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.
On Aug. 6, Claire’s announced how it is reimagining its ear-piercing experience, rolling out across 900 Claire’s locations in the United States and Canada this year.
The news comes after Claire’s filed for Chapter 11 bankruptcy in August 2025 — the second time in seven years. The chain cited the rise of fast-fashion websites such as Shein and Temu, along with rising interest rates, inflation and tariffs on goods from China, as factors cutting into sales.
A month after filing, private-equity firm Ames Watson acquired Claire’s for $140 million. In May, Claire’s announced it was opening more than 7,000 new “touch points” in the U.S. Rather than standalone stores, the expansion includes selling Claire’s merchandise at other retailers, including Walmart, Kohl’s and CVS.
Claire’s Says It’s Improving Ear-Piercing Training
A dedicated Piercing Excellence Team of 13 individuals was created to train Claire’s piercing specialists through an “enhanced curriculum,” including hands-on instruction, digital learning, guided practice, ongoing assessments and recertification, according to a news release. Compared with the previous training model, the new curriculum is more comprehensive, consistent and hands-on, according to Carey Brezler, vice president of retail operations, who spoke with USA TODAY.
“Field leaders” were brought together for a one-day immersive training led by the Piercing Excellence Team. The training was then brought back to store associates, according to Brezler.
Over the years, Claire’s has received backlash for how ears are pierced, including its use of a handheld device. Spring-loaded “piercing guns,” which shoot an earring stud into tissue, can raise concerns about sterility, tissue damage and inappropriate design, according to the Association of Professional Piercers. A needle piercing creates a small, clean slice into the tissue through which the piercing is then placed; a piercing gun uses force to push a blunt piercing through the tissue.
However, Brezler told USA TODAY that Claire’s does not use “piercing guns.” Rather, the chain uses an FDA-registered, hand-pressurized medical piercing device “designed to support a gentle and sterile piercing experience.”
Expanded Ear-Piercing Collection and In-Store Experience
As part of the revamp, Claire’s is offering more piercing studs to choose from. The collection includes new styles in single studs and a premium selection of lab-grown diamonds, according to a news release. All ear-piercing kits start at $30 and include a “free” piercing, jewelry and an aftercare kit.
Claire’s piercing stations are also getting a new look, including an “interactive Inspiration Bar” that allows customers to look at different jewelry, take selfies after piercings and choose from a variety of stress relievers to hold during the experience, according to a news release.
When Will the New Changes Come to Claire’s Stores?
The upgrades will roll out across 900 Claire’s locations in the United States and Canada this year.
Greta Cross is a national trending reporter at USA TODAY. Story idea? Email her at [email protected].
Reporting by Greta Cross, USA TODAY. USA TODAY Network via Reuters Connect.
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