Claire’s offers themed jewelry subscription boxes

Dan Berthiaume
Senior Editor, Technology
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Claire’s Stores is launching its first subscription service program.

A tween and teen accessories retailer is debuting its first subscription service program.

Claire’s Stores Inc. is rolling out Cdrop, a subscription program aimed at Gen Z and millennial customers that provides curated assortments of accessories and jewelry that reflect the latest trends. The program will launch with three themed “drops,” including one aimed at younger consumers and another at older teens and young adults. Each box also includes a special “surprise-and-delight” element.

Customers can subscribe to Cdrop two ways:  through quarterly drops annually for $30 per box, or a one-time drop for $32 a box. There is no ongoing commitment for customers and free shipping to all 50 states. Claire’s plans to release the next set of subscription boxes in December 2021.

"For more than 50 years, Claire's has been synonymous with fun, innovation and discovery through our ability to surprise and delight our customers with our trendsetting assortment, as well as the memorable experiences created through our piercing expertise and services,” said Beth Moeri, executive VP, chief merchandising officer of Claire's.As we continue to inspire customers and meet them where they live and shop, Cdrop provides the latest trends to empower today's customers to be their truest selves."

Signet Jewelers, the parent company of Zales and Kay Jewelers, also recently launched a jewelry subscription box program, although with more of a focus on rental. Signet acquired Rocksbox, a jewelry rental subscription platform, which allows its monthly members to rent exclusive and designer jewelry styles via its online platform.

Rocksbox members pay a $21 monthly subscription fee, which can be used as a credit toward buying any items in the rental box that they choose to keep. Signet said that, with the Rocksbox acquisition, it will tap into a highly engaged customer base, generate a new revenue stream and add another capability to its “connected-commerce” strategy.

In addition, Claire’s is entering the subscription market as teen spending is inching up, according to Piper Sandler’s recent semi-annual “Taking Stock With Teens” survey. The survey highlights spending trends and brand preferences from 7,000 teens (average age 16.1 years) across the country. In other findings, 96% of females claimed to shop online, compared to 88% in 2020.

“We are seeing a female-led spending recovery with upticks in spending on clothing, handbags and skincare in particular,” said Erinn Murphy, Piper Sandler senior research analyst.

Claire's Stores operates under two brand names: Claire's and Icing. Claire's Stores, Inc. operates approximately 2,500 owned and 8,000 concession stores in17 countries throughout North America and Europe. The company also has more than 300 franchised locations, primarily in the Middle East and South Africa.