New competitors across the nation have moved in on Claire’s turf, proving how difficult it is for longtime mall chains to stay popular.

The Illinois-based jewelry chain filed for Chapter 11 bankruptcy protection earlier this month, citing mounting competition, shifting consumer spending, the decline of in-store shopping and heavy debt.

Last week, executives said Ames Watson, a private equity firm that owns Champion Teamwear and Lids, will buy its North American business.

Meanwhile Lovisa’s fast-fashion jewelry shops, Rowan’s nurse-led ear-piercing studios and Gorjana’s coastal-inspired boutiques are gaining ground.

Mall of America in Bloomington, Minnesota, still has three Claire’s locations, but it has also added Rowan, Lovisa, Gorjana and Little Words Project, a beaded bracelet brand

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