If you’re looking for a jewelry trend to follow this fall, add charm bracelets and necklaces to your offerings—some jewelry experts are saying charms are the “It accessory of the year” because of their popularity on social media.
Charms and charm necklaces were among the top searches on eBay in June, according to the website, which credits Gen Z in particular for making charms-related names like Pandora and James Avery popular keywords in the jewelry and watches category.
And don’t forget the huge success of charm-centric retailers, such as Good Stock in Kennebunk, Maine. The charm bar, which went viral in mid-July, is selling out on a regular basis and has had to close its line because so many customers are queuing up to make their own charm bracelets and necklaces.
Good Stock owner Mia Gezik attributes this jewelry trend to more women choosing charms as mementos of vacations and other special activities or deciding to have a fun day hanging out with friends at the store creating pieces.
Claire’s is another retailer expecting charms to surge with Gen Z shoppers this fall. The mall chain today debuted an exclusive collection with Theme, a fashion brand created by 15-year-old designer Ariella Maizner, that includes charm bracelets and necklaces.
The Claire’s x Theme collection also features beaded bracelets, sets of stud earrings, and hair accessories, with prices ranging from $5.99 to $24.99—perfect for back-to-school styling, Claire’s notes.
The company started a marketing and merchandise initiative last winter that targets Gen Z and Gen Alpha (those born after 2010)—two age groups collectively known as Gen Zalpha. One goal of the Collab, as the Claire’s campaign is called, is to give Zalpha consumers jewelry and accessories that are customizable, just like a charm bracelet or necklace.
In an email interview, Maizner says she began making her own accessories when she was in elementary school, and Theme is her way of helping other teens find their own look.
“Theme stands for the me, and this collection is all about being the me you want to be,” Maizner says. “I design pieces I would love to wear, for all parts of my life. I want everyone who wears these pieces to feel confident. Each piece can be styled however you want. What I love most about this collection is that you can mix and match the pieces to fit your own personal style.”
She notes that the charm bracelets and necklaces are her favorite pieces in her Claire’s collaboration.
“Theme is about celebrating all sides of a girl’s style from school to hanging out, going out, playing sports, sleepaway camp, parties, sleepovers, and more,” Maizner says. “I love to design for all parts of a girl’s life. So this collection was inspired by pieces that can be easily styled into any part of your day. You can literally wear these pieces for all of your occasions.”
Top: Claire’s is bringing charm jewelry front and center with pieces like this Rhinestone Cup Chain Stretch Bracelet ($12.99) in its collaboration with the Theme fashion brand. (Photos courtesy of Claire’s)
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