PIERCING PAGODA INC
10-Q, 1996-11-13
JEWELRY STORES
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                                  UNITED STATES
                       SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C. 20549

                                    FORM 10-Q

                 (X) QUARTERLY REPORT PURSUANT TO SECTION 13 OR
                  15 (d) OF THE SECURITIES EXCHANGE ACT OF 1934

                For the quarterly period ended September 30, 1996

                                       OR

                 ( ) TRANSITION REPORT PURSUANT TO SECTION 13 OR
                  15 (d) OF THE SECURITIES EXCHANGE ACT OF 1934

                For the transition period from _______ to _______

                         Commission File Number 0-24860


                              PIERCING PAGODA, INC.

             (Exact Name of Registrant as Specified in its Charter)

            Delaware                                     23-1894725
(State or Other Jurisdiction of              (I.R.S. Employer Identification
 Incorporation or Organization)                             Number)


         3910 Adler Place
            Bethlehem, PA                                  18017
(Address of Principal Executive Offices)                 (Zip Code)

       Registrant's Telephone Number, Including Area Code: (610) 691-0437

                                       N/A
              (Former Name, Former Address and Former Fiscal Year,
                         if Changed Since Last Report.)


Indicate by check mark whether the registrant (1) has filed all reports required
to be filed  by  Section  13 or 15 (d) of the  Securities  Exchange  Act of 1934
during the preceding 12 months (or for such shorter  period that the  registrant
was  required  to file such  reports),  and (2) has been  subject to such filing
requirements for the past 90 days. Yes [ X ]   No [ ]

The number of shares outstanding of the registrant's common stock is 5,261,095
(as of November 12, 1996)


<PAGE>

                              PIERCING PAGODA, INC.


                                      INDEX
                                                                           PAGE
                      PART I - FINANCIAL INFORMATION                      NUMBER

Item 1.   Financial Statements

          Consolidated balance sheets as of
          September 30, 1996 and March 31, 1996                              3

          Consolidated statements of operations for the three months
          ended September 30, 1996 and 1995 and six months ended
          September 30, 1996 and 1995                                        4

          Consolidated statements of cash flows for the six months 
          ended September 30, 1996 and 1995                                  5

          Notes to consolidated financial statements                         7

Item 2    Management's discussion and analysis of financial condition 
          and results of operations                                          8

                          PART II - OTHER INFORMATION

Item 4    Submission of matters to a vote of security holders               12

Item 6    Exhibits and reports on form 8-k                                  13

          Signatures                                                        14


                                       2
<PAGE>

PART I - FINANCIAL INFORMATION

ITEM 1. FINANCIAL STATEMENTS

                      PIERCING PAGODA, INC. AND SUBSIDIARY
                           CONSOLIDATED BALANCE SHEETS
                        (In thousands, except share data)
<TABLE>
<CAPTION>
                                                                           September, 30     March 31,
                                                                               1996            1996
Assets                                                                     (Unaudited)
<S>                                                                            <C>            <C>    

Current assets:
    Cash                                                                       $ 2,276        $ 1,864
    Accounts receivable                                                            877            794
    Inventory                                                                   37,383         25,390
    Deposits for inventory purchases                                             3,431            361
    Prepaid expenses and other current assets                                      298            468
    Prepaid income taxes                                                         1,138            883
    Deferred tax assets                                                            693            693

                                                                               -------        -------
Total current assets                                                            46,096         30,453

Property, fixtures and equipment, net                                           19,223         15,806
Other assets                                                                     1,664          1,647

                                                                               =======        =======
                                                                               $66,983        $47,906
                                                                               =======        =======
    Liabilities and Stockholders' Equity

Current liabilities
    Accounts payable                                                           $ 9,243        $ 1,811
    Current installments of long-term debt and revolving line of credit         17,388          5,910
    Accrued expenses and taxes withheld                                          6,436          6,784

                                                                               -------        -------
Total current liabilities                                                       33,067         14,505

Long-term debt, less current installments                                        2,707          2,350
Deferred tax liabilities                                                         1,259          1,259
Unbilled rent                                                                      270            213

                                                                               -------        -------
Total liabilities                                                               37,303         18,327

Commitments and contingencies
Stockholders' equity
    Preferred stock, par value $.01 per share,
         authorized 3,000,000 shares. None issued                                   --             --
    Common stock, par value $.01 per share, authorized
         15,000,000 shares. Issued 5,258,952 shares and 5,240,293
         at September, 30, 1996 and March 31, 1996, respectively                    53             53
    Additional paid-in capital                                                  22,354         22,183
    Retained earnings                                                            7,273          7,343

                                                                               -------        -------
Total stockholders' equity                                                      29,680         29,579
                                                                               -------        -------
                                                                               $66,983        $47,906
                                                                               =======        =======
</TABLE>


See accompanying notes to consolidated financial statements.

                                       3
<PAGE>

                      PIERCING PAGODA, INC. AND SUBSIDIARY
                      CONSOLIDATED STATEMENTS OF OPERATIONS
                      (In thousands, except per share data)
                                   (Unaudited)


<TABLE>
<CAPTION>
                                                        Three months ended                Six months ended
                                                           September 30,                    September 30,
                                                       1996             1995            1996            1995
<S>                                                 <C>              <C>             <C>              <C>     
Net sales                                            $ 32,439         $ 23,012        $ 62,683         $ 45,387
Cost of goods sold and occupancy expenses,
    (excluding depreciation on kiosks)                 18,723           13,142          36,186           26,222
                                                     --------         --------        --------         --------
Gross profit                                           13,716            9,870          26,497           19,165

Selling, general and administrative expenses,
    (including depreciation on kiosks)                 13,477            9,528          25,898           18,455
                                                     --------         --------        --------         --------
Income from operations                                    239              342             599              710

Interest and other income                                  74               60             134              108
Interest expense                                          487              311             848              451
                                                     --------         --------        --------         --------
Earnings (loss) before income taxes                      (174)              91            (115)             367

Income tax expense (benefit)                              (69)              46             (45)             160
                                                     ========         ========        ========         ========
Net income (loss)                                    ($   105)        $     45        ($    70)        $    207
                                                     ========         ========        ========         ========

Earnings (loss) per share                            ($  0.02)        $   0.01        ($  0.01)        $   0.04
                                                     ========         ========        ========         ========

Weighted average common shares and
    common share equivalents                            5,370            5,315           5,369            5,294
                                                     ========         ========        ========         ========
</TABLE>

See accompanying notes to consolidated financial statements.

                                       4

<PAGE>
                      PIERCING PAGODA, INC. AND SUBSIDIARY
                      CONSOLIDATED STATEMENTS OF CASH FLOWS
                                 (In thousands)
                                   (Unaudited)
<TABLE>
<CAPTION>
                                                                         Six-months ended
                                                                           September 30,
                                                                       1996             1995
<S>                                                                  <C>              <C>     
Cash flows from operating activities:
   Net income (loss)                                                 ($    70)        $    207
   Adjustments to reconcile net income to net cash used
     in operating activities:
       Depreciation and amortization                                    1,639            1,291
       Loss on disposal of property, fixtures and equipment                48               27
       Other changes in other assets                                      (85)            (189)
       Deferred income taxes                                               --             (126)
       Decrease (increase) in assets:
         Accounts receivable                                              (83)             264
         Inventory                                                    (11,993)         (13,169)
         Deposits for inventory purchases                              (3,070)          (2,730)
         Prepaid expenses and other current assets                        170           (1,420)
         Prepaid income taxes                                            (255)              --
       Increase (decrease) in liabilities:
         Accounts payable                                               7,432            4,545
         Tax indemnification payable                                       --           (1,202)
         Income taxes payable                                              --              (20)
         Accrued expenses and taxes withheld                             (348)             658
         Unbilled rent                                                     57              (12)

                                                                     --------         --------
Net cash used in operating activities                                  (6,558)         (11,876)

Cash flows from investing activities:
   Additions to property, fixtures and equipment                       (5,070)          (3,764)
   Proceeds from disposal of property, fixtures and equipment              19               --
   Noncurrent deposits, net                                                15              (49)

                                                                     --------         --------
Net cash used in investing activities                                  (5,036)          (3,813)

Cash flows from financing activities:
   Repayments of long-term debt                                           (10)              --
   Revolving line of credit, net                                       11,445           14,300
   Proceeds from issuance of long-term debt                               400               --
   Cash dividends paid                                                     --              (45)
   Proceeds from issuance of common stock                                 171               --

                                                                     --------         --------
Net cash provided by financing activities                              12,006           14,255

                                                                     --------         --------
Net increase (decrease) in cash                                           412           (1,434)

Cash at beginning of period                                             1,864            2,320

                                                                     ========         ========
Cash at end of period                                                $  2,276         $    886
                                                                     ========         ========
</TABLE>

                                       5
<PAGE>
                      PIERCING PAGODA, INC. AND SUBSIDIARY
                CONSOLIDATED STATEMENTS OF CASH FLOWS (Continued)
                                 (In thousands)
                                   (Unaudited)

<TABLE>
<CAPTION>
                                                            Six months ended
                                                              September 30,
                                                            1996          1995
<S>                                                        <C>           <C>   
Supplemental  disclosures of cash flow information:
  Cash paid during the period for:
     Interest                                              $  801        $  433
                                                           ======        ======
     Income taxes, net                                     $  210        $1,763
                                                           ======        ======
</TABLE>

See accompanying notes to consolidated financial statements.

                                       6

<PAGE>

NOTES TO CONSOLIDATED FINANCIAL STATEMENTS

Note 1    Summary of significant accounting policies

       The accompanying  consolidated  financial  statements of Piercing Pagoda,
       Inc. and subsidiary (the "Company") have been prepared in accordance with
       the  instructions  to Form 10-Q and do not include all of the information
       and footnotes  required by generally accepted  accounting  principles for
       complete financial  statements.  These consolidated  financial statements
       include the results of operations for Piercing Pagoda,  Inc. and a wholly
       owned subsidiary.  All intercompany  transactions have been eliminated in
       consolidation.  These consolidated financial statements should be read in
       conjunction with the Company's financial statements and notes thereto for
       the year ended March 31, 1996. The financial  information included herein
       is  unaudited;   however,   the  information   reflects  all  adjustments
       (consisting  solely of normal  recurring  adjustments)  that are,  in the
       opinion of management, necessary for a fair presentation of the financial
       position, results of operations and cash flows for the interim periods.

       Operating  results  for  the  three-month  and  six-month  periods  ended
       September 30, 1996 are not necessarily indicative of the results that may
       be expected for the entire fiscal year.

Note 2    Property, Fixtures and Equipment

       A summary of major classes of property, fixtures and equipment follows
       (in thousands):

<TABLE>
<CAPTION>
                                                                September 30,   March 31,
                                                                    1996          1996
<S>                                                               <C>            <C>    
          Land                                                    $   688        $   688
          Furniture and fixtures                                    2,352          2,077
          Kiosks                                                   16,523         13,908
          Building and improvements                                 4,005          3,822
          Computer equipment, software and other equipment          6,700          5,130
                                                                  -------        -------
                                                                   30,268         25,625
          Less accumulated depreciation and amortization           11,045          9,819
                                                                  =======        =======
                                                                  $19,223        $15,806
                                                                  =======        =======
</TABLE>

                                       7
<PAGE>

ITEM 2.

MANAGEMENT'S DISCUSSION AND ANALYSIS OF FINANCIAL
CONDITION AND RESULTS OF OPERATIONS

Background

       The Company's  consolidated  net sales are  comprised  primarily of sales
       generated by the Company's stores and, to a much lesser extent, wholesale
       sales primarily to an independent  store operator in Florida to which the
       Company  licenses  the use of its store name and  concept  (the  "Florida
       Licensee"). Cost of goods sold and occupancy expenses include the cost of
       merchandise, rent and occupancy and the cost of preparing merchandise for
       sale.  Selling,  general and  administrative  expenses  include store and
       supervisory payroll,  corporate overhead and non-occupancy store expenses
       including depreciation of kiosks.

Results of operations

Three months ended September 30, 1996 and 1995

       Consolidated net sales increased $9.4 million, or 41%, from $23.0 million
       for the three months ended  September  30, 1995 to $32.4  million for the
       three months ended September 30, 1996. This increase was primarily due to
       an  increase in the  average  number of stores open for the three  months
       ended  September 30, 1996 as compared to the three months ended September
       30, 1995 and a $2.1  million,  or 9%,  increase in  comparable  store net
       sales.  There  were a total of 565  stores  open at  September  30,  1996
       compared to 416 at September  30,  1995,  an increase of 36%. The average
       jewelry  units sold per store  increased 4% to 2,500 for the three months
       ended  September 30, 1996  compared to 2,400 at September  30, 1995.  The
       average  price per jewelry unit sold was  relatively  unchanged at $22.72
       for the three months ended  September 30, 1996 compared to $22.90 for the
       three months ended September 30, 1995.

       Gross profit  increased  $3.8 million,  or 38%, from $9.9 million for the
       three  months  ended  September  30, 1995 to $13.7  million for the three
       months  ended  September  30, 1996.  The  Company's  gross profit  margin
       decreased  from 42.9% for the three  months ended  September  30, 1995 to
       42.3% for the three months  ended  September  30,  1996.  The increase in
       gross profit dollars was attributable primarily to the Company's increase
       in net sales.  The decrease in the Company's gross profit margin reflects
       a lower gross profit on merchandise  sold,  partially offset by decreases
       in rent and occupancy expenses as a percentage of net sales. The decrease
       in gross profit margin  reflects the Company's  efforts to provide better
       customer value and increase  dollar and unit sales.  The decrease in rent
       and occupancy as a percentage of net sales reflects the fact that despite
       the  increase  in net sales,  many  stores were below the points at which
       percentage rents would have been required. Additionally, relatively fixed
       common area  maintenance,  mall  advertising  and other costs were spread
       over a higher level of net sales.

       Selling,  general and administrative  expenses increased $4.0 million, or
       42%,  from $9.5 million for the three 

                                       8
<PAGE>

       months  ended  September  30, 1995 to $13.5  million for the three months
       ended September 30, 1996. As a percentage of net sales, selling,  general
       and  administrative  expenses  increased  from 41.4% for the three months
       ended  September  30, 1995 to 41.5% for the three months ended  September
       30,  1996.  The  increase in dollars was  attributable  primarily  to the
       increase  in the  number  of  stores  and the  pre-opening  costs for new
       stores,  as well as higher  supervisory  and  administrative  expenses to
       support the current and expected growth in stores.  Selling,  general and
       administrative  expenses  increased as a  percentage  of net sales due to
       higher  expenses  associated  with  new  store  growth  and  an  improved
       incentive package for store personnel implemented in the third quarter of
       fiscal 1996.  Depreciation  and amortization  expense  increased 11% from
       $771,000 for the three months  ended  September  30, 1995 to $858,000 for
       the three  months  ended  September  30,  1996 due  primarily  to capital
       expenditures  for  new  stores,  the  upgrading  of  kiosks  in  existing
       locations and the expansion of the Company's  corporate  headquarters and
       distribution center completed in fiscal 1996.

       Interest expense increased $176,000,  or 57%, from $311,000 for the three
       months  ended  September  30, 1995 to $487,000 for the three months ended
       September 30, 1996, and as a percentage of net sales  increased from 1.4%
       for the  three  months  ended  September  30,  1995 to 1.5% for the three
       months ended September 30, 1996. The increase in interest expense was due
       primarily to higher average  balances on the Company's  revolving line of
       credit  agreement,  an  increase  in fees paid under the  Company's  gold
       consignment  arrangements  due to a greater  number of ounces  consigned,
       outstanding  long-term debt of $2.9 million issued in connection with the
       expansion  of  the  Company's  corporate  headquarters  and  distribution
       facility in the prior fiscal year.

       As a result of the foregoing,  the Company's net income fell from $45,000
       for the three months ended  September  30, 1995 to a net loss of $105,000
       for the three months ended September 30, 1996.

Six months ended September 30, 1996 and 1995

       Consolidated  net sales  increased  $17.3  million,  or 38%,  from  $45.4
       million for the six months ended  September 30, 1995 to $62.7 million for
       the six months ended  September 30, 1996. This increase was primarily due
       to an increase  in the  average  number of stores open for the six months
       ended  September  30, 1996 as compared to the six months ended  September
       30, 1995 and a $3.0  million,  or 7%,  increase in  comparable  store net
       sales.  There  were a total of 565  stores  open at  September  30,  1996
       compared to 416 at September  30,  1995,  an increase of 36%. The average
       jewelry  units  sold per store  increased  4% to 4,900 for the six months
       ended  September  30,  1996  compared  to 4,700 for the six months  ended
       September 30, 1995.  The average price per jewelry unit sold increased 3%
       to $23.60 for the six months ended  September 30, 1996 compared to $22.90
       for the six months ended September 30, 1995.

       Gross profit  increased $7.3 million,  or 38%, from $19.2 million for the
       six months ended  September  30, 1995 to $26.5 million for the six months
       ended  September  30, 1996.  The Company's  gross profit margin  improved
       slightly from 42.2% for the six months ended  September 30, 1995 to 42.3%
       for the six months ended September 30, 1996. The increase in gross profit
       dollars  was  attributable  primarily  to the  Company's  increase in net
       sales.  The  increase in the  Company's  gross profit  margin  reflects a
       slightly lower

                                       9
<PAGE>

       gross profit on merchandise  sold,  offset by a reduction in sales to the
       Florida licensee relative to the total sales of the Company. Sales to the
       Florida  licensee  provide a lower gross  margin than the  Company's  own
       retail sales.

       Selling,  general and administrative  expenses increased $7.4 million, or
       40%,  from $18.5  million for the six months ended  September 30, 1995 to
       $25.9  million  for  the  six  months  ended  September  30,  1996.  As a
       percentage of net sales,  selling,  general and  administrative  expenses
       increased from 40.7% for the six months ended September 30, 1995 to 41.3%
       for the six months ended  September 30, 1996. The increase in dollars was
       attributable  primarily  to the  increase in the number of stores and the
       pre-opening  costs  for new  stores,  as well as higher  supervisory  and
       administrative  expenses to support the  current and  expected  growth in
       stores.  Selling,  general and  administrative  expenses  increased  as a
       percentage of net sales due to higher expenses  associated with new store
       growth and an improved incentive package for store personnel  implemented
       in the  third  quarter  of fiscal  1996.  Depreciation  and  amortization
       expense  increased  23%  from  $1.3  million  for  the six  months  ended
       September 30, 1995 to $1.6 million for the six months ended September 30,
       1996 due primarily to capital  expenditures for new stores, the upgrading
       of  kiosks in  existing  locations  and the  expansion  of the  Company's
       corporate headquarters and distribution center completed in fiscal 1996.

       Interest expense  increased  $397,000,  or 88%, from $451,000 for the six
       months  ended  September  30, 1995 to $848,000  for the six months  ended
       September 30, 1996, and as a percentage of net sales  increased from 1.0%
       for the six months  ended  September  30, 1995 to 1.4% for the six months
       ended  September  30,  1996.  The  increase in  interest  expense was due
       primarily to higher average  balances on the Company's  revolving line of
       credit  agreement,  an  increase  in fees paid under the  Company's  gold
       consignment  arrangements  due to a greater  number of ounces  consigned,
       outstanding  long-term debt of $2.9 million issued in connection with the
       expansion  of  the  Company's  corporate  headquarters  and  distribution
       facility in the prior fiscal year.

       As a result of the  foregoing,  the Company's net income  decreased  from
       $207,000  for the six months  ended  September  30, 1995 to a net loss of
       $70,000 for the six months ended September 30, 1996.

Liquidity and capital resources

       The  Company's  primary  on-going  capital  requirements  are to  fund an
       increase  in  inventory  and to fund  capital  expenditures  and  working
       capital (mostly  inventory) for new stores. The Company's primary sources
       of  liquidity  are funds  provided by  operations,  its gold  consignment
       program and bank borrowings.  Due to the seasonal nature of the Company's
       business,  outstanding  borrowings under its credit facilities  generally
       peak during the second and third fiscal quarters as the Company  finances
       inventory  purchases in advance of the year-end  holiday shopping season.
       At September 30, 1996,  the Company had  outstanding  borrowings of $17.2
       million under its revolving  line of credit and $2.9 million of long-term
       debt outstanding. In addition, the Company had consigned 65,000 ounces of
       gold under its gold  consignment  program valued at  approximately  $24.6
       million.

                                       10
<PAGE>

       Net cash used in operating activities was $6.6 million for the six months
       ended September 30, 1996 compared to $11.9 million for the same period in
       the prior year. Net cash used in operating  activities primarily reflects
       increases in inventory and deposits for merchandise  purchases to support
       newly opened stores and future scheduled store openings.

       Net cash used in investing  activities  was $5.0  million  during the six
       months ended  September 30, 1996 compared to $3.8 million  during the six
       months ended  September 30, 1995.  Net cash used in investing  activities
       primarily  reflects the addition of property,  fixtures and  equipment in
       connection with the opening of new stores.

       Net cash provided by financing  activities  was $12.0 million for the six
       months  ended  September  30,  1996  versus  $14.3  million  provided  by
       financing activities during the six months ended September 30, 1995. Cash
       provided by financing  activities  during the six months ended  September
       30, 1996 primarily reflects an increase in borrowings under the Company's
       revolving  line of credit  agreement to support the  increased  number of
       stores currently operating and anticipated new store openings.  Also, the
       Company obtained an additional $400,000 long term loan in connection with
       the expansion of the Company's  corporate  headquarters  and distribution
       facility in the prior fiscal year.

       On September 5, 1996, the Company's revolving credit facility was amended
       to extend the term of the  agreement  to October 31, 1996 and to increase
       the amount of funds available. The amended agreement provided for maximum
       borrowings  of  $50.0  million  with a cash  advance  sub-limit  of $30.0
       million.  This credit facility was further amended on October 18, 1996 to
       extend the term of the agreement to December 31, 1996 and to increase the
       borrowing  limit to $60.0  million,  with a $36.0  million  cash  advance
       sub-limit.  At September 30, 1996, the Company had $7.6 million available
       to be borrowed under its then existing  revolving credit facility and was
       in compliance  with covenants  contained in the agreement or had obtained
       appropriate  waivers.  The Company  believes that the expected cash flows
       from operations, its gold consignment program and bank borrowings will be
       sufficient  to fund  the  Company's  currently  anticipated  capital  and
       liquidity needs.

Seasonality

       The  Company's  business  is highly  seasonal.  Due to the  impact of the
       year-end holiday shopping season,  the Company  experiences a substantial
       portion  of its annual net sales and  profitability  in its third  fiscal
       quarter  (ending  December 31st).  The Company has generally  experienced
       lower net sales in each of the  first,  second and  fourth  quarters  and
       lower net income or net losses in each of those quarters.

       The Company's  results of operations  may also  fluctuate from quarter to
       quarter as a result of a variety of factors,  including  fluctuations  in
       the price of gold or gold consignment rates, the amount and timing of new
       store openings, the integration of such new stores into the operations of
       the Company and the net sales contributed by new stores.  The addition of
       a large number of new stores significantly  affects results of operations
       on a quarter-to-quarter basis.

                                       11

<PAGE>

Forward-Looking Statements

       The  Private  Securities  Litigation  Reform Act of 1995  provides a safe
       harbor  for  forward-looking  statements.  A number  of the  matters  and
       subject  areas  discussed  in  "Management's  Discussion  and Analysis of
       Financial  Condition  and  Results  of  Operations"  are not  limited  to
       historical or current facts and deal with potential future  circumstances
       and developments. Forward-looking statements include those related to the
       Company's  ability to fund  anticipated  capital and liquidity  needs.  A
       variety of factors  could cause the  Company's  actual  results to differ
       materially  from  the  expected   results   expressed  in  the  Company's
       forward-looking  statements. The risks and uncertainties which may affect
       the operation and results of the Company's business include,  but are not
       limited to, general  economic  conditions and the impact on discretionary
       spending  in the  geographic  areas  where a  significant  number  of the
       Company's  stores are  located,  fluctuations  in the price of gold,  the
       Company's  ability to finance its gold  merchandise  and the cost of such
       financing,  future  regulation  regarding  ear piercing  activities,  the
       ability to obtain favorable store locations on satisfactory  lease terms,
       the  Company's  ability to  finance  expansion  plans and  changes in the
       competitive environment in which the Company operates.

PART II - OTHER INFORMATION

ITEM 4.  SUBMISSION OF MATTERS TO A VOTE OF SECURITY HOLDERS

       On  September  18,  1996,  the  Registrant  held its  Annual  Meeting  of
       Stockholders. The stockholders approved the following proposals:

       To elect one  director  to hold office  until the 1999 Annual  Meeting of
       Stockholders and until his successor has been duly elected and qualified.

                  Director                  For                        Against

              John F. Eureyecko            4,660,816                     2,942

       To approve the Piercing Pagoda, Inc. Employee Stock Purchase Plan.

                  For                       Against                    Abstain

                 4,644,883                     9,522                     5,399

       To ratify  the  appointment  of KPMG Peat  Marwick  LLP as the  Company's
       independent auditors for the 1997 fiscal year.

                  For                       Against                    Abstain

                 4,662,358                       100                     1,300

                                       12
<PAGE>

ITEM 6.  EXHIBITS AND REPORTS ON FORM 8-K

     a)   Exhibits

          3.1  Restated   Certificate   of   Incorporation   of  the  Registrant
               (incorporated  by  reference  to Exhibit 3.1 to the  Registrant's
               Registration Statement on Form S-1, File No. 33-80200,  initially
               filed with the  Securities  and Exchange  Commission  on June 14,
               1994).

          3.2  Amended and Restated  By-Laws of the Registrant  (incorporated by
               reference  to  Exhibit  3.2  to  the  Registrant's   Registration
               Statement on Form S-1, File No.  33-80200,  initially  filed with
               the Securities and Exchange Commission on June 14, 1994).

          4    Specimen Common Stock  Certificate  (incorporated by reference to
               Exhibit 4 to the Registrant's Registration Statement on Form S-1,
               File  No.  33-80200,  initially  filed  with the  Securities  and
               Exchange Commission on June 14, 1994).

          10.1 Third  Amendment  to Third  Amended and Restated  Loan  Agreement
               dated September 5, 1996 between the Registrant and Summit Bank.

          10.2 Eleventh Replacement  Revolving Loan Note dated September 5, 1996
               between the Registrant and Summit Bank.

          10.3 Fourth  Amendment to Third  Amended and Restated  Loan  Agreement
               dated October 18, 1996 between the Registrant and Summit Bank.

          10.4 Twelfth  Replacement  Revolving  Loan Note dated October 18, 1996
               between the Registrant and Summit Bank.

          11   Statement  regarding  computation  of net income per common share
               and common share equivalent.

     b)   Reports on Form 8-K

          During the quarter  ended  September  30, 1996, no reports on Form 8-K
          were filed.

                                       13
<PAGE>

SIGNATURES


       Pursuant to the requirements of the Securities  Exchange Act of 1934, the
       Registrant  has duly caused this report to be signed on its behalf by the
       undersigned thereunto duly authorized.




                                                  PIERCING PAGODA, INC.
                                                       (Registrant)



      Date:      November 12, 1996                /s/ John F. Eureyecko
                                                  ---------------------
                                                  John F. Eureyecko
                                                  President,
                                                  Chief Operating Officer
                                                  (Principal Financial Officer)



      Date:      November 12, 1996                /s/ Brandon R. Lehman
                                                  ---------------------
                                                  Brandon R. Lehman
                                                  Treasurer
                                                  (Principal Accounting Officer)


                                       14
<PAGE>



                                INDEX TO EXHIBITS

                                                                    Sequentially
     Exhibit                                                          Numbered
      Number                                                            Page

        10.1    Third Amendment to Third Amended and Restated Loan
                Agreement dated September 5, 1996 between the
                Registrant and Summit Bank.                               16

        10.2    Eleventh Replacement Revolving Loan Note dated
                September 5, 1996 between the Registrant and Summit
                Bank.                                                     20

        10.3    Fourth Amendment to Third Amended and Restated Loan
                Agreement dated October 18, 1996 between the
                Registrant and Summit Bank.                               23

        10.4    Twelfth Replacement Revolving Loan Note dated October
                18, 1996 between the Registrant and Summit Bank.          27

        11      Statement regarding computation of net income per
                common share and common share equivalent                  30

                                  15


                        THIRD AMENDMENT TO THIRD AMENDED
                           AND RESTATED LOAN AGREEMENT

     This  Third   Amendment  to  Third  Amended  and  Restated  Loan  Agreement
("Amendment")  is made this 5th day of September,  1996 by and between  Piercing
Pagoda,  Inc.  ("Borrower"),  a Delaware  corporation having its chief executive
office at 3910 Adler  Place,  Bethlehem,  Pennsylvania  18017,  and Summit Bank,
successor-in-interest  to First Valley Bank ("Bank"), a Pennsylvania bank having
offices at One Bethlehem Plaza, Bethlehem, Pennsylvania 18018.

BACKGROUND

     A.  Pursuant to the terms and subject to the  conditions  set forth in that
certain Third Amended and Restated Loan Agreement dated February 13, 1995 by and
between  Borrower  and Bank (under its former  name),  as amended  pursuant to a
letter  agreement  dated April 21,  1995  between  Borrower  and Bank (under its
former  name),  that  certain  Amendment  to Third  Amended  and  Restated  Loan
Agreement  dated  August 4, 1995  between  Borrower  and Bank  (under its former
name),  and as amended by that certain  Second  Amendment  to Third  Amended and
Restated Loan Agreement dated November 21, 1995 between Borrower and Bank (under
its former name) (as amended,  the "Loan  Agreement")  and related  instruments,
agreements  and  documents  (collectively,  along with the Loan  Agreement,  the
"Financing Agreements"), Borrower is currently indebted to Bank for repayment of
various loans,  advances and extensions of credit made by Bank from time to time
to or for the benefit of Borrower under a certain  revolving  credit facility in
the sum of up to Forty Million  ($40,000,000.00) Dollars (the "Revolving Loan"),
which indebtedness is evidenced by that certain Tenth Replacement Revolving Loan
Note  dated  November  21,  1995 in the  principal  sum of  Forty-Three  Million
($43,000,000.00)  Dollars  executed and delivered by Borrower to Bank (under its
former name) (the "Tenth Replacement Revolving Loan Note").

     B.  Borrower  has  requested  that  Bank (a)  increase  the  amount  of the
Revolving  Loan,  (b) extend the  maturity  date of the  Revolving  Loan and (c)
otherwise  amend and modify  certain of the other terms and conditions set forth
in the Loan Agreement and the other Financing Agreements, and Bank is willing to
do so under the terms and subject to the  conditions set forth in this Amendment
and in the instruments, agreements and documents to be executed and/or delivered
pursuant to this Third Amendment.

     NOW,   THEREFORE,   with  the  foregoing   Background  deemed  incorporated
hereinafter by this reference and hereby made a part hereof, the parties hereto,
intending to be legally bound, hereby further covenant and agree as follows:

SECTION 1.     DEFINITIONS.

     1.01 Capitalized Terms. All capitalized terms not otherwise defined in this
Amendment shall have the meanings ascribed to such terms in the Loan Agreement.

SECTION 2.     CONFIRMATION OF EXISTING INDEBTEDNESS AND RATIFICATION OF 
               FINANCING AGREEMENTS.

     2.01 Confirmation of Existing Indebtedness. Borrower hereby unconditionally
acknowledges and confirms that: the outstanding principal balance of Borrower to
Bank evidenced by the Tenth  Replacement  Revolving Loan Note is, as of the date
hereof,  Fourteen  Million  Two-Hundred  Fifty-Four  Thousand  Eight Hundred and
Thirty-Three and 36/100  ($14,254,833.36)  Dollars; the aggregate face amount of
Letters of Credit issued by Bank or CoreStates Bank, N.A., successor-in-interest
to Meridian Bank for the account of Borrower  under the Revolving Loan is, as of
the  date  hereof,   Twenty-Two   Million   One-hundred   Sixty-

                                       16
<PAGE>

Three Thousand Three-hundred and 00/100  ($22,163,300.00)  Dollars;  interest on
the  Obligations  has been paid  through  August  15,  1996;  and the  foregoing
indebtedness,  together with  continually  accruing  interest and related costs,
fees and expenses is, as of the date hereof, owing without claim,  counterclaim,
right of recoupment, defense or set-off of any kind or of any nature whatsoever.

     2.02 Ratification of Financing Agreements.

          (A)  Borrower  hereby   unconditionally   ratifies  and  confirms  and
reaffirms in all respects and without condition, all of the terms, covenants and
conditions  set forth in the  Financing  Agreements,  and agrees that it remains
unconditionally  liable  to  Bank  in  accordance  with  the  respective  terms,
covenants and conditions of such instruments, agreements and documents.

          (B) Without  limiting  the  generality  of the  immediately  preceding
Subparagraph 2.02(A), the Borrower hereby unconditionally  ratifies and confirms
and  reaffirms in all  respects and without  condition,  the  provisions  of the
Financing Agreements permitting Bank to Confess Judgment against the Borrower.

SECTION 3.     AMENDMENTS TO FINANCING AGREEMENTS.

          (A) The text of  Paragraph  1.2.1 of the Loan  Agreement is deleted in
its entirety and replaced with the following:

          "Revolving Loan Termination  Date" means October 31, 1996, unless such
          date is extended by Bank and evidenced by a confirming  written notice
          to Borrower.

     3.01 The Revolving Loan.

          (A) For the  period  from the  date of this  Third  Amendment  through
Revolving  Loan  Termination  Date,  the  Line  Limit  shall  be  Fifty  Million
($50,000,000.00)  Dollars and the Cash Advance  Sublimit shall be Thirty Million
($30,000,000.00) Dollars.

     3.02  The  Eleventh  Replacement  Revolving  Loan  Note.  Contemporaneously
herewith,  Borrower  shall execute and deliver to Bank its note in the principal
sum  of  Fifty  Million  ($50,000,000.00)  Dollars  (the  "Eleventh  Replacement
Revolving Loan Note") to evidence  Borrower's  Obligations to repay Bank, on the
Revolving Loan Termination  Date, with interest at the applicable Rate set forth
at Paragraph 2.08 of the Loan Agreement,  for all loans, advances and extensions
of credit made or to be made by Bank to or for the benefit of Borrower under the
Revolving  Loan,  all  as  more  fully  described  in the  Eleventh  Replacement
Revolving  Loan Note,  the terms,  covenants and  conditions of which are hereby
deemed  incorporated  herein by this reference and made a part hereof.  The term
"Note" is hereby amended to mean and include the Eleventh Replacement  Revolving
Loan Note.

SECTION 4.     WARRANTIES AND REPRESENTATIONS.

     4.01  Reaffirmation of Warranties and  Representations.  All warranties and
representations  set  forth  in the  Loan  Agreement  and  the  other  Financing
Agreements are hereby  reasserted and restated by Borrower as of the date hereof
as if set forth at length herein,  except as modified by information  previously
provided,  in writing,  to Bank or acknowledged,  in writing,  by Bank. Borrower
hereby acknowledges that such warranties and representations, and the warranties
and  representations set forth below, are being specifically relied upon by Bank
as a material inducement to Bank to enter into this Third Amendment and increase
the amount of the Revolving Loan.

                                       17

<PAGE>

     4.02  Additional  Warranties and  Representations.  To induce Bank to enter
into this Third Amendment, Borrower represents and warrants to Bank that:

          (A) Borrower has the power,  authority  and capacity to enter into and
perform this Third Amendment,  the Eleventh Replacement  Revolving Loan Note and
all related instruments,  agreements and documents, and to incur the Obligations
herein and therein provided for, and Borrower has taken all proper and necessary
corporate  action to authorize the execution,  delivery and  performance of this
Third  Amendment,  the  Eleventh  Replacement  Revolving  Loan Note and  related
instruments, agreements and documents;

          (B) This Third  Amendment is, and the Eleventh  Replacement  Revolving
Loan Note  when  delivered  will be,  valid,  binding  and  enforceable  against
Borrower in accordance with their respective terms; and

          (C) No consent, approval or authorization of, or filing,  registration
or  qualification  with,  any Person is  required  to be obtained by Borrower in
connection with the execution and delivery of this Third Amendment, the Eleventh
Replacement  Revolving  Loan  Note  or  any  related  instrument,  agreement  or
document,   or  undertaking  or  performance  of  any  Obligation  hereunder  or
thereunder.


SECTION 5.     CONDITIONS PRECEDENT.

     This Third Amendment is subject to the following  conditions precedent (all
instruments,  agreements and documents to be in form and substance  satisfactory
to Bank and its counsel):

     5.01  Documents  Required for Closing.  Borrower  shall have duly  executed
and/or  delivered (or caused to be duly executed  and/or  delivered) to Bank the
following:

          (A) The  Eleventh  Replacement  Revolving  Loan  Note and  each  other
instrument,  agreement and document to be executed and/or delivered  pursuant to
this Amendment and/or the instruments,  agreements and documents  referred to in
this Amendment;

          (B) A  certified  (as of the  date of this  Third  Amendment)  copy of
resolutions of Borrower's Board of Directors authorizing the execution, delivery
and performance of this Third Amendment, the Eleventh Replacement Revolving Loan
Note and each other document to be executed and/or delivered pursuant hereto and
any other instrument, agreement or document referred to herein;

          (C) A certification  that Borrower's  certificate of incorporation and
by-laws remain unchanged from Closing;

          (D) A  certificate  (dated  the  date  of  this  Third  Amendment)  of
Borrower's  corporate  secretary as to the incumbency and specimen signatures of
the  officers  of  Borrower   executing  this  Third  Amendment,   the  Eleventh
Replacement  Revolving Loan Note and each other  document to be executed  and/or
delivered pursuant hereto or thereto; and

          (E)  Such  other  instruments,  agreements  and  documents  as  may be
required by Bank and/or its counsel.

SECTION 6.     MISCELLANEOUS.

     6.01 Integrated Agreement. This Third Amendment and all of the instruments,
agreements and documents  executed  and/or  delivered in  conjunction  with this
Third Amendment shall be effective upon the date of execution hereof and thereof
by all parties  hereto and thereto,  

                                       18
<PAGE>

and shall be deemed  incorporated into and made a part of the Loan Agreement and
the other Financing Agreements. All such instruments,  agreements and documents,
and this Third Amendment,  shall be construed as integrated and complementary of
each other,  and as augmenting  and not  restricting  Bank's  rights,  remedies,
benefits and security. If, after applying the foregoing,  an inconsistency still
exists,  the provisions of this Third  Amendment  shall  constitute an amendment
thereto and shall govern and control.

     6.02  Expenses  of Bank.  Borrower  will pay,  on  demand,  all  reasonable
out-of-pocket  expenses,  including  the  reasonable  fees and expenses of legal
counsel  for Bank,  incurred in  connection  with this Third  Amendment  and all
instruments,  agreements and documents  executed and/or  delivered in connection
with this Third Amendment. Subject to Paragraph 2.07 of the Loan Agreement, Bank
may charge any  deposit  account of Borrower  maintained  at Bank for all or any
part of any amount due hereunder.

     IN WITNESS WHEREOF,  the parties hereto have caused this Third Amendment to
Third Amended and Restated  Loan  Agreement to be duly executed and exchanged as
of the day and year first above written.

                                             PIERCING PAGODA, INC.,
                                             a Delaware corporation



                                             By:/s/ John F. Eureyecko
                                             -----------------------------------
                                             Name: John F. Eureyecko
                                             Title: President,


                                             Attest: /s/ Brandon R. Lehman
                                             -----------------------------------
                                             Name: Brandon R. Lehman
                                             Title: Treasurer


                                             (Corporate Seal)



                                             SUMMIT BANK


                                             By: /s/ Ammon J. Baus
                                             -----------------------------------
                                             Name: Ammon J. Baus
                                             Title:   Vice President


                                       19


$50,000,000.00                                                 September 5, 1996


                    ELEVENTH REPLACEMENT REVOLVING LOAN NOTE


     FOR  VALUE  RECEIVED,  PIERCING  PAGODA,  INC.  ("Borrower"),   a  Delaware
corporation  having its chief executive  office at 3910 Adler Place,  Bethlehem,
Pennsylvania   18016,   promises   to  pay  to  the   order  of   SUMMIT   BANK,
successor-in-interest to First Valley Bank ("Bank"), its successors and assigns,
at the office of Bank located at One Bethlehem  Plaza,  Bethlehem,  Pennsylvania
18018 or at such other  location as  designated by Bank from time to time, on or
before  October 31, 1996,  the principal  sum of Fifty Million  ($50,000,000.00)
Dollars or, if less, the unpaid  principal amount of all loans and advances made
by Bank to or for the  benefit of  Borrower  under and as part of the  Revolving
Loan described in that certain Third Amended and Restated Loan  Agreement  dated
February 13, 1995 between  Borrower and Bank (under its former name), as amended
by that certain letter  agreement dated April 21, 1995 between Borrower and Bank
(under its former  name),  that certain  Amendment to Third Amended and Restated
Loan Agreement dated August 4, 1995 between  Borrower and Bank (under its former
name),  that  certain  Second  Amendment  to Third  Amended  and  Restated  Loan
Agreement  dated  November 21, 1995 between  Borrower and Bank (under its former
name),  and that  certain  Third  Amendment to Third  Amended and Restated  Loan
Agreement of even date herewith  (the "Third  Amendment")  between  Borrower and
Bank (as amended,  the "Loan  Agreement"),  together  with  interest  thereon as
specified herein.

     This Note is that certain Eleventh  Replacement  Revolving Loan Note issued
in accordance  with the terms and subject to the  conditions of, and referred to
in, the Third  Amendment  and the Loan  Agreement  and all related  instruments,
agreements and documents.  All capitalized  terms not otherwise  defined in this
Note shall have the meanings  ascribed to such terms in the Loan Agreement.  The
outstanding  principal balance of all loans made hereunder  pursuant to the Loan
Agreement at any time shall be  evidenced  by Bank's  books and  records,  which
shall be deemed to be conclusive  and  irrefutable  evidence of the  correctness
thereof  unless  Borrower  objects  thereto within thirty (30) days of receiving
notice thereof.

     Notwithstanding  the face amount of this Note the Line Limit shall be Fifty
Million  ($50,000,000.00)  Dollars and the Cash Advance Sublimit shall be Thirty
Million and 00/100 ($30,000,000.00) Dollars.

     Interest on the outstanding  principal  balance of the Revolving Loan shall
accrue and be payable at a per annum rate equal to the Prime Rate in effect from
time to time minus  three-quarters  (3/4%) percent (the "Variable Revolving Loan
Rate").  Each time the Prime Rate shall change, the Variable Revolving Loan Rate
shall change contemporaneously with such change in the Prime Rate.

     Interest  on all Loans  shall be  calculated  on the basis of a year of 360
days for the  actual  number  of days  elapsed,  and  shall  be due and  payable
monthly,  in arrears, on the fifteenth day of each month,  commencing  September
15, 1996.

     Except as  hereinafter  provided,  interest shall continue to accrue and be
payable on the unpaid  principal  balance of this Note at the aforesaid  rate of
interest  notwithstanding  any demand for payment,  acceleration and/or entry of
judgment for such sums. If any scheduled payment of principal or interest is not
made within five (5) days after Bank mails  notice of  non-payment  to Borrower,
there shall become immediately due and payable,  and Borrower shall pay to Bank,
an additional sum equal to five (5%) percent of the amount of such payment.

                                       20

<PAGE>

          Each  installment  shall  be  applied  on  account  of  the  interest,
principal,  late charges,  or other sums payable  hereunder in such order as the
Bank may, in its sole discretion, determine.

DISBURSEMENT OF PROCEEDS - Borrower hereby  represents and warrants to Bank that
the  principal of this Note will be used solely for business  and/or  commercial
purposes.

RIGHT TO COMPLETE NOTE - Bank may at any time from time to time,  without notice
to any obligor for the  Obligations:  (1) date this Note as of the date when the
loan evidenced  hereby was made; (2) complete any blank spaces  according to the
terms upon which Bank has granted such loan;  and (3) cause the signature of one
or more Persons to be added as additional borrowers without in any way affecting
or limiting the liability of the existing obligors for the Obligations to Bank.

EVENTS  OF  DEFAULT  - Each of the  following  shall be an  "Event  of  Default"
hereunder:  (1) Borrower shall fail to pay when due any installment of principal
or interest payable hereunder or any Obligations and such failure shall continue
for a period  of five (5)  Business  Days  after the  mailing  of notice of such
default by Bank;  (2)  Borrower  shall  fail to  observe  or  perform  any other
Obligation  to be  observed  or  performed  by them  hereunder,  under  the Loan
Agreement or under any other agreement between Borrower and Bank.

BANK'S RIGHTS UPON DEFAULT - Upon the  occurrence  of an Event of Default,  Bank
shall have all rights and  remedies set forth in the Loan  Agreement  including,
but not limited to:

          (1) the right to  accelerate  the  maturity  of this  Note and  demand
immediate payment of all outstanding principal and accrued interest thereon;

          (2) the right to exercise  its right of set-off and all of the rights,
privileges and remedies under the Pennsylvania  Uniform  Commercial Code and all
of its  rights and  remedies  under the Loan  Agreement,  this Note or any other
note, or other  agreement,  instrument or document  issued in connection with or
arising  out of any of the  Obligations,  or at law or in  equity,  all of which
remedies  shall be  cumulative  and not  alternative.  Borrower  and each  other
obligor for the  Obligations  waives and  releases  any right to require Bank to
collect any of the  Obligations  from any other  collateral  under any theory of
marshalling of assets or otherwise,  and  specifically  authorizes Bank to apply
any  collateral  in which any such  obligor  has any  right,  title or  interest
against any of the Obligations in any manner that Bank may determine; and

          (3) the right upon five (5) days written notice to Borrower  forwarded
to the address of Borrower on the books of Bank, to begin accruing interest,  in
addition  to the  interest  provided  for  above,  at a rate not to exceed  five
percent (5%) per annum on the unpaid principal  balance of this Note;  provided,
however, that no interest shall accrue hereunder in excess of the maximum amount
of interest then allowed by law. Such interest shall accrue  notwithstanding the
entry or  obtaining of any judgment and shall be added to and become part of the
Obligations.  Borrower  agrees to pay such accrued  interest  upon  demand.  The
waiver of any Event of Default shall not be a waiver of any subsequent  Event of
Default.

WARRANT OF ATTORNEY - Borrower  hereby  irrevocably  authorizes and empowers any
Attorney or any Clerk of any court of record upon or after the occurrence of any
Event of Default to appear for and CONFESS  JUDGMENT against  Borrower,  (A) for
such sums as are due and/or may become due on the Obligations, and/or (B) in any
action of replevin  instituted by Bank to obtain  possession  on any  collateral
securing  this Note or securing any of the  Obligations,  in either case with or
without  declaration,  with costs of suit, without stay of execution and with an
amount not to exceed  five (5%)  percent of the unpaid  principal  amount of the
Obligations,  but not less than Five  Thousand  ($5,000.00)  Dollars,  added for
attorney's collection fees. Borrower: (1) waives the right of inquisition on any
real  estate  levied  on,   voluntarily   condemns  the  same,   authorizes  the
Prothonotary  or Clerk  to enter  upon  the  Writ of  Execution  said  voluntary

                                       21


<PAGE>

condemnation  and  agrees  that  said  real  estate  may be  sold  on a Writ  of
Execution;  (2) to the extent  permitted by law,  waives and releases all relief
from all redemption,  appraisement,  stay, exemption or appeal laws of any state
now in  force  or  hereafter  enacted;  and  (3)  releases  all  errors  in such
proceedings.  If a copy of this Note,  verified by  affidavit by or on behalf of
Bank shall have been filed in such action, it shall not be necessary to file the
original  Note as a Warrant of Attorney.  The  authority and power to appear for
and enter  judgment  against  Borrower  shall not be  exhausted  by the  initial
exercise thereof, and the same may be exercised,  from time to time, as often as
Bank shall deem  necessary  and  desirable,  and this Note shall be a sufficient
Warrant therefore. Bank may enter one or more judgments in the same or different
counties for all or part of the Obligations,  without regard to whether judgment
has been  entered on more than one  occasion  for the same  Obligations.  In the
event any judgment entered against Borrower hereunder is stricken or opened upon
application by or on Borrower's behalf for any reason whatsoever, Bank is hereby
authorized  and  empowered  to again  appear for and  Confess  Judgment  against
Borrower;  subject,  however,  to the limitation that such  subsequent  entry or
entries  of  judgment  by Bank  may  only be done to cure  any  errors  in prior
proceedings,  only and to the extent that such errors are subject to cure in the
later proceedings.

MISCELLANEOUS - Borrower hereby waives protest, notice of protest,  presentment,
dishonor,  notice of dishonor and demand.  Borrower agrees to reimburse Bank for
all  costs,   including  court  costs  (whether   incurred  in  any  bankruptcy,
insolvency,  appellate or other  proceeding)  and  reasonable  attorneys'  fees,
incurred by Bank in  connection  with the  collection  and  enforcement  hereof.
Interest  shall be  calculated  hereunder for the actual number of days that the
principal is  outstanding,  based on a year of three  hundred  sixty (360) days.
Changes in the rate of interest  hereon  shall  become  effective on the days on
which Bank  announces  changes in its Prime Rate.  The rights and  privileges of
Bank under this Note shall inure to the benefit of its  successors  and assigns.
All representations,  warranties and agreements of Borrower and each obligor for
the Obligations made in connection with this Note shall bind Borrower's and such
obligor's  personal  representatives,  heirs,  successors  and  assigns.  If any
provision  of  this  Note  shall  for  any  reason  be  held  to be  invalid  or
unenforceable,  such invalidity or  unenforceability  shall not affect any other
provision  hereof,  but this  Note  shall be  construed  as if such  invalid  or
unenforceable provision had never been contained herein. The waiver of any Event
of Default or the  failure of Bank to  exercise  any right or remedy to which it
may be entitled shall not be deemed a waiver of any subsequent  Event of Default
or of Bank's  right to exercise  that or any other right or remedy to which Bank
is entitled.  This Note has been delivered to and accepted by Bank in, and shall
be governed by, the laws of the Commonwealth of Pennsylvania. This Note replaces
and supersedes (but does not extinguish any unpaid  Obligations  evidenced by or
constitute a novation of) that certain  Tenth  Replacement  Revolving  Loan Note
dated   November  21,  1995  in  the  principal  sum  of   Forty-Three   Million
($43,000,000.00)  Dollars  executed and delivered by Borrower to Bank (under its
former  name).  The parties agree to the  jurisdiction  of the federal and state
courts located in Pennsylvania in connection with any matter arising  hereunder,
including the collection and enforcement hereof. Borrower has duly executed this
Note the day and year first above written and has hereunto set  Borrower's  hand
and seal.


ATTEST:                                      PIERCING PAGODA, INC.


By: /s/ Brandon R. Lehman                    By:/s/ John F. Eureyecko
- ---------------------------------            ----------------------------------
Name:    Brandon R. Lehman                   Name: John F. Eureyecko
Title: Treasurer                             Title: President


[Affix Corporate Seal]

                                       22

                        FOURTH AMENDMENT TO THIRD AMENDED
                           AND RESTATED LOAN AGREEMENT

     This Fourth Amendment to Third Amended and Restated Loan Agreement ("Fourth
Amendment")  is made  this 18th day of  October,  1996 by and  between  Piercing
Pagoda,  Inc.  ("Borrower"),  a Delaware  corporation having its chief executive
office at 3910 Adler  Place,  Bethlehem,  Pennsylvania  18017,  and Summit Bank,
successor-in-interest  to First Valley Bank ("Bank"), a Pennsylvania bank having
offices at One Bethlehem Plaza, Bethlehem, Pennsylvania 18018.

BACKGROUND

     A.  Pursuant to the terms and subject to the  conditions  set forth in that
certain Third Amended and Restated Loan Agreement dated February 13, 1995 by and
between  Borrower  and Bank (under its former  name),  as amended  pursuant to a
letter  agreement  dated April 21,  1995  between  Borrower  and Bank (under its
former  name),  that  certain  Amendment  to Third  Amended  and  Restated  Loan
Agreement  dated  August 4, 1995  between  Borrower  and Bank  (under its former
name), as amended by that certain Second Amendment to Third Amended and Restated
Loan  Agreement  dated  November 21, 1995  between  Borrower and Bank (under its
former name),  and as amended by that certain  Third  Amendment to Third Amended
and Restated Loan Agreement  dated  September 5, 1996 between  Borrower and Bank
(as amended,  the "Loan  Agreement")  and related  instruments,  agreements  and
documents   (collectively,   along  with  the  Loan  Agreement,  the  "Financing
Agreements"),  Borrower is currently  indebted to Bank for  repayment of various
loans,  advances and  extensions  of credit made by Bank from time to time to or
for the benefit of Borrower under a certain revolving credit facility in the sum
of up to Fifty Million  ($50,000,000.00)  Dollars (the "Revolving Loan"),  which
indebtedness is evidenced by that certain  Eleventh  Replacement  Revolving Loan
Note  dated   September  5,  1996  in  the   principal   sum  of  Fifty  Million
($50,000,000.00)  Dollars  executed and delivered by Borrower to Bank (under its
former name) (the "Eleventh Replacement Revolving Loan Note").

     B.  Borrower  has  requested  that  Bank (a)  increase  the  amount  of the
Revolving  Loan,  (b) extend the  maturity  date of the  Revolving  Loan and (c)
otherwise  amend and modify  certain of the other terms and conditions set forth
in the Loan Agreement and the other Financing Agreements, and Bank is willing to
do so under the terms and subject to the  conditions set forth in this Amendment
and in the instruments, agreements and documents to be executed and/or delivered
pursuant to this Fourth Amendment.

     NOW,   THEREFORE,   with  the  foregoing   Background  deemed  incorporated
hereinafter by this reference and hereby made a part hereof, the parties hereto,
intending to be legally bound, hereby further covenant and agree as follows:


SECTION 1.     DEFINITIONS.

     1.01 Capitalized Terms. All capitalized terms not otherwise defined in this
Amendment shall have the meanings ascribed to such terms in the Loan Agreement.

SECTION 2.     CONFIRMATION OF EXISTING INDEBTEDNESS AND RATIFICATION OF 
               FINANCING AGREEMENTS.

     2.01 Confirmation of Existing Indebtedness. Borrower hereby unconditionally
acknowledges and confirms that: the outstanding principal balance of Borrower to
Bank  evidenced by the Eleventh  Replacement  Revolving  Loan Note is, as of the
date hereof, Twenty-Two Million Three Hundred Twenty-Four Thousand Seven Hundred
Seven and 42/100 ($22,324,707.42)  Dollars; the aggregate face amount of Letters
of Credit  issued by Bank or 

                                       23

<PAGE>

CoreStates Bank, N.A., successor-in-interest to Meridian Bank for the account of
Borrower under the Revolving Loan is, as of the date hereof, Twenty-Five Million
Two Hundred  Sixty-Two  Thousand  Four Hundred  Four and  43/100($25,262,404.43)
Dollars; interest on the Obligations has been paid through October 15, 1996; and
the foregoing  indebtedness,  together with  continually  accruing  interest and
related costs, fees and expenses is, as of the date hereof, owing without claim,
counterclaim,  right of  recoupment,  defense  or  set-off of any kind or of any
nature whatsoever.

     2.02 Ratification of Financing Agreements.

          (A)  Borrower  hereby   unconditionally   ratifies  and  confirms  and
reaffirms in all respects and without condition, all of the terms, covenants and
conditions  set forth in the  Financing  Agreements,  and agrees that it remains
unconditionally  liable  to  Bank  in  accordance  with  the  respective  terms,
covenants and conditions of such instruments, agreements and documents.

          (B) Without  limiting  the  generality  of the  immediately  preceding
Subparagraph 2.02(A), the Borrower hereby unconditionally  ratifies and confirms
and  reaffirms in all  respects and without  condition,  the  provisions  of the
Financing Agreements permitting Bank to Confess Judgment against the Borrower.

SECTION 3.     AMENDMENTS TO FINANCING AGREEMENTS.

          (A) The text of  Paragraph  1.2.1 of the Loan  Agreement is deleted in
its entirety and replaced with the following:

          "Revolving Loan Termination Date" means December 31, 1996, unless such
          date is extended by Bank and evidenced by a confirming  written notice
          to Borrower.

     3.01 The Revolving Loan.

          (A) For the  period  from the date of this  Fourth  Amendment  through
Revolving  Loan  Termination  Date,  the  Line  Limit  shall  be  Sixty  Million
($60,000,000.00)  Dollars  and the Cash  Advance  Sublimit  shall be  Thirty-Six
Million ($36,000,000.00) Dollars.

     3.02  The  Twelfth  Replacement  Revolving  Loan  Note.   Contemporaneously
herewith,  Borrower  shall execute and deliver to Bank its note in the principal
sum  of  Sixty  Million   ($60,000,000.00)  Dollars  (the  "Twelfth  Replacement
Revolving Loan Note") to evidence  Borrower's  Obligations to repay Bank, on the
Revolving Loan Termination  Date, with interest at the applicable Rate set forth
at Paragraph 2.08 of the Loan Agreement,  for all loans, advances and extensions
of credit made or to be made by Bank to or for the benefit of Borrower under the
Revolving Loan, all as more fully described in the Twelfth Replacement Revolving
Loan Note,  the  terms,  covenants  and  conditions  of which are hereby  deemed
incorporated herein by this reference and made a part hereof. The term "Note" is
hereby amended to mean and include the Twelfth Replacement Revolving Loan Note.

SECTION 4.     WARRANTIES AND REPRESENTATIONS.

     4.01  Reaffirmation of Warranties and  Representations.  All warranties and
representations  set  forth  in the  Loan  Agreement  and  the  other  Financing
Agreements are hereby  reasserted and restated by Borrower as of the date hereof
as if set forth at length herein,  except as modified by information  previously
provided,  in writing,  to Bank or acknowledged,  in writing,  by Bank. Borrower
hereby acknowledges that such warranties and representations, and the warranties
and  representations set forth below, are being specifically relied upon by Bank
as a  material  inducement  to Bank to enter  into  this  Fourth  Amendment  and
increase the amount of the Revolving Loan.

                                       24
<PAGE>

     4.02  Additional  Warranties and  Representations.  To induce Bank to enter
into this Fourth Amendment, Borrower represents and warrants to Bank that:

          (A) Borrower has the power,  authority  and capacity to enter into and
perform this Fourth Amendment,  the Twelfth Replacement  Revolving Loan Note and
all related instruments,  agreements and documents, and to incur the Obligations
herein and therein provided for, and Borrower has taken all proper and necessary
corporate  action to authorize the execution,  delivery and  performance of this
Fourth  Amendment,  the  Twelfth  Replacement  Revolving  Loan Note and  related
instruments, agreements and documents;

          (B) This Fourth  Amendment is, and the Twelfth  Replacement  Revolving
Loan Note  when  delivered  will be,  valid,  binding  and  enforceable  against
Borrower in accordance with their respective terms; and

          (C) No consent, approval or authorization of, or filing,  registration
or  qualification  with,  any Person is  required  to be obtained by Borrower in
connection with the execution and delivery of this Fourth Amendment, the Twelfth
Replacement  Revolving  Loan  Note  or  any  related  instrument,  agreement  or
document,   or  undertaking  or  performance  of  any  Obligation  hereunder  or
thereunder.


SECTION 5.     CONDITIONS PRECEDENT.

     This Fourth Amendment is subject to the following conditions precedent (all
instruments,  agreements and documents to be in form and substance  satisfactory
to Bank and its counsel):

     5.01  Documents  Required for Closing.  Borrower  shall have duly  executed
and/or  delivered (or caused to be duly executed  and/or  delivered) to Bank the
following:

          (A) The  Twelfth  Replacement  Revolving  Loan  Note  and  each  other
instrument,  agreement and document to be executed and/or delivered  pursuant to
this Amendment and/or the instruments,  agreements and documents  referred to in
this Amendment;

          (B) A  certified  (as of the date of this  Fourth  Amendment)  copy of
resolutions of Borrower's Board of Directors authorizing the execution, delivery
and performance of this Fourth Amendment, the Twelfth Replacement Revolving Loan
Note and each other document to be executed and/or delivered pursuant hereto and
any other instrument, agreement or document referred to herein;

          (C) A certification  that Borrower's  certificate of incorporation and
by-laws remain unchanged from Closing;

          (D) A  certificate  (dated  the  date of  this  Fourth  Amendment)  of
Borrower's  corporate  secretary as to the incumbency and specimen signatures of
the  officers  of  Borrower   executing  this  Fourth  Amendment,   the  Twelfth
Replacement  Revolving Loan Note and each other  document to be executed  and/or
delivered pursuant hereto or thereto; and

          (E)  Such  other  instruments,  agreements  and  documents  as  may be
required by Bank and/or its counsel.

SECTION 6.     MISCELLANEOUS.

     6.01  Integrated   Agreement.   This  Fourth   Amendment  and  all  of  the
instruments,  agreements and documents  executed and/or delivered in conjunction
with this Fourth  Amendment 

                                       25

<PAGE>

shall be effective upon the date of execution  hereof and thereof by all parties
hereto and thereto, and shall be deemed incorporated into and made a part of the
Loan  Agreement  and the  other  Financing  Agreements.  All  such  instruments,
agreements  and  documents,  and this Fourth  Amendment,  shall be  construed as
integrated  and   complementary  of  each  other,  and  as  augmenting  and  not
restricting Bank's rights,  remedies,  benefits and security. If, after applying
the  foregoing,  an  inconsistency  still exists,  the provisions of this Fourth
Amendment shall constitute an amendment thereto and shall govern and control.

     6.02  Expenses  of Bank.  Borrower  will pay,  on  demand,  all  reasonable
out-of-pocket  expenses,  including  the  reasonable  fees and expenses of legal
counsel for Bank,  incurred in  connection  with this Fourth  Amendment  and all
instruments,  agreements and documents  executed and/or  delivered in connection
with this Fourth  Amendment.  Subject to Paragraph  2.07 of the Loan  Agreement,
Bank may charge any deposit  account of Borrower  maintained  at Bank for all or
any part of any amount due hereunder.

     IN WITNESS WHEREOF, the parties hereto have caused this Fourth Amendment to
Third Amended and Restated  Loan  Agreement to be duly executed and exchanged as
of the day and year first above written.

                                             PIERCING PAGODA, INC.,
                                             a Delaware corporation



                                             By:/s/ John F. Eureyecko
                                             -----------------------------------
                                             Name: John F. Eureyecko
                                             Title: President,


                                             Attest: /s/ Brandon R. Lehman
                                             -----------------------------------
                                             Name: Brandon R. Lehman
                                             Title: Treasurer


                                             (Corporate Seal)



                                             SUMMIT BANK


                                             By: /s/ Ammon J. Baus
                                             -----------------------------------
                                             Name: Ammon J. Baus
                                             Title:   Vice President

                                       26

$60,000,000.00                                                 October 18, 1996

                     TWELFTH REPLACEMENT REVOLVING LOAN NOTE

     FOR  VALUE  RECEIVED,  PIERCING  PAGODA,  INC.  ("Borrower"),   a  Delaware
corporation  having its chief executive  office at 3910 Adler Place,  Bethlehem,
Pennsylvania   18016,   promises   to  pay  to  the   order  of   SUMMIT   BANK,
successor-in-interest to First Valley Bank ("Bank"), its successors and assigns,
at the office of Bank located at One Bethlehem  Plaza,  Bethlehem,  Pennsylvania
18018 or at such other  location as  designated by Bank from time to time, on or
before  December 31, 1996,  the principal sum of Sixty Million  ($60,000,000.00)
Dollars or, if less, the unpaid  principal amount of all loans and advances made
by Bank to or for the  benefit of  Borrower  under and as part of the  Revolving
Loan described in that certain Third Amended and Restated Loan  Agreement  dated
February 13, 1995 between  Borrower and Bank (under its former name), as amended
by that certain letter  agreement dated April 21, 1995 between Borrower and Bank
(under its former  name),  that certain  Amendment to Third Amended and Restated
Loan Agreement dated August 4, 1995 between  Borrower and Bank (under its former
name),  that  certain  Second  Amendment  to Third  Amended  and  Restated  Loan
Agreement  dated  November 21, 1995 between  Borrower and Bank (under its former
name), that certain Third Amendment to Third Amended and Restated Loan Agreement
dated September 5, 1996, and that certain Fourth  Amendment to Third Amended and
Restated  Loan  and  Security  Agreement  of even  date  herewith  (the  "Fourth
Amendment")  between  Borrower  and Bank (as  amended,  the  "Loan  Agreement"),
together with interest thereon as specified herein.

     This Note is that certain Twelfth Replacement Revolving Loan Note issued in
accordance  with the terms and subject to the conditions of, and referred to in,
the  Fourth  Amendment  and the  Loan  Agreement  and all  related  instruments,
agreements and documents.  All capitalized  terms not otherwise  defined in this
Note shall have the meanings  ascribed to such terms in the Loan Agreement.  The
outstanding  principal balance of all loans made hereunder  pursuant to the Loan
Agreement at any time shall be  evidenced  by Bank's  books and  records,  which
shall be deemed to be conclusive  and  irrefutable  evidence of the  correctness
thereof  unless  Borrower  objects  thereto within thirty (30) days of receiving
notice thereof.

     Notwithstanding  the face amount of this Note the Line Limit shall be Sixty
Million  ($60,000,000.00)  Dollars  and  the  Cash  Advance  Sublimit  shall  be
Thirty-Six Million ($36,000,000.00) Dollars.

     Interest on the outstanding  principal  balance of the Revolving Loan shall
accrue and be payable at a per annum rate equal to the Prime Rate in effect from
time to time minus  three-quarters  (3/4%) percent (the "Variable Revolving Loan
Rate").  Each time the Prime Rate shall change, the Variable Revolving Loan Rate
shall change contemporaneously with such change in the Prime Rate.

     Interest  on all Loans  shall be  calculated  on the basis of a year of 360
days for the  actual  number  of days  elapsed,  and  shall  be due and  payable
monthly, in arrears, on the fifteenth day of each month, commencing November 15,
1996.

     Except as  hereinafter  provided,  interest shall continue to accrue and be
payable on the unpaid  principal  balance of this Note at the aforesaid  rate of
interest  notwithstanding  any demand for payment,  acceleration and/or entry of
judgment for such sums. If any scheduled payment of principal or interest is not
made within five (5) days after Bank mails  notice of  non-payment  to Borrower,
there shall become immediately due and payable,  and Borrower shall pay to Bank,
an additional sum equal to five (5%) percent of the amount of such payment.

                                       27
<PAGE>

          Each  installment  shall  be  applied  on  account  of  the  interest,
principal,  late charges,  or other sums payable  hereunder in such order as the
Bank may, in its sole discretion, determine.

DISBURSEMENT OF PROCEEDS - Borrower hereby  represents and warrants to Bank that
the  principal of this Note will be used solely for business  and/or  commercial
purposes.

RIGHT TO COMPLETE NOTE - Bank may at any time from time to time,  without notice
to any obligor for the  Obligations:  (1) date this Note as of the date when the
loan evidenced  hereby was made; (2) complete any blank spaces  according to the
terms upon which Bank has granted such loan;  and (3) cause the signature of one
or more Persons to be added as additional borrowers without in any way affecting
or limiting the liability of the existing obligors for the Obligations to Bank.

EVENTS  OF  DEFAULT  - Each of the  following  shall be an  "Event  of  Default"
hereunder:  (1) Borrower shall fail to pay when due any installment of principal
or interest payable hereunder or any Obligations and such failure shall continue
for a period  of five (5)  Business  Days  after the  mailing  of notice of such
default by Bank;  (2)  Borrower  shall  fail to  observe  or  perform  any other
Obligation  to be  observed  or  performed  by them  hereunder,  under  the Loan
Agreement or under any other agreement between Borrower and Bank.

BANK'S RIGHTS UPON DEFAULT - Upon the  occurrence  of an Event of Default,  Bank
shall have all rights and  remedies set forth in the Loan  Agreement  including,
but not limited to:

          (1) the right to  accelerate  the  maturity  of this  Note and  demand
immediate payment of all outstanding principal and accrued interest thereon;

          (2) the right to exercise  its right of set-off and all of the rights,
privileges and remedies under the Pennsylvania  Uniform  Commercial Code and all
of its  rights and  remedies  under the Loan  Agreement,  this Note or any other
note, or other  agreement,  instrument or document  issued in connection with or
arising  out of any of the  Obligations,  or at law or in  equity,  all of which
remedies  shall be  cumulative  and not  alternative.  Borrower  and each  other
obligor for the  Obligations  waives and  releases  any right to require Bank to
collect any of the  Obligations  from any other  collateral  under any theory of
marshalling of assets or otherwise,  and  specifically  authorizes Bank to apply
any  collateral  in which any such  obligor  has any  right,  title or  interest
against any of the Obligations in any manner that Bank may determine; and

          (3) the right upon five (5) days written notice to Borrower  forwarded
to the address of Borrower on the books of Bank, to begin accruing interest,  in
addition  to the  interest  provided  for  above,  at a rate not to exceed  five
percent (5%) per annum on the unpaid principal  balance of this Note;  provided,
however, that no interest shall accrue hereunder in excess of the maximum amount
of interest then allowed by law. Such interest shall accrue  notwithstanding the
entry or  obtaining of any judgment and shall be added to and become part of the
Obligations.  Borrower  agrees to pay such accrued  interest  upon  demand.  The
waiver of any Event of Default shall not be a waiver of any subsequent  Event of
Default.

WARRANT OF ATTORNEY - Borrower  hereby  irrevocably  authorizes and empowers any
Attorney or any Clerk of any court of record upon or after the occurrence of any
Event of Default to appear for and CONFESS  JUDGMENT against  Borrower,  (A) for
such sums as are due and/or may become due on the Obligations, and/or (B) in any
action of replevin  instituted by Bank to obtain  possession  on any  collateral
securing  this Note or securing any of the  Obligations,  in either case with or
without  declaration,  with costs of suit, without stay of execution and with an
amount not to exceed  five (5%)  percent of the unpaid  principal  amount of the
Obligations,  but not less than Five  Thousand  ($5,000.00)  Dollars,  added for
attorney's collection fees. Borrower: (1) waives the right of inquisition on any
real  estate  levied  on,   voluntarily   condemns  the  same,   authorizes  the
Prothonotary  or Clerk  to enter  upon  the  Writ of  Execution  said  voluntary
condemnation  and  agrees  that  said  real  estate  may be  sold  on a Writ  of
Execution;  (2) to the extent  permitted by law,  waives and releases all relief
from all redemption,  appraisement,  stay, 

                                       28

<PAGE>

exemption or appeal laws of any state now in force or hereafter enacted; and (3)
releases  all errors in such  proceedings.  If a copy of this Note,  verified by
affidavit by or on behalf of Bank shall have been filed in such action, it shall
not be  necessary  to file the  original  Note as a  Warrant  of  Attorney.  The
authority and power to appear for and enter judgment  against Borrower shall not
be exhausted by the initial  exercise  thereof,  and the same may be  exercised,
from time to time, as often as Bank shall deem necessary and desirable, and this
Note  shall  be a  sufficient  Warrant  therefore.  Bank may  enter  one or more
judgments in the same or different  counties for all or part of the Obligations,
without  regard to whether  judgment  has been entered on more than one occasion
for the same  Obligations.  In the event any judgment  entered against  Borrower
hereunder is stricken or opened upon application by or on Borrower's  behalf for
any reason  whatsoever,  Bank is hereby authorized and empowered to again appear
for and Confess Judgment against Borrower;  subject,  however, to the limitation
that such  subsequent  entry or entries of  judgment by Bank may only be done to
cure any errors in prior  proceedings,  only and to the extent  that such errors
are subject to cure in the later proceedings.

MISCELLANEOUS - Borrower hereby waives protest, notice of protest,  presentment,
dishonor,  notice of dishonor and demand.  Borrower agrees to reimburse Bank for
all  costs,   including  court  costs  (whether   incurred  in  any  bankruptcy,
insolvency,  appellate or other  proceeding)  and  reasonable  attorneys'  fees,
incurred by Bank in  connection  with the  collection  and  enforcement  hereof.
Interest  shall be  calculated  hereunder for the actual number of days that the
principal is  outstanding,  based on a year of three  hundred  sixty (360) days.
Changes in the rate of interest  hereon  shall  become  effective on the days on
which Bank  announces  changes in its Prime Rate.  The rights and  privileges of
Bank under this Note shall inure to the benefit of its  successors  and assigns.
All representations,  warranties and agreements of Borrower and each obligor for
the Obligations made in connection with this Note shall bind Borrower's and such
obligor's  personal  representatives,  heirs,  successors  and  assigns.  If any
provision  of  this  Note  shall  for  any  reason  be  held  to be  invalid  or
unenforceable,  such invalidity or  unenforceability  shall not affect any other
provision  hereof,  but this  Note  shall be  construed  as if such  invalid  or
unenforceable provision had never been contained herein. The waiver of any Event
of Default or the  failure of Bank to  exercise  any right or remedy to which it
may be entitled shall not be deemed a waiver of any subsequent  Event of Default
or of Bank's  right to exercise  that or any other right or remedy to which Bank
is entitled.  This Note has been delivered to and accepted by Bank in, and shall
be governed by, the laws of the Commonwealth of Pennsylvania. This Note replaces
and supersedes (but does not extinguish any unpaid  Obligations  evidenced by or
constitute a novation of) that certain Eleventh Replacement  Revolving Loan Note
dated  September 5, 1996 in the principal sum of Sixty Million  ($60,000,000.00)
Dollars  executed and  delivered by Borrower to Bank.  The parties  agree to the
jurisdiction  of the  federal  and  state  courts  located  in  Pennsylvania  in
connection  with any matter  arising  hereunder,  including the  collection  and
enforcement hereof.

          Borrower  has duly  executed  this Note the day and year  first  above
written and has hereunto set Borrower's hand and seal.



ATTEST:                                      PIERCING PAGODA, INC.


By: /s/ Brandon R. Lehman                    By:/s/ John F. Eureyecko
- ------------------------------               ---------------------------------
Name:    Brandon R. Lehman                   Name: John F. Eureyecko
Title: Treasurer                             Title: President


[Affix Corporate Seal]

                                       29

Exhibit  11 -  Statement  regarding  computation  of net income per common
               share and common share equivalent.

<TABLE>
<CAPTION>
(In thousands, except per share data)                     Three months ended     Six months ended
                                                            September, 30          September, 30
                                                                 1996                  1996
<S>                                                             <C>                 <C>  
          Average shares outstanding                               5,252               5,249
          Net effect of dilutive stock options, based
              on the treasury stock method                           118                 120

                                                                 =======             =======
          Total shares used in computation                         5,370               5,369
                                                                 =======             =======

          Net loss                                               ($  105)            ($   70)
                                                                 =======             =======

          Net loss per common share and
              common share equivalent                            ($ 0.02)            ($ 0.01)
                                                                 =======             =======
</TABLE>



                                       30

<TABLE> <S> <C>

<ARTICLE> 5
<CIK> 0000925544
<NAME> PIERCING PAGODA, INC.
       
<S>                             <C>
<PERIOD-TYPE>                   6-MOS
<FISCAL-YEAR-END>                          MAR-31-1997
<PERIOD-END>                               SEP-30-1996
<CASH>                                       2,276,000
<SECURITIES>                                         0
<RECEIVABLES>                                  877,000
<ALLOWANCES>                                         0
<INVENTORY>                                 37,383,000
<CURRENT-ASSETS>                            46,096,000
<PP&E>                                      30,268,000
<DEPRECIATION>                              11,045,000
<TOTAL-ASSETS>                              66,983,000
<CURRENT-LIABILITIES>                       33,067,000
<BONDS>                                      2,707,000
                                0
                                          0
<COMMON>                                        53,000
<OTHER-SE>                                  15,081,000
<TOTAL-LIABILITY-AND-EQUITY>                66,983,000
<SALES>                                     62,683,000
<TOTAL-REVENUES>                            62,683,000
<CGS>                                       36,186,000
<TOTAL-COSTS>                               36,186,000
<OTHER-EXPENSES>                            25,898,000
<LOSS-PROVISION>                                     0
<INTEREST-EXPENSE>                             848,000
<INCOME-PRETAX>                              (115,000)
<INCOME-TAX>                                  (45,000)
<INCOME-CONTINUING>                           (70,000)
<DISCONTINUED>                                       0
<EXTRAORDINARY>                                      0
<CHANGES>                                            0
<NET-INCOME>                                  (70,000)
<EPS-PRIMARY>                                   (0.01)
<EPS-DILUTED>                                   (0.01)
        

</TABLE>


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