Los Angeles, California, United States, February 2026 — Claire’s has appointed Michelle Goad as Chief Brand Officer, strengthening its senior leadership team following the brand’s acquisition by Ames Watson in September.
In this newly created role, Goad will report to Ames Watson co-founders and partners Lawrence Berger and Tom Ripley. She will be responsible for reinvigorating the brand, with a focus on elevating the piercing experience, enhancing piercer training, broadening the target customer base up to age 14, and modernising store presentation and marketing.
Goad joins Claire’s from Gap Inc.-owned Athleta, where she most recently served as Chief Digital Transformation Officer. Commenting on her appointment on LinkedIn, she described Claire’s as a brand deeply rooted in girlhood and a rite of passage for many, adding that she is excited to help reimagine its future for the next generation.
In her new role as Chief Brand Officer at Claire’s, Michelle Goad will lead the brand’s transformation agenda, with priorities spanning experience innovation, strengthened frontline capability through piercer training, customer expansion, and brand modernisation.
Prior to joining Claire’s, she served as Chief Digital Officer (CDO) at Athleta, where she led the digital business, customer experience, and e-commerce performance as part of the brand’s turnaround journey under Gap Inc.
Alongside her corporate leadership, Goad is also the Founder of Greatest Of All Digital, where she has worked as an operating partner in social-first brand building, advising organizations and investors on digital commerce growth through creator, content, and influencer-led strategies.
Earlier, she held fractional and transformation leadership roles with brands and platforms, including work with Alo Yoga, Market Studios, and TCG (The Chernin Group), supporting business acceleration through go-to-market strategy, operating model transformation, and growth initiatives.
Goad also brings deep experience from Nike, where she led several high-impact digital innovation and consumer commerce initiatives, including digital product strategy, branded services, and Gen Z-focused commerce incubations, helping shape next-generation consumer engagement models for the global brand.
About Claire’s
For more than 60 years, Claire’s has been the ultimate destination for self-expression, creativity, and everyday magic. With a broad retail and wholesale presence across North America and a rapidly growing international footprint, Claire’s continues to inspire the next generation to champion their own one-of-a-kind style.
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