• by Tanya Gazdik , 2 hours ago

A new generation of fashionistas is looking for their initiation to ear piercing, and Claire’s is ready to help. 

“Claire's is looking to revamp its long-standing ear piercing experience with reformed clinical training, expanded jewelry options and an improved in-store experience,” according to USA Today. “A dedicated Piercing Excellence Team of 13 people was created to train Claire's piercing specialists through an ‘enhanced curriculum,’ including hands-on instruction, digital learning, guided practice, ongoing assessments and recertification. Compared with the previous training model, the new curriculum is more ‘comprehensive, consistent and hands-on,’ Carey Brezler, vice president of retail operations, tells USA Today."

Claire's is rolling out its reimagined ear piercing experience across 900 Claire's in the United States and Canada this year.

“The retailer wants to create an in-store experience that so-called ‘Claire’s Girls’ — or Generation Alpha, born between 2010 and 2024 — will flock to,” according to the Chicago Sun-Times. “The company is leaning into what it was known for — helping teens reach a milestone with their first ear piercing. Since its founding more than 50 years ago, over 131 million people have pierced their ears at Claire’s, the company said.”

The experience includes a redesigned layout with interactive Inspiration Bars for creating piercing stacks and dedicated selfie spaces. The broader update also features an expanded stud earring selection (including lab diamond options).

“The retailer’s update also includes five dedicated flagship stores that will have the largest expression of the refreshed experience,” according to Marketing Dive. “Those stores are located at: Tysons Corner in Tyson, Virginia; Town Center at Boca Raton in Boca Raton, Florida; Woodfield Mall in Schaumburg, Illinois; Roosevelt Field Mall in Garden City, New York; and Ala Moana Center in Honolulu, Hawaii.”

The company has been piercing girls and their mothers for nearly five decades, with 131 million ears pierced to date.

“The retail piercing industry has grown more competitive in recent years, with companies such as Rowan and Studs also offering the service,” according to Forbes. “Yet, no one caters to Gen Alpha girls with the target age of 10 the way Claire’s does.”