Claire's at Aventura Mall is gone, one of 290 stores the tween jewelry chain shuttered nationwide during its August 2025 bankruptcy.

Nearest Replacement Opens This Month

The closure leaves Aventura families without a nearby option for first ear piercings. The nearest redesigned Claire's opened Sept. 11 at Dadeland Mall in Kendall. A second revamped location opens Sept. 18 at Town Center at Boca Raton.

Rebrand Targets Younger Shoppers

The Miami Herald reported that Claire's is rolling out an "All Glown Up" rebrand aimed at Gen Alpha shoppers ages 6 to 14. The overhaul features selfie mirrors, Inspiration Bars showing ear-placement options and a new lavender color scheme called "Lilith," chosen after feedback from a Gen Alpha focus group.

Debt Load Forced Store Closures

Claire's filed for bankruptcy for the second time in August 2025 after accumulating roughly $690 million in debt, according to Glossy. The chain faced declining mall traffic, high rents and growing competition from online and fast-fashion retailers. A dozen Florida locations closed, including stores in Cutler Bay, Hollywood and Miami's River Landing, along with Aventura Mall.

New Owner Takes Over Operations

Private equity firm Ames Watson acquired Claire's North American operations out of bankruptcy for $140 million, according to Retail TouchPoints. Ames Watson also owns hat retailer Lids.

The chain now operates about 900 standalone stores, down from a peak of 3,400 in 2012.

Jillian Cueff, Claire's chief merchandising officer, told the Herald that the redesign responds to what parents and kids asked for. "Parents wanted reassurance and expertise, while our Claire's Girls wanted more choice, personalization and an experience that felt exciting enough to share," Cueff said.

Piercing Process Gets Medical Upgrade

Redesigned stores swap the old piercing "gun" for FDA-registered, hand-pressurized medical devices. Starter earrings come in options including 14-karat gold and medical-grade titanium. Piercings remain free with a starter kit starting at $29.99.

New features include clear try-on sticks for previewing stud sizes and bakery-style boxes for purchases. Every piercing specialist across the chain completed updated training, according to Cueff.

Most South Florida Stores Still Waiting

Claire's has not announced plans to return to Aventura Mall or a timeline for upgrading its 15 remaining South Florida locations, which include stores at The Falls, Dolphin Mall, Sawgrass Mills and Bayside Marketplace. The chain also plans kiosks and pop-ups through partnerships with Walmart, CVS and Kohl's.

Claire's expects to complete the redesign across all 900 stores by fall 2026, according to Retail TouchPoints.