Claire’s Overhauls Piercing Experience in All 900 Stores

Claire’s is relaunching its in‑store piercing service across its 900 locations, introducing upgraded clinical standards, enhanced training, and a redesigned, elevated environment. The new format includes refreshed uniforms, medical‑grade trays, interactive Inspiration Bars for design ideas, and selfie stations for social sharing. The company says the changes aim to make the rite of passage safer, more precise and more celebratory for young consumers.

Separately, Australian entrepreneur Gill Lawrence founded Covetear in early 2023 to position body‑piercing as a luxury retail experience. Covetear’s model emphasizes high‑end fit‑outs, curated scents, premium jewellery displays and a choreographed service designed to match the price tag, targeting customers willing to spend hundreds of dollars on a single piercing.