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We don’t need data to prove it: Charms are everywhere. Shoppers are customizing their accessories with full force via playful phone straps, designer bag charms and viral collectibles like Labubus. Of course, this isn’t an entirely new practice. Charm bracelets have been serving as tiny totems of self-expression and sentiment for decades.
Today, the charm revival spans styles, price points and moods. With seemingly endless market options to weigh, we’ve gathered the best jewelry brands embracing the charming trend with versatile, customizable shopping options.
Related: Shell Jewelry Is Having Moment, Thanks to Fashion’s Embrace of Nostalgia and Natural Elements
There are your mainstream brands like Pandora, Gorjana, Mejuri and Kendra Scott, as well as more niche labels like Catbird, Kara Yoo and The Sage Vintage. For those looking to build a complete charmed chain, brands like Rellery, Awe Inspired, Astrid & Miyu and Alex + Ani offer online DIY charm bars where you can curate your own collection of necklaces, bracelets and more from a vast assortment of motif options.
Related: How Do You Become a Jewelry Designer?
Whether you’re looking to display your pet, astrological sign or favorite pastry, there’s a charm for that. Here’s where to look.
Shop The Best Charm Brands
Made By Mary
Made By Mary Wishbone Charm, $38, available here. (Shop more charms here.)
Gorjana
Gorjana Trunk Parker Charm, $40, available here. (Shop more charms here.)
Bonbonwhims
Bonbonwhims Mini Lucky Charm Pendant, $50, available here. (Shop more charms here.)
Rellery
Rellery Symbols Charms, $59, available here. (Shop more charms here.)
Mejuri
Mejuri Diamond Letter Charm, $198, available here. (Shop more charms here.)
Astrid & Miyu
Astrid & Miyu 9K Gold Pizza Charm, $55, available here. (Shop more charms here.)
Catbird
Catbird New York Coffee Cup Charm, $224, available here. (Shop more charms here.)
Mondays Made
Mondays Made Carved Rose Charm, $55, available here. (Shop more charms here.)
Kendra Scott
Kendra Scott Texas 18K Gold Vermeil Charm, $90, available here. (Shop more charms here.)
Kara Yoo
Kara Yoo Sweetheart Charm, $22, available here. (Shop more charms here.)
Mod And Jo
Mod And Jo Capri Olives Charm, $42, available here. (Shop more charms here.)
ByChari
ByChari Diamond Cross Charm, $275, available here. (Shop more charms here.)
Yeah It’s Jewelry
Yeah It’s Jewelry Ladybug Charm, $125, available here. (Shop more charms here.)
Alex + Ani
Alex + Ani Desert Vacation Mini Charm Set, $34, available here. (Shop more charms here.)
The Sage Vintage
The Sage Vintage 14k Hummingbird Charm, $308, available here. (Shop more charms here.)
Awe Inspired
Awe Inspired Angel Number Amulet, $85, available here. (Shop more charms here.)
Lizzie Fortunato
Lizzie Fortunato Confetti Letter Charm, $175, available here. (Shop more charms here.)
Omi Woods
Omi Woods The Coffee Bean Charm, $128, available here. (Shop more charms here.)
Baublebar
Baublebar Script Custom Nameplate Charm, $40, available here. (Shop more charms here.)
Mateo
Mateo 6mm Pearl Charm, $120, available here. (Shop more charms here.)
Susan Alexandra
Susan Alexandra Custom Pet Portrait Charm, $398, available here. (Shop more charms here.)
Baby Gold
Baby Gold Zodiac Twist Medallion Charm, $130, available here. (Shop more charms here.)
Clare V
Clare V Lips Charm, $65, available here. (Shop more charms here.)
Zafino
Zafino Croissant Charm, $14, available here. (Shop more charms here.)
Banter
Banter Sterling Silver Heart Necklace Charm, $30 $15, available here. (Shop more charms here.)
Electric Picks
Electric Picks Bow Charm, $12, available here. (Shop more charms here.)
Little Rooms
Little Rooms Unicorn Skeleton Charm, $40, available here. (Shop more charms here.)
Brighton
Brighton Memento Heart Photo Charm, $38, available here. (Shop more charms here.)
Paula Rosen Jewelry
Paula Rosen Jewelry Mini Saturn Charm, $145, available here. (Shop more charms here.)
Heather B. Moore
Heather B. Moore Names with Heart Round Charm, $666, available here. (Shop more charms here.)
Pura Vida
Pura Vida Harper Star of David Charm, $8, available here. (Shop more charms here.)
Caitlyn Minimalist
Caitlyn Minimalist 18k Gold Heart Hand Charm, $24, available here. (Shop more charms here.)
Buddha To Buddha
Buddha To Buddha Gold Vermeil Pendant, $139, available here. (Shop more charms here.)
Please note: Occasionally, we use affiliate links on our site. This in no way affects our editorial decision-making. (Learn about our sponsored affiliate offerings.)
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