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.
Editors' Picks
Sponsored by
More on Majors
The Latest
SurveysApr 03, 2025
2025 Retail Sales to Grow More Slowly Amid ‘Uncertainty,’ Says NRFThe National Retail Federation expects retail sales growth to return to pre-pandemic levels as consumers continue to face inflation.
TrendsApr 03, 2025
Tallulah Willis Imbues Antique Engagement Ring With MagicThe 4-carat, old mine brilliant-cut diamond engagement ring was co-designed by Willis and New York City-based brand Karina Noel.
SourcingApr 03, 2025
Canadian Mine Produces 158-Carat Yellow Diamond Rio Tinto unearthed the diamond at its Diavik mine in Canada’s Northwest Territories.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
CollectionsApr 03, 2025
Buccellati to Open Immersive Exhibition in MilanThe multisensory experience, open April 8-13, will feature the brand’s silver creations among dream-like scenes of natural landscapes.
Weekly QuizApr 03, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesApr 03, 2025
Jewelers of America to Hold Webinar on TariffsThe virtual event will take place April 7 at 3 p.m.
CollectionsApr 02, 2025
Bea Bongiasca’s ‘Tarallo’ Collection Expansion Is a ZooThe pieces in “Animali Tarallo” portray animals from stingrays to elephants through portraits and interpretations of their patterns.
Brought to you by
Natural Diamonds Should Mean MoreNatural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.
SourcingApr 02, 2025
Winston’s Collection of Natural Color Diamonds Now on Display in D.C. Ronald Winston, son of Harry Winston, donated the diamonds to the Smithsonian National Museum of Natural History in Washington, D.C.
Events & AwardsApr 02, 2025
Punchmark to Host Client WorkshopThe educational event will take place in Charlotte, North Carolina, this May.
IndependentsApr 01, 2025
Bergman Jewelers in Omaha Closing After 137 YearsThe independent jeweler first opened its doors in 1888.
Events & AwardsApr 01, 2025
U.S. Antique Shows Adds Fall Show in FloridaThe debut event will take place in Miami’s Coconut Grove neighborhood this fall.
Events & AwardsApr 01, 2025
TJS to Host Discussion on Jewelry Industry’s Labor ShortageThe roundtable will take place May 17 ahead of the trade show’s welcome dinner.
CollectionsApr 01, 2025
Monica Rich Kosann Says ‘Good Grief’ in Peanuts Jewelry CollectionThe “Peanuts x Monica Rich Kosann” collection features the comic strip’s classic vocabulary across 10 bracelet designs.
Recorded WebinarsMar 31, 2025
Watch: What Do We Mean When We Say ‘Recycled’ Gold?Three industry experts dive into the complexities of the material often marketed as an “ethical” alternative for metal in jewelry.
TrendsMar 31, 2025
Amanda’s Style File: Dripping in DiamondsDiamonds are not only one of the most prominent gemstones, but the birthstone for those born in April.
MajorsMar 31, 2025
Lashbrook Expands Into Luxury Golf Gifts With AcquisitionThe Utah-based company known for making wedding bands has acquired Doubloon Golf.
WatchesMar 31, 2025
Bulgari CEO Jean-Christophe Babin Will Also Head LVMH WatchesThe longtime luxury executive led one of LVMH’s watch brands, TAG Heuer, for 12 years before taking over Bulgari in 2013.
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry StoreAuthorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.
SourcingMar 28, 2025
19th-Century Jade Book Now Available in EnglishLotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ RingThe ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ OutlookThe Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.
AuctionsMar 27, 2025
300-Year-Old Ring Linked to Witch Trial Judge Goes Unsold at Auction However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand AmbassadorThe Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.
SourcingMar 27, 2025
Susan Jacques, Gaetano Cavalieri to Headline 2025 ICA Congress The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.
IndependentsMar 26, 2025
Bailey’s Fine Jewelry Acquires Fellow NC Independent JewelerThe family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.
WatchesMar 26, 2025
Bulova Celebrates 150th Anniversary With Art Deco WatchesThe “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.
