From Nostalgia to Now: The Charm Bracelet Revival
The rumours are true – charms are back and here to stay according to the experts in the jewellery industry
Charms have a long and illustrious history, dating back to ancient times when they were worn as a way to ward off evil spirits or bring luck. Today, they are still a good luck symbol for many people, but more often they act as a form of self-expression and a reminder of loved ones, visited destinations or one’s hobbies. According to a recent study conducted by Pandora UK, over half (52%) of British women own a charm bracelet, while a further tenth (12%) have owned one in their lifetime. Inspired by the latest surge in popularity, nearly a quarter (24%) admitted they are currently considering purchasing one and a surge of 157K Google Searches for ‘charm bracelet’ in the last month would suggest many are actively shopping for charm inspiration.
To shine a light on the catalyst of this charm revival, Pandora’s resident jewellery expert Emma Fox explains the rise in popularity, as well as the trend of charm necklaces and gold charms.
Why are charms trending?
‘Charms’ is currently the top searched term by Pandora UK customers onsite, with demand up 155% compared to last month. Emma explains the reasons behind the steep increase in demand: “We’re seeing charm bracelets experiencing a huge rise in popularity at the moment due to a number of factors. Arguably, the biggest driver is consumers’ desire for personalisation – we’re seeing this right across the fashion and jewellery industries, from nameplate necklaces to customising your handbag with viral labubus or a cluster of unique bag charms.
“We’re also seeing a shift towards mindful consumption where people are wanting to invest in jewellery that will last them a long time and that they can enjoy wearing for years to come. For many people that means having sentimental pieces that represent a part of them, something that they won’t get bored with – for example, a birthstone or zodiac charm, or a piece that represents a passion or meaningful destination they’ve travelled to.
“Another factor driving demand is a desire to have fun with jewellery. The start of the decade was dominated by minimalism and refinement across interiors, fashion and jewellery. This year is all about breaking away from perfectly matching sets and instead having fun with accessories, whether that be with unique sculptural shapes, colour beads, or playful charms.”
Gold charms
Searches for ‘Gold charms’ on the Pandora UK website are also up 149% compared to this time last month. Emma explains why: “It’s not just charm bracelets in general that’re experiencing a huge resurgence in popularity; gold charm bracelets specifically have also seen a rise. Whilst typically we might have been associated with silver charm bracelets, gold has been in huge demand over the past year, in all aspects, from statement gold rings to mixed metals and vintage inspired pieces.”
Charm necklaces
The obsession isn’t just stopping at bracelets either, charm necklaces are having a big moment, with UK Google searches for ‘charm necklace’ 14% higher than this time last year. Emma explains: “For years charms have been synonymous with bracelets, however we’re now seeing more and more people choosing to personalise their necklaces instead. Long pendant necklaces have been seen all over the runways this season and make a big impact as an accessory so it’s no surprise demand for charms is rising, they provide the perfect way to inject some fun and personality into an outfit.
“Name plate necklaces have been particularly popular this year, with many celebrities and reality TV contestants sporting the trend. Initial charms are a great way to enjoy the trend and personalise a look. It also gives you the flexibility to switch up the charms for a completely different look but keep the same chain.”
Playful icons
“This year, charms are all about having fun, and creating a thoughtful collection that both look great together but also tell a story about the wearer themselves or represent a certain theme.” Emma says.
“During the summer, holiday-related charms were hugely popular, especially sun, starfish and fruit-related charms. As we head towards winter, we can expect charms to maintain their popularity but with a greater focus on gold and sparkly charms, or statement dangle charms.
“During the Christmas party season, charm bracelets and necklaces are a great way to update a simple outfit and break up any solid colours, especially when the colder weather means lots of layers and longer sleeves.”
To explore Pandora’s wide range of gold-plated charms, charm bracelets and the new Talisman collection, visit the Pandora website.