Overview
- Claire's announced on Aug. 6, 2026 that it has begun rolling an overhaul across roughly 900 U.S. and Canadian stores and expects to complete the rollout within about a year.
- The company created a traveling Piercing Excellence Team and an enhanced clinical curriculum that includes digital lessons, hands-on practice, ongoing assessments, and regular recertification for piercing specialists.
- Claire's says it no longer uses spring‑loaded piercing guns and is deploying FDA‑registered, hand‑pressurized medical piercing devices to support a gentler, more sterile procedure and to address long‑standing safety concerns.
- Stores are being remodeled to give piercing stations more floor space, simpler merchandising organized by style, and new features like inspiration bars and selfie mirrors while the product assortment is pared back.
- Claire's expanded its piercing jewelry range to include premium options such as lab‑grown diamonds and ear‑piercing kits starting around $30 that include a free piercing and aftercare, part of a broader reset after the 2025 Chapter 11 sale to Ames Watson that aims to stabilize the business and reclaim tween shoppers.