Accessories brand Lulu Frost is all about enhancing the everyday. And that means helping consumers find “sparks of joy” in the form of bright charms that stack, inspire and even personify a manifestation.

Created by Lisa Salzer, Lulu Frost’s aesthetic celebrates life through symbols, words and numbers with charms that can be added to necklaces, bracelets, earrings and recently bags. Keying into the bag charm trend, the brand collaborated with Veronica Beard in spring 2025 to create an of-the-moment collection of jewelry for handbags including a clip-on Plaza charm and vintage-inspired charms that allowed the consumer to express their unique style. Each charm in the charm clusters were chosen to manifest and spark joy and abundance.

“I was so delighted, because one day on my Instagram, Veronica Swanson Beard DMed me,” said Salzer. “We go way back — I’ve known her and her sister for almost 20 years living in the city — [but] I hadn’t spoken to her in a while and she said, ‘Let’s do some jewelry together.’ I had never specifically done charm clusters for bags before, so I was just thrilled. I said, ‘Yes, let’s do it’.”

In the beginning, Salzer said the trio’s friendship spark was ignited by their love of their grandmother’s jewelry. The team looked at hundreds of pieces at the Veronica Beard offices, pulling charms to include in clusters. One item that was particularly interesting for the collaboration was the Plaza letters that the Lulu Frost brand has been doing for many years. From there, the first iteration was offered at in-store events where consumers could pick and choose.

“It’s sort of endless where you can put these charms,” said Salzer. “So, we put our heads together and a bigger collection, a bigger collaboration started to gel where we said, ‘Let’s make a custom charm style and bag chain’.”

These charm clusters include favorites from the team including a hand-carved fish, custom-made tags that say “Make It Happen,” a gold heart and a brightly colored tie. The fish charm, said Salzer, represents prosperity, joy and getting a good catch.

“It’s just a fun, a fun symbol of sort of abundance,” said Salzer. “It is such a tough time now, so these little symbols are more important than ever. What I’ve done for 20 years with Lulu Frost is communicate symbolically with clients and help them find these symbols that speak to what they’re trying to bring into their lives, or what they want more of. Things that are near and dear to their heart.”

To that end, through the in-store events, Salzer said she was able to see women gravitate toward the joy that everyday luxuries can provide. “That’s why I think accessories and jewelry and bag jewelry is so powerful because it adds that joy factor.”

She reflected that at a recent event on the Upper East Side, she saw a stylish couple walk in and witnessed the woman “fall in love” with a piece as she added it to her Louis Vuitton bag.

“It really tapped into the reality of what’s happening for people,” said Salzer. “They want that joy. They need that little escapism moment. I think it’s very youthful, this bag accessory charm craze. It’s all about individuality, and you don’t have to spend so much to get this fun look.”

Moreover, as consumers consider tighter budgets due to the current economic landscape, Salzer said it is a way to “amp up or change the look” and add value to a bag someone has already invested in. “That’s why I love what we created, because a client can put the whole charm cluster on the handle, or they can just put one of the charms and continually reinvent the look.”

“If you don’t want to invest in a new seasonal bag every year — which, who can really do that? — you can invest in a small piece of jewelry that can be so much more,” said Salzer. “I think the clip ability and the interchangeability of it are such a talismanic thing. People can just pop it on wherever they want. They get to decide, and that empowerment is what I love giving to clients.”

Looking ahead Salzer said she will continue to push a message of telling a story through jewelry. New charms are released every two or three weeks with about 70 to 80 percent of clients continuing to build collections over time.

“Symbolically, all these empowering symbols are about love and joy and fun and being lighthearted, especially at this time,” said Salzer. “When the world feels really heavy, these talismans can mean a whole lot more than what they look like at first.”