While Claire’s was once a rite of passage, the place where young girls begged to get their first pair of sparkly hoops and their ears pierced, the brand has lost momentum in recent years. Now, a seasoned retail veteran – who had her own ears pierced at Claire’s at age eight – is stepping in to revitalize the brand. Michelle Goad, expert in youth marketing, former leader of Gen Z digital innovation at Nike, and former Chief Digital Officer at Athleta, is coming in as CMO after Ames Watson, a private holding company, acquired Claires for $140 million last August. Goad — who oversees Claire’s marketing, retail experience and design, and product creation — wants to reposition Claire’s to once again be a “life moment retail destination.” As ultra-low-cost players like Shein and Tenu take over the low-priced accessory/trinket market, Goad is betting on something competitors can’t replicate online: the IRL piercing experience. While much will change, some hallmarks will remain at Claire’s: its logo, its purple aesthetic, and most importantly, its enduring celebration for girlhood.