Story thread · 5 reports / 5 sources

Claire's revamps piercing experience for Gen Alpha, but brand nostalgia spans generations

suntimes.com · 3dShare

Teen accessories and jewelry retailer Claire’s said its stores will undergo a “glow-up,” one year after it filed for Chapter 11 bankruptcy. The company, which moved from Hoffman Estates to Rosemont earlier this summer, plans to invest in its piercing services and in-store experience, starting this month. The transformation will happen across Claire’s 900 locations in the U.S. and Canada, according to a news release. The Chicago area has 19 locations, including one at Water Tower Place. “We really do see [piercing] as a responsibility, not just a service," Claire's Vice President of Retail Operations Carey Brezler said. “It is a milestone moment, and it's a rite of passage for so many. ... We always say that it's a transformation. It's not just a transaction." Claire’s Vice President of Retail Operations Carey Brezler (left) and Chief Merchandising Officer Jillian Cueff Provided by Claire’s The retailer wants to create an in-store experience that so-called “Claire’s Girls,” — or Generat

First report: Claire’s is getting a major makeover, starting with the piercing station — fastcompany.com, 5d