As I walked through the rain to an Enfants Riches Déprimés darkwave show at the University of Paris Medical School in early fall, I saw a bright purple beacon: The entrance was lined with headbands and barrettes, an oval sign in the window reading “Piercing d’oreilles.” Here, on Boulevard Saint-Michel, was the first Claire’s boutique I’d noticed in years. With time running out, I snapped a photo of the storefront as proof and spent the next few weeks thinking about how Claire’s and Y2K retailers like Afterthoughts and Gadzooks offered experimental style workshops on my trips to Richland Fashion Mall in Waco, Texas. Claire’s functioned as a pre-metaverse space for exploration and socializing; behind its purple walls, the promise of sparkling crystal accessories, glow-in-the-dark technology, bargain-counter treasures that could be grabbed by the hand for a dollar, and the opportunity to proudly stand as a valued customer—at any age—was ever-present.
While its competitors closed in the early 2000s, Claire’s never left us—we just stopped going to malls. Shortly before my Paris sighting, I tried to explain what a mall is at a West Village patio party during New York Fashion Week, because in its absence, a Y2K renaissance occurred. Paris Hilton, Travis Barker, and Avril Lavigne returned to the spotlight, #y2k garnered billions of TikTok views, and Hulu’s PEN15—set in the era of dial-up internet—earned four Emmy nominations en route to its final episodes, which drop Dec. 3. OG shoppers are reliving the experience. “I happened to walk into Claire’s the other day and bought a pair of gold hoop earrings out of pure nostalgia,” says Lisbon-based La Mignonette of dreamcore account @mignonettetakespictures. She describes the boutique as a way to find “cute accessories at a reasonable price” and, more than that, “the beginning of self-expression.”
The boutique has always been an open door, around the globe. “In the suburbs of Toronto, I spent my weekend at the mall,” says Berlin-based digital artist Stacie Ant, whose 3D avatars have won clients like Italian designer Adriana Hot Couture (a favorite of Rihanna). Ant preferred Claire’s pop-punk section because “there was nowhere else that had that kind of youth-oriented style.” For some, the boutique also offered a path to the future. “Claire’s opened my eyes to the beauty of creating unique fashion and the importance of individuality,” says model Olay Noel, whose Los Angeles brand MIANIK is seen on industry megastars Karrueche Tran and Winnie Harlow. It’s as if Claire’s is both a store and a person—Claire—whose guests feel free to both exist as they are and dream beyond the now.
Below, pros of all stripes, from filmmakers to stylists to hair historians, share their favorite Claire’s pieces from every era—including the digitally shoppable beauty products of 2021.
“This lip balm set is so fun, so authentically 2000s! I swear I had that exact set, only you could turn it into necklaces,” says Brooklyn-based fashion designer Kristin Mallison, whose handmade corsets are worn by the likes of Precious Okoyomon and Barbie Ferreira. “I got my ears pierced at Claire’s when I was nine, while shopping at the mall with my then-babysitter,” she recalls. “It was a little suspicious, but the upside was that I left the store with a multipack of earrings shaped like little pieces of fruit in various bright colors. I also remember getting a plastic princess crown with rhinestones. Shopping at Claire’s bridged the gap between dressing up and playing dress-up; the store was always a mess, with hair extensions and feather boas strewn about and not an inch of wall space from floor to ceiling. That taught me so much about the joys of chaos and extravagance at such an early age!”
“Claire’s Boutique, as it’s been called since the ’90s, started in my home state of Illinois,” says Rachel Wortell, a New York-based filmmaker whose latest feature, Romance Analyst, is now streaming. She remembers getting her ears pierced there when she was nine. “It was an exciting day. “I was also obsessed with the studs they pierced my earlobe with because it was so sharp andintense having them in my body,” says Wortell. “The teenage girls who worked there were always so cool and kind to me as a little girl. They showed me how to care for my piercings and then I would carefully clean them with Claire’s cleaning solution every night before I went to bed. Once I ran out of it, I only trusted Claire’s special solution, even though my mom said I could just use hydrogen peroxide. Those bright red nails remind me of my mom: even though she had three small children, she somehow managed to always have perfect long red nails during our childhood and I thought they were so chic and elegant! Now when I want to feel a little more grown up, I paint my nails a classic red.”
“To this day, I love Claire’s so much. It’s so comforting because it reminds me of my childhood and is just so much eye candy,” says Wortell. “Every time I see a Claire’s boutique, I can’t resist going in to at least take a look and be transported back to a ’90s childhood moment. This nail polish set reminds me of one I had as a kid and would still love today – such a steal!” When Wortell finally moved on from the set, it was her own coming-of-age story. “The first time I got a manicure was as a special treat for my Bat Mitzvah,” she says. “I chose a French manicure because I thought it was sophisticated and I was becoming a woman, after all, wasn’t I?”
“Maybe I was a fairy in another life because my love of iridescent items is worrying!” jokes Noel. “This makeup bag is so cute and I’m always on the go so I love the hanger design,” she says. “Claire’s has had a huge impact on my life – a huge influence on my personal style – and is one of the reasons why my love for accessories is so strong,” says Noel. “I got my very first and second ear piercings at Claire’s in my hometown of Georgia – I remember it like it was yesterday. My friends from high school and I would spend hours looking at all the cute stud earrings and belly button piercings, even though our moms never let us get one.”
“A few years ago, I noticed a Claire’s pop-up in Midtown and I went in and bought some hair clips,” says Manhattan-based model and CG8 fashion designer Veronika Vilim, who is also a member of the band cumgirl8. “I love these because, first of all, I love hair clips—but I also think they’re cute with the faux hair. I would definitely wear them and braid my own hair in them too!”
“I went to Claire’s with my grandma to get my ears pierced on my birthday in fifth grade, and I remember picking out little purple studs that were supposed to be my birthstone, but my birthstone is a pearl, so I don’t know where that came from,” Vilim marvels. Looking back to the days before she got five holes pierced in each ear (now she has three), she adds, “I’ll never forget the magnetic earrings! I bought my very first hoops there too; I wore hoops in my ear, and one time I found them in all sorts of shapes, and I thought that was such a cute idea. When I saw these heart-shaped earrings, I wanted them too!”
“Ooo, this hair clip is definitely something I want,” says Vilim, who may have put it in one of the plush toy backpacks she bought in the early days. “I love cute hair clips. With long (longer) hair, I think a hair clip is essential because sometimes you just have to pin it up. This little peach bow tie would definitely do the trick while looking chic and cute!”
“When we were twelve or thirteen, I used to go shopping at Claire’s with my best friend and roam the high street on Saturday mornings,” recalls La Mignonette. “As a hair clip lover, this one looks amazing. I love the bright aquamarine blue of 2000.” As she browses the sea of online options at the updated e-commerce boutique, she realizes that little has changed. “Necklaces, hair clips… Claire has always had all the cool accessories!”
Pros:
✅ Nostalgic Appeal – Claire’s Revival embraces 20th century trends, offering OG shoppers a trip down memory lane, while Gen Z is getting to know the brand’s playful, experimental aesthetic.
✅ Affordable Accessories – The boutique continues to offer affordable jewelry, hair accessories and beauty products.
✅ Accessibility and Global Reach – Claire’s stores continue to be widely available, with locations in malls and city centers worldwide, as well as an expanded online presence.
✅ Entry into Beauty & Fashion – Many customers see Claire’s as their gateway into self-expression through beauty and accessories.
✅ Piercing Services – Claire’s remains a go-to destination for ear piercings, offering a convenient and affordable experience.
✅ Diverse Selection – From butterfly clips to dazzling cosmetic bags, Claire’s offers a mix of nostalgic and trendy items.
Cons:
❌ Quality concerns – Some customers feel that certain items, particularly jewelry, may not be as durable as higher-quality alternatives.
❌ Mall limitations – Although Claire’s has embraced e-commerce, some shoppers miss the physical shopping experience that has been lost with the decline of mall culture.
❌ Piercing risks – Although Claire’s is a popular choice, Claire’s piercing services have received mixed reviews, with some preferring professional piercing studios.
❌ Repetitive styles – Some shoppers feel that Claire’s accessories are geared more toward younger audiences, limiting choices for those seeking a more sophisticated Y2K aesthetic.
Customer reviews
⭐ “A nostalgic wonderland!” – “When I walk into Claire’s, it feels like I’m traveling back to my childhood. The butterfly clips, lip gloss sets and hoop earrings are exactly as I remember them. I love that they stayed true to their aesthetic!”
⭐ “Affordable but not the best quality” – “I love the variety of accessories, but some of the jewelry tarnishes quickly. If you’re looking for fun, trendy pieces, it’s great – but don’t expect long-lasting quality.”
⭐ “Perfect for piercings!” – “I got my ears pierced at Claire’s years ago and recently took my niece to get her first pair. The process was quick and easy and the staff was super friendly!”
⭐ “Online shopping lacks the magic” – “Claire’s was all about the in-store experience – the chaotic, colorful chaos. Online shopping just isn’t the same.”
⭐ “Still my go-to for cute accessories” – “Even as an adult, I buy hair clips and earrings at Claire’s. It’s fun, affordable, and keeps up with the trends!”
Bottom Line
Claire’s continues to maintain its iconic Y2K aesthetic, offering nostalgic accessories and beauty products that take shoppers back to the era of mall culture. While the boutique remains a popular destination for affordable jewelry, playful beauty items, and ear piercings, some concerns remain about product quality and changing shopping habits. Regardless, Claire’s ability to stay relevant in a rapidly changing fashion world proves that the love of sparkly, experimental, and affordable self-expression is timeless. Whether you’re a millennial reliving the past or a Gen Z shopper discovering Y2K trends for the first time, Claire’s remains an iconic go-to for fun and affordable accessories.
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