Claire’s is getting a major makeover, starting with the piercing station

Inside Claire’s newly remodeled flagship in Santa Ana, California, you won’t find candy-colored walls of jewelry and scented gel pens. Instead, you’ll find a sleek, minimal interior, anchored by a curved ear-piercing station. The store is drenched in a soft purple shade that was picked by a focus group of six- to fourteen-year-olds, the demographic Claire’s wants to win over. This glow-up is Claire’s latest play to capture the hearts, minds, and pocket money of today’s tweens. The brand is trading sensory overload for an Instagrammable layout built around ear piercing. The strategy makes se...