After two Chapter 11 bankruptcies and hundreds of store closures nationwide, a longtime mall staple is revamping one of the most recognizable parts of its business as it works to attract a new generation of customers.Changing consumer habits, an uncertain economy, and growing competition have affected even the most established brands, leading to declines, closures, and even bankruptcy. Now, one of the retailers that helped define the mall experience for generations is making a notable change to an offering that has become synonymous with the brand.Founded in 1961, Claire’s is a global retail chain known for its affordable jewelry, hair accessories, cosmetics, and quirky novelties aimed primarily at tweens and teens.Its in-store piercing experience has also become one of the brand’s defining features since Claire’s began offering piercings in 1978. Today, Claire’s says it has pierced more than 131 million people. Claire’s overhauls its in-store piercing experienceClaire’s is relaunching its in-store piercing experience beginning Aug. 2026 across the U.S. and Canada, which the retailer describes as one of the brand’s most significant operational investments in recent decades.”For decades, families have trusted Claire’s with one of life’s most memorable milestones, and after listening to customers, we saw a clear opportunity to raise our standards even higher,” said Claire’s Vice President of Retail Operations Carey Brezler in a statement.Related: Iconic mall retail anchor brings back a famous product line”Working alongside leading industry experts, we built our Piercing Excellence Team to lead ongoing education and re-certification across our stores,” Brezler said. “We introduced enhanced clinical training, FDA‑registered medical devices, and elevated safety protocols to ensure safe, precise, and confidence-inspiring piercings for every customer who sits in our chair.”The new piercing experience includes:Recertification of all Claire’s piercing specialistsEnhanced safety with FDA-registered medical devicesIntroduction of an expansive new piercing stud collectionRedesigned piercing environment with elevated piercing stations, an interactive Inspiration Bar, selfie moments designed for social sharing, destressors to hold during piercing, medical trays for Piercing Specialists to maintain sterile piercing execution, refreshed employee uniforms, aftercare guides, piercing certificates, and moreA new signature shade called Lilith, described by Claire’s as a softer, modern evolution of its iconic purple, paired with the new tagline, “I Got Pierced at Claire’s”Claire’s new piercing pricesClaire’s will continue to offer free piercing and its aftercare experience with the purchase of an ear piercing kit, according to its website. The new prices include:Medical grade stainless steel from $29.9914kt singles and nose from $59.9914kt gold from $79.99Diamonds from $129.99
Claire’s revamps its piercing experience.Tiffany Rose/Getty Images
Why Claire’s is relaunching its piercing experienceThe relaunch comes as Claire’s increasingly targets Gen Alpha as it works to modernize the brand and attract a new generation of customers.”Gen Alpha is rewriting the rules of modern girlhood, and Claire’s is evolving with them,” said Claire’s Chief Brand Officer Michelle Goad in a recent statement.The move follows Claire’s second Chapter 11 bankruptcy filing in Aug. 2025, when the retailer reported estimated assets and liabilities between $1 billion and $10 billion. At the time of the filing, Claire’s operated more than 2,750 stores in 17 countries, with approximately 1,350 locations in the U.S., including Icing stores and Walmart shop-in-shops.Claire’s now operates about 900 locations across the U.S. and Canada, according to the company, highlighting the significant reduction in its physical footprint following its latest bankruptcy.Following the second bankruptcy, Claire’s was acquired in Sept. 2025 by Ames Watson in a nearly $140 million deal that included up to 950 stores.The acquisition halted the immediate wave of mass store closures, although Claire’s continued liquidation sales at select North American locations. At the time, the retailer described the deal as a turning point, saying the move would help “Claire’s brand to remain a prominent retailer for teens, tweens, and young girls around the world.”Despite the new ownership, a total of 291 stores were ultimately slated for closure, raising questions about the future of Claire’s North American footprint.Here’s some of my previous coverage of retail news and brand revamps:Former retail giant closes more storesIconic mall retail anchor brings back a famous product lineNike rival makes a surprise U.S. comebackIn May 2026, Claire’s announced a licensing agreement with Centric Brands to expand the brand across major retailers such as Walmart, Kohl’s, and CVS, and to develop products across categories, including cosmetics and jewelry. The piercing relaunch represents another part of the broader effort to reposition the brand and connect with younger consumers as Claire’s moves forward under new ownership.Related: Ikea closing key U.S. stores