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 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 like Shein and Temu cutting into sales, in addition to rising interest rates, inflation and tariffs on goods from China.
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, this expansion includes the sale of Claire's merchandise at other retailers like Walmart, Kohl's and CVS.
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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. In comparison to the previous training model, the new curriculum is more comprehensive, consistent and hands-on," according to Carey Brezler, vice president of retail operations, told USA TODAY.
"Field leaders" were brought together for a one-day immersive training led by the Piercing Excellence Team, then the training was brought back to store associates, according to Brezler.
Over the years, Claire's has notoriously received backlash for how ears are pierced, with the use of a handheld device. Spring-loaded "piercing guns," which "shoots" an earring stud into the tissue, can raise concerns in terms of sterility, tissue damage and inappropriate design, according to the Association of Professional Piercers. In comparison, a needle piercing creates a small, clean slice into the tissue through which the piercing is then placed; a piercing gun uses force to shove 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, in-store experience
As part of the revamp, Claire's is offering more new piercing stud jewelry 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 the addition of an "interactive Inspiration Bar" that allows customers to look at different jewelry, snap selfies after piercings and choose from a variety of de-stressors 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.
