Claire’s is relaunching its piercing experience. Starting this month, and in all 900 stores, consumers receive upgraded clinical standards and training in an elevated environment. The stores offer a refreshed identity for a celebratory milestone meant to be shared.
Claire’s has offered customers piercings for almost 50 years, piercing more than 131 million people to-date. In recent years, the store’s ubiquitous service has taken on a new life online through memes, largely shared by millennials and Generation Z. The relaunch follows A Girl Smr, the company’s summer campaign celebrating self-expression and aimed at Generation Alpha. The relaunch includes the well-known phrase, “I Got Pierced at Claire’s.”
“For decades, families have trusted Claire’s with one of life’s most memorable milestones,” explains Carey Brezler, vice president of retail operations. “After listening to customers, we saw a clear opportunity to raise our standards even higher.”
Claire’s has rebuilt its clinical training program; each specialist must complete an “enhanced curriculum” which includes hands-on instruction, digital education, guided practice, ongoing assessment, and recertification. Training covers consultation, sterile stud selection, earring placement and mapping, and using FDA-registered medical devices. Each customer should feel safe, supported, and celebrated, Claire’s says.
“Working alongside leading industry experts, we built our Piercing Excellence Team to lead ongoing education and re-certification across our stores,” Brezler says. “We introduced enhanced and elevated safety protocols to ensure safe, precise, and confidence-inspiring piercings for every customer who sits in our chair.”
The Piercing Excellence Team is a group of professional instructors who travel across the country training and supporting store staff. The investment in a team reinforces the company’s commitment to an elevated and trusted experience. The piercing team in-store wears refreshed uniforms and has medical trays to maintain sterile execution.
Source: Claire's
Source: Claire's
Source: Claire's
The experience is fully redesigned, featuring elevated piercing stations, interactive Inspiration Bars, and selfie areas. The Inspiration Bars help consumers design an ideal piercing stack, while selfie stations encourage social sharing. Piercees can hold destressers during the procedure and receive piercing certificates in addition to comprehensive aftercare.
As part of the piercing experience, Claire’s introduces a new stud collection, which includes lab-grown diamonds and on-trend designs at multiple price points. Stores continue to offer free piercing and aftercare with the purchase of an ear piercing kit, which starts at $29.99.
Claire’s has designated five stores as its Piercing Flagships. They are:
- Tysons Corner in Tysons, VA
- Town Center at Boca Raton in Boca Raton, FL
- Woodfield Mall in Schaumburg, IL
- Roosevelt Field Mall in Garden City, NY
- Ala Moana Center in Honolulu, HI
Gone is Claire’s iconic shade of royal purple. In its stead is “lilith,” a pastel shade of purple chosen with the aid of Gen Alpha. While Gen Alpha and its caregivers have provided the company feedback as part of the rebrand, Claire’s is also launching a two-way dialogue through All Glown Up, a social series starring teen creators Txunamy Ortiz and Caitlin Kim.
To learn more, or schedule a piercing, visit claires.com.
