MajorsSep 23, 2025
Ames Watson Completes $140M Acquisition of Claire’sMajorsApr 30, 2026
Claire’s New Summer Campaign Is a Sensory Wonderland for Gen Alpha
“A Girl SMR at Claire’s” celebrates girlhood through the five senses with stacked jewelry, slime toys, scented accessories, and ASMR.
Jewelry and accessories retailer Claire’s debuted “A Girl SMR at Claire’s,” its new summer campaign focusing on sensory experiences.
Hoffman Estates, Ill.—Claire’s has unveiled its new summer campaign, inviting digital natives Gen Alpha to experience girlhood hands-on.
Gen Alpha shoppers are one of the youngest generations, including those born between 2010 to 2024.
“A Girl SMR at Claire’s” is a play on “girl summer” and ASMR, or Autonomous Sensory Meridian Response, which refers to the sensory experience triggered by certain sights and sounds.
ASMR videos of people whispering softly into a microphone, squishing foam in their hands, and other satisfying sounds and visuals are ubiquitous across social media platforms.
From fidget toys to ASMR videos, Gen Alpha loves all things sensory, said Claire’s, and this new campaign will appeal to that allure.
“The campaign brings the first social and AI native generation into an IRL universe built around activating the five senses: touch, taste, sound, sight, and smell. It’s a counterbalance to their screen-filled upbringing and an invitation to explore girlhood through feel-good, hands-on fun,” said Claire’s.
The campaign’s anchor is the “Claire’s Summer Sensory Shop,” a curation of items that appeal to all five senses, including bejeweled accessories, slime toys, squishies, candy, and scented items.
As for jewelry, the campaign features girls wearing ear and wrist stacks, layered necklaces, charm and initial necklaces, beaded bracelets, hand chains, rings, and nautical-themed jewels.
Known for its piercing services, the retailer also specializes in costume jewelry tailored to young girls and tweens.
SEE: The Jewelry of Gen Alpha in Claire’s New Campaign
Gen Alpha shoppers are one of the youngest generations, including those born between 2010 to 2024.
“A Girl SMR at Claire’s” is a play on “girl summer” and ASMR, or Autonomous Sensory Meridian Response, which refers to the sensory experience triggered by certain sights and sounds.
ASMR videos of people whispering softly into a microphone, squishing foam in their hands, and other satisfying sounds and visuals are ubiquitous across social media platforms.
From fidget toys to ASMR videos, Gen Alpha loves all things sensory, said Claire’s, and this new campaign will appeal to that allure.
“The campaign brings the first social and AI native generation into an IRL universe built around activating the five senses: touch, taste, sound, sight, and smell. It’s a counterbalance to their screen-filled upbringing and an invitation to explore girlhood through feel-good, hands-on fun,” said Claire’s.
The campaign’s anchor is the “Claire’s Summer Sensory Shop,” a curation of items that appeal to all five senses, including bejeweled accessories, slime toys, squishies, candy, and scented items.
As for jewelry, the campaign features girls wearing ear and wrist stacks, layered necklaces, charm and initial necklaces, beaded bracelets, hand chains, rings, and nautical-themed jewels.
Known for its piercing services, the retailer also specializes in costume jewelry tailored to young girls and tweens.
SEE: The Jewelry of Gen Alpha in Claire’s New Campaign
The kids in the campaign are seen wearing layered necklaces and wrist stacks of colorful, beaded bracelets, as well as a hand chain.
Nautical jewelry is a popular summer choice, including fish huggies and lobster charms.
Charm necklaces are also featured in Claire’s new campaign.
Claire’s will also appeal to the senses with fidget toys (left) and squishies.
Claire’s is also tapping into the blind box trend where a series of collectibles are packaged to keep what’s inside a surprise, as well as the “squishy hunting” trend, where shoppers scour retail stores for “rare” stress toys, like NeeDoh toys.
The retailer will offer several exclusive collaborations, which will “drop” throughout the summer to give shoppers a reason to return to the store.
In-store experiences include an ASMR recording station, allowing shoppers to make their own ASMR content. The activity will roll out to select stores.
“Gen Alpha is rewriting the rules of modern girlhood, and Claire’s is evolving with them,” said Michelle Goad, Claire’s chief brand officer.
“This new era is about creating a world where girls can explore, express, and experience joy through every sense. The Summer Sensory Shop and our ASMR-powered campaign are just the beginning of how we’re building a brand that feels as dynamic and imaginative as they are.”
The new campaign is the first step in introducing the company’s new brand mission, said the retailer, as it looks to reimagine Claire’s for the next generation of “Claire’s Girls.”
It marks Claire’s first “major moment” since joining the portfolio of private equity firm Ames Watson late last year, it said.
Claire’s filed for Chapter 11 bankruptcy protection in August 2025. Finding a buyer saved a large portion of the beloved retailer’s store network.
However, the retailer did announce earlier this week that it would close all 154 of its stores in the U.K. and Ireland, with around 1,300 jobs lost, according to the BBC.
With a new owner and a revamped brand mission, it’s time to reintroduce Claire's to a new generation.
This new chapter celebrates girlhood and seeks to create a safe, sensory-rich world that inspires creativity, said Claire’s.
As part of its new brand mission, Claire’s will also have a presence in spaces popular with Gen Alpha, like Coverstar, a social media platform that markets itself as an age-appropriate alternative to TikTok.
It will also utilize creator partnerships to reach younger shoppers via social media.
YouTube has remained relevant with Gen Alpha, and Claire’s said it will partner with creators on products and in-person experiences.
Claire’s will also have a co-branded pop-up at VidCon, the annual convention celebrating video content creators, held at the Anaheim Convention Center in Anaheim, California, in June.
Claire’s debuted a campaign tailored to Gen Zalpha, which includes Gen Z and Gen Alpha, in 2024. “The Collab” featured a group of ambassadors ages 7 to 17 who starred in the campaign and also created content, hosted events, and styled the photo shoots.
More on Majors
The Latest
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.
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
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.
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.
Weekly QuizJun 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
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.
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.
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.
SourcingJun 02, 2026
Leader Appointed for Botswana’s Diamonds for Development Fund Dr. Akinwumi Adesina, a development economist, will head the fund created to help Botswana diversify its economy.
WatchesJun 02, 2026
Watch Industry Veteran James Marks Joins Sotheby’sSotheby’s has appointed the former Phillips executive as its global head of private sales and retail in its watches division.
AuctionsJun 02, 2026
Sotheby’s to Auction 10-Carat Blue Diamond, 1960s Harry Winston Necklace A private collection of five Paraíba tourmalines also will be up for sale at Sotheby’s High Jewelry auction in New York, scheduled for June 16.
IndependentsJun 02, 2026
State of Retail: 6 Things Retailers Should Know About Consumers TodayFrom Gen Z’s view of luxury to “doom spending,” these are the six consumer trends to note this year.
