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

Fresh off a bankruptcy rescue and a massive retail overhaul, Claire’s is redesigning 900 stores to capture the long-neglected tween market. 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.