So Charming
From their origins as ancient spiritual protectors to today’s fashion statements, charms have come a long way. Today, these little jewelry pieces are not only adorning the traditional bracelet, but can also be found on necklaces, rings, anklets, earrings, and even watches and mobile phones.

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As fashion statements in themselves, charms come in all price points, colors, styles, designs, and materials. They adorn watches and cell phones, necklaces and earrings. There are also watch charms that tell the time! Even dogs and cats have been charmed with collars sporting various motifs.

Niche markets – pet charms
One of the fastest growing niche markets for charms is the pet market. Mary Mendola, customer service supervisor at Rembrandt Charms in Buffalo, New York (www.rembrandtcharms.com), explains: “Pet charms are very popular at Rembrandt. The best selling pet charms include the Labrador, Golden Retriever, Cocker Spaniel and
Photoart charms featuring all types of pets such as dogs, cats, horses, birds, bunnies and lizards.”

Retailers also recognize this market. Katharine Wells, owner of the fine jewelry store, Jewells, in Roanoke, Virginia takes her dog, Pennyweight, to the store everyday. “I used to have a rhinestone collar on her and my customers would ask where they could buy one. I quickly realized that Pennyweight would be a perfect jewelry model to promote Rembrandt charms. She loves her charm necklace and so do my customers. I’ve sold other dog necklaces and lots of single charms to attach to dog collars. We add charms regularly to Pennyweight’s necklace so that customers can see the new pieces.”

Chicago-based Smart Jewelers carried dog charms before other types of charms, and continues to sell these pieces very well. “We have charms depicting over 100 different breeds of dogs,” says store owner Vern Kagan, adding that dog charms do double duty. They are not only worn on dog necklaces and collars, but the pet owners wear them on their own bracelets to celebrate their love for the animals.

LuxePets, a relatively new brand based in Venise, California, sells a variety of luxury products for cats and dogs, including charms that are available in silver, gold, and even platinum and precious gemstones upon request. The charms can either be placed on the company’s specially designed patent-pending pet collar or worn by the animal’s owner on a charm bracelet. Claire Chew, owner and designer, says she started LuxePets (www.luxepets.com) when her own dog passed away after being a member of her family for eleven years. With only a dog tag and a nylon collar as keepsakes, she realized the need to offer something different to people who have a strong bond with their pets. The response to the pet charms has been amazing, she adds.

Sentimental journeys
Probably the most common use of charms is to represent significant events in a person’s life. In this respect, Rembrandt Charms recently carried out an innovative marketing campaign for Mother’s Day. The brand sponsored a contest where people used charms to describe their mother’s life, and the winner won the bracelet. “Every charm bracelet tells a story,” states Jennifer Hillman, communications director of Rembrandt Charms.

“Mother’s Day is the perfect opportunity to reminisce about Mom and her life.” The company also held another contest, this time inviting people to speak about their own lives, and again the winners received their bracelets. Some of the stories sent to Rembrandt are so indicative of how charms can represent feelings and emotions. The company also provides the opportunity for prospective charm buyers to go to their website, create their own personalized charm bracelet, and then locate the retailer nearest them to purchase it.

Marketing tips
Because of the growing popularity of charms, many retailers are setting up customized charm bars and boutiques where the charms are organized by category or theme, thus creating a fun shopping experience for their customers. The trend started in the large metropolitan areas but has now extended across the United States. Charm customers are generally repeat customers, who often bring in their friends, who also become potential buyers for not only charms but other types of jewelry as well.

For stores considering charms, here are a few tips. (1) The charm boutique or bar should be in a visible spot and be fun for the customer to browse through. This makes the shopping experience enjoyable and relaxed. (2) A fairly large inventory and variety are important.

Vern Kagan explains, “The more charms you carry, the more charms you will sell.” His Smart Jewelers store stocks over 900 charms in both gold and sterling, along with a large selection of bracelets and chains. The store also has a one-price policy for customers to purchase a sterling bracelet plus seven charms of their choice at a given price. (3) Special events and holidays make good charm-selling opportunities. They can also be used to fill marketing niches for groups and organizations such as schools, fundraising organizations, dog and cat shows, travel clubs, sports and dance associations, plus many others.

Charms offer something for everyone. Some people like their symbolism. Others enjoy the jingle they make as they move. Still others appreciate the stories they tell or the memories they evoke. Whatever the reason, charms are indeed charming.

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