Claire’s launched its first subscription box, becoming one of the earliest brands in the teen and tween space to embrace the model. Designed to foster self-expression, the box delivered a curated mix of jewelry and accessories directly to a Gen Z audience, creating an ongoing touchpoint beyond the store.

By stepping into the subscription space early, Claire’s tapped into a rising trend in e-commerce and social media culture, positioning the brand at the forefront of innovation while opening a new stream of revenue and engagement.