double Loop’ EarringsCommemorate “brat summer” with these green hoops.
EditorsJul 26, 2024
Out & About: A Dispatch from the Nation’s Smallest StateEditor-in-Chief Michelle Graff returns from Rhode Island with thoughts about in-store shopping and a trends report.
Supplier BulletinJul 25, 2024
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionSponsored by Gemological Institute of America
Brought to you by
The End of an Era? Lab-Grown Diamonds' Journey Towards Price StabilityAs the demand for lab-grown diamond jewelry may still be increasing, the most notable change we are likely to see is price stabilization.
TechnologyJul 25, 2024
Amazon, BBB Sue Website Allegedly Peddling Fake Reviews They claim ReviewServiceUSA.com was selling both positive and negative reviews of products and businesses.
Weekly QuizJul 25, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJul 25, 2024
De Beers’ H1 Revenue Falls 21% in ‘Weak’ MarketLab-grown diamond sales in the United States and ongoing economic challenges in China are impacting natural diamond demand.
IndependentsJul 25, 2024
Store Designer Ruth Mellergaard DiesA longtime member of IJO, she’s remembered for her passion for design, learning, and environmentalism.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionGIA®’s most advanced microscope has new features to optimize greater precision and comfort.
FinancialsJul 25, 2024
Boucheron, Pomellato Post Double-Digit Growth in Q2 The gains come amid a tough time for parent company Kering, which saw sales slide 11 percent in the first half of the year.
FinancialsJul 24, 2024
LVMH’s First-Half Jewelry, Watch Sales Dip 5%Tiffany & Co. is focusing on its “iconic” collections while the company has made changes at the top at TAG Heuer and Hublot.
MajorsJul 24, 2024
See Chaumet’s Paris Olympic Medals Inspired by its High JewelryThe Parisian brand is the first jewelry company in the history of the Olympic and Paralympic Games to design the medals.
MajorsJul 24, 2024
Jewelers Mutual Acquires Pawnbroker Insurance ProviderUnion Life & Casualty will join JM Insurance Agency Partners, expanding the provider’s pawnbroker coverage.
MajorsJul 24, 2024
Ben Bridge Announces 2024 Lonia Tate Scholarship WinnerLos Angeles-based Bradlei Smith was selected for this year’s award.
ColumnistsJul 23, 2024
Peter Smith: The Case for Optimism in Sales In his latest column, Smith shares multiple reasons why people who look at the glass as being hall full often make better salespeople.
SourcingJul 23, 2024
De Beers’ Production Drops 15% in Q2The company also reported the $150 million sale of an iron ore royalty right, part of its ongoing effort to divest “non-core” assets.
IndependentsJul 23, 2024
Long’s Jewelers Is Giving Away a Luxury Cape Cod VacationThe giveaway is part of the New England jeweler’s summer bridal event.
CollectionsJul 23, 2024
Guzema Debuts ‘Flower Power’ CampaignThe ad features three celebrity florists creating floral sculptures while wearing jewelry by Guzema.
Policies & IssuesJul 23, 2024
Diamonds Do Good Announces Its 2024 Entrepreneurship Grant WinnersThe grant provided a total of $100,000 to support 13 entrepreneurs from diamond communities in Africa and India.
CrimeJul 22, 2024
Florida Jeweler Shot, Killed Following Argument With CustomerGhazi Michel Osta, or “Gus,” was killed Friday by an 83-year-old man said to be a frequent customer at his store, Volusia Gold & Diamond.
Policies & IssuesJul 22, 2024
JVC’s Elyssa Jenkins-Pérez Joins RJCThe organization also announced Effie Marinos as its new specialist advisor for technical standards, as well as four other appointments.
SourcingJul 22, 2024
AWDC Names Karen Rentmeesters as CEORentmeesters has served as interim CEO since April following former CEO Ari Epstein’s resignation.
IndependentsJul 19, 2024
Longtime D.C. Jeweler Brian Mann Dies at 70Mann, whose family’s jewelry store was located inside the Pentagon, is remembered for being a thoughtful champion of the industry.
IndependentsJul 19, 2024
The 1916 Company Opens New Tudor BoutiqueThe 500-square-foot boutique is located in Denver’s Cherry Creek Shopping Center.
CollectionsJul 19, 2024
Piece of the Week: Messika’s ‘So Move Max’ NecklaceDance all night long with the “So Move Max” set’s necklace.
WatchesJul 18, 2024
TAG Heuer, Hublot Will Have New CEOs Luxury giant LVMH is reshuffling the leadership in its watches division.
MajorsJul 18, 2024
New Etsy Campaign Prioritizes Creators Amid BacklashSellers and shoppers have spoken out against a rise in mass-produced merchandise on the platform meant to highlight handmade goods.
MajorsJul 18, 2024
Swarovski Names Ariana Grande as Its New Brand AmbassadorThe celebrity will star in Swarovski’s holiday campaign.
