The jewellery and accessories chain Claire's is expected to return to UK high streets with about 50 stores to be reopened from June onwards. The operator of its shops in France, Austria, Portugal and Spain, French entrepreneur Julien Jarjoura, who also runs jewellery company Une Ligne, has secured the blessing of the US owner of the Claire's brand, Ames Watson, to open stores in the UK and is signing new leases with UK landlords.
Plans Emerge After Final Store Closures
The plans emerged just days after the chain closed its final UK stores with the loss of more than 1,000 jobs, ending three decades on British high streets. Jarjoura expressed sadness over the brand's decline, stating, "The brand was basically dead and we're bringing it back to life." He aims to reopen four to 10 stores a week in the UK from June.
Brand Repositioning and Investment
Jarjoura believes the brand suffered from a lack of investment and inappropriate products for the UK market, leading to heavy discounting. He plans to revamp stores, continue ear-piercing services, and introduce new jewellery and accessories ranging from £1.90 to over £100. "There will definitely be some brand repositioning," he said. "We are not a discount store but we like to sell stuff at a fair price." He acknowledges that the brand's image has been damaged and it will take time to regain customer trust.
Debt-Free Business and Long-Term Vision
Jarjoura, who already runs about 240 Claire's stores across Europe, has hired some former Claire's executives in the UK and may keep some of its 356 concessions. He is funding the UK business himself, ensuring it is debt-free, and does not expect immediate profits. "We need to invest in the business," he said. "We are not unrealistic in terms of getting benefits from this company for three to five years."
Overcoming Challenges
Despite concerns about business rates and employment costs in the UK, Jarjoura remains undeterred. "Nothing is easy but you can't always be blaming someone else for your own faults," he commented. Claire's, founded in Chicago in 1961, arrived in the UK in 1996 after acquiring Bow Jangles. It became a popular destination for teenagers but struggled recently due to competition and underinvestment. The UK arm's difficulties escalated after Claire's US and Canada entities filed for bankruptcy in August last year.
