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.
Editors' Picks
Sponsored by
More on Majors
The Latest
CollectionsAug 28, 2026
Dolly Parton Would Have Loved This Butterfly Necklace This Buddha Mama butterfly is our Piece of the Week honoring the legend, who embraced the beautiful insect as her symbol.
SourcingAug 28, 2026
Gareth Penny to Give Opening Speech at CIBJO Centenary CongressThe former De Beers CEO, and perhaps its next owner, will be a featured speaker at the event, slated for Sept. 4-7 in Italy.
IndependentsAug 28, 2026
Day’s Jewelers Honored With 3 Workplace AwardsThe employee-owned jeweler was named a “Best Place to Work” in Maine, New Hampshire, and for women.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
CollectionsAug 27, 2026
Pandora Expands ‘Talisman’ Collection as Lawsuit Continues The second iteration of the jewelry collection was inspired by the zodiac and the four elements: earth, water, air and fire.
Weekly QuizAug 27, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingAug 27, 2026
OFAC Renews License Allowing Import of ‘Grandfathered’ Russian Diamonds General License 104B supersedes General License 104A, which was set to expire on Sept. 1.
CrimeAug 27, 2026
Customs Seizes Nearly 900 Pieces of Counterfeit JewelryThe package, intercepted in Indianapolis, contained fake Cartier, Tiffany & Co., and Van Cleef and Arpels jewelry.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
IndependentsAug 27, 2026
Jessica McCormack to Open First West Coast StoreThe new location in Costa Mesa, California, marks the brand’s second store in the United States and fourth standalone location worldwide.
FinancialsAug 27, 2026
Movado’s Q2 Sales Up As Younger Consumers Take Interest in WatchesThe fashion watch category was once threatened by the Apple Watch, but consumers are now opting for new wearables, said Movado’s CEO.
SurveysAug 26, 2026
5 Jewelry Insights From The RealReal’s Resale ReportThe report delves into trending styles, the most popular jewelry brands by city, and why Belle Époque jewelry could be the next big thing.
Lab-GrownAug 26, 2026
AGTA Now Requiring Members to Call Lab-Grown Gems ‘Synthetic’The association added the requirement to its revised "Code of Ethics" and released the 17th edition of its “Gemstone Information Manual.”
SurveysAug 26, 2026
Consumer Confidence Dips in August Amid Anticipatory Anxieties Respondents were concerned about the future of the labor market and their income as well as the rising prices of gas and groceries.
TrendsAug 26, 2026
Boucheron’s New Campaign Celebrates Its ‘Question Mark’ NecklacesThe campaign highlights the asymmetrical high jewelry necklace style that the jeweler first created in 1879.
Events & AwardsAug 26, 2026
Harry Winston Exhibition to Open in ShanghaiIt will explore the life of “The King of Diamonds” and showcase more than 165 creations from the brand.
CrimeAug 25, 2026
Florida Woman Scammed Out of $1.5M in Jewelry, Precious MetalsTwo suspects have been arrested in connection with the complex phone scam.
ColumnistsAug 25, 2026
Proof Before Purchase: The Gen Z Way to BuyIn her first column for National Jeweler, Jennifer Shaheen asks jewelers if they know how to connect with the next generation of consumers.
Events & AwardsAug 25, 2026
SSEF Opens 2026 Applications for Gemology Education ScholarshipsThe annual awards cover tuition for an on-site educational course at the Swiss lab, as well as flights and lodging.
TrendsAug 25, 2026
Brent Neale Celebrates Blackberry Farm’s Anniversary With JewelryThe jeweler partnered with the Tennessee resort to honor its 50th anniversary with limited-edition blackberry pendants and earrings.
EditorsAug 24, 2026
Q&A: Reeds Jewelers VP Genna Zimmer on 80 Years in BusinessThe third-generation jeweler shared how the North Carolina retailer is celebrating this milestone and the love story that started it all.
Events & AwardsAug 24, 2026
Rio Grande, MetalWerx Host Argentium Silver WorkshopThe class, led by renowned metalsmith Cynthia Eid, highlighted Argentium silver as an alternative to gold amid high prices.
Events & AwardsAug 24, 2026
JIS Miami Opens Fall 2026 RegistrationThe show is slated for Oct. 16-19 at the Miami Beach Convention Center.
CollectionsAug 24, 2026
Francesca Villa Honors Napoleon, His Empresses In New CapsuleThe “Empresses” capsule uses 19th-century medals depicting Napoleon, Joséphine, and Marie-Louise across five one-of-a-kind pieces.
SurveysAug 21, 2026
These Are 2026’s Hottest Retailers, Says NRFThe retailers at the top of the list offer affordable products and fun, discovery-fueled experiences.
WatchesAug 21, 2026
Bremont Names Former Vacheron Constantin Exec CMODaniel Bing was formerly the marketing director for the Americas at Vacheron Constantin.
CollectionsAug 21, 2026
Bijules, Kamyen Serve Up ‘Topspin’ Tennis Bracelet Ahead of US OpenIn our Piece of the Week, the designers reimagine the tennis bracelet with green enamel wrapped around a strand of “Desert Diamonds.”
PodcastsAug 20, 2026
Episode 8: Diamond Industry Update With David Bonaparte & Ronnie VanderLindenThe industry veterans join the podcast to discuss diamond marketing, the FTC Jewelry Guides, and lobbying for lower tariffs.
