After filing for bankruptcy (for the second time) in 2025, Claire’s is back — and it’s courting a new generation of tweens. Although the mall store is nostalgic for millennials, the retailer’s refresh isn’t about us. Instead, it’s aimed at today’s 8-to 12-year-olds, a coveted consumer group that’s shaping everything from beauty trends to retail strategy.
Claire’s’ North American business is now owned by Maryland-based private holding company, Ames Watson. (The firm acquired the business and intellectual property in a $140 million deal that closed in September 2025.) Instead of liquidating and closing stores as some expected, Ames Watson committed to keeping more than 900 locations open across the U.S. and Canada with a promise to revamp the 65-year-old brand.
Almost a year later, the first store under the new generation of Claire’s reopens Aug. 8 inside The Shops at Santa Anita in Arcadia, Calif., a suburb east of Los Angeles. The mall, home to tween favorites like Hollister, Aerie and Sanrio, was selected in part because it’s the largest store in the Los Angeles area, making it well suited for launch events and creator content, according to a brand rep. (More on that later.)
Perhaps the biggest update to Claire’s is in the piercing experience: Gone are the spring-loaded piercing “guns” many millennials remember from childhood. Claire’s now uses a hand-pressured instrument with single-use sterile cartridges, which the company says offers greater control and a more hygienic experience. The entire piercing area feels ripe for a digitally native audience who craves an IRL moment.
“We know that Gen Alpha wants to touch, feel and try before she makes the commitment of getting pierced,” Jillian Cueff, chief merchandising officer at Claire’s, tells Fashionista. “So things like our little earring tree, where you can check yourself out before you make the commitment of getting pierced, [are] new to us.” Lollipops, de-stressor balls, hair clips and stickers are also available for those who want to lean into the experience (and possibly document it on social media). Cueff says they were mindful of keeping merchandise away from the area so it feels more like a calm, personalized moment.
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But of course, shopping is close by, with upgraded jewelry options. The “premium plated brass collection” features more elevated materials that are still affordable, Cueff says, and includes favorites like Stack Lab sets for the perfect earscape. “This is where I think you can see where we’re going with the product: We’re really trying to modernize, but we’re not trying to make it inaccessible to anyone,” she adds.
It wouldn’t be Claire’s without trend-driven jewelry, seasonal offerings (Halloween is already ready to shop) and BSF necklaces. (Kids these days say “BSF” instead of “BFF.” Weird, I know.) Scattered throughout the classics are modern accessories like bag charms, fidget toys and lip gloss keychains.
Speaking of lip gloss, the Claire’s beauty section now features more than a few sets of press-on nails. There’s a whole wall of lotion, body spray, undereye patches and more for those “GRWM” moments Claire’s knows are important to this generation. “One of the things that people always talk about is ‘why is beauty important at Claire’s?'” Cueff says. “One of [those] things is that we want to be a playground for girlhood. So many brands are aging her up and telling her to use products that mom uses or, ‘here’s what you need to do to look like a Kardashian.’ We really want to celebrate girlhood and the kind of products that you want when you’re having your first beauty experience.”
That includes charms on body wash with scents like cake, strawberry and cotton candy. “These are all her flavors,” Cueff continues. “We’re not trying to be too serious here. We’re just trying to have fun. That’s what you want her to do when she comes into the store and that’s what our approach is to the merchandising.”
Photo: Courtesy of Claire's.
The small tweaks to merchandising are evident throughout the store, including putting products at a height that younger shoppers can “touch and feel,” Cueff says. “Because in a world where everyone’s online TikTok Shop-ing and doing everything digitally, this is a space where we know she can come and play IRL and have so much fun with merchandise that’s built just for her.”
That’s not to say those trendy products from social media don’t make an appearance: They’re front and center as soon as you walk into the store, with the new “trending” section complete with “KPop Demon Hunters” ramen and those viral butter-shaped squishies. “We’re feeding new products into this area almost every week as we find new things that are trending, whether it be slime or blind balls,” Cueff says. The idea is that the customer can enhance their piercing experience or, if they don’t need another piercing, check back in to shop what they see online.
Related: How Can Gen Alpha Beauty Brands Successfully Age Up With Their Consumers?
More IRL moments include collaborations with talent that feels like “hers” and not favorites of her parents, or, well, magazine editors. Claire’s focus is on becoming a launchpad for YouTubers and digital creators to reach their hardest‑to‑reach fans (Gen Alpha girls) through product, storytelling and store experiences. To wit, on July 25, Clarie’s launched its partnership with Lana Rae, the popular YouTube/Roblox creator behind Lana’s Life. She now has an exclusive beauty and accessories line, a VidCon booth, a Roblox extension and plans for meet-and-greets.
Gen Alpha may live online, but Claire’s is betting that they crave more sensory, in‑person moments. The rest of the 900+ store upgrades will continue rolling out through fall and into 2027.
