A Charmed Life

For over a half a century, Rembrandt Charms has been designing and manufacturing charms and charm bracelets, recognized as having the world’s largest charm collection in silver and gold.

Charm bracelets reveal a lot about the people who wear them. From fanciful miniatures of iconic travel spots and gem-studded figurines of favorite pets and pastimes to symbols of love and luck, there is something inherently charming about a charm bracelet and its ability to tell a story unique to its owner. Charms collected over the years chronicle moments in a life lived like no other jewel can.

Charms are credited as the first form of jewelry, dating back to 560 B.C., when natural treasures like pearlescent shells and glinting stones were revered as lucky charms. But the charm jewelry we know today, emerged at the end of WWII, as American soldiers leaving Europe and the Pacific Islands brought home small trinkets for their sweethearts. Local craftsmen fashioned bits of metal into tiny replicas of items common to the locale, and enterprising jewelers picked up on the trend to create charms for all occasions.

For more than 50 years Rembrandt Charms has been designing and manufacturing charms and charm bracelets in the United States and Canada. In fact, this family-owned company has the No. 1 branded collectible charm inventory in the world, with thousands of styles in a range of precious metals, including sterling silver, gold plate, 10K and 14K yellow gold, and 14K white gold. All Rembrandt charms are covered by a lifetime warranty, reflecting the brand’s commitment to superior craftsmanship and quality.

“The beauty of a charm bracelet is that it’s a timeless collectible that can be passed down for generations,” says Eric Lux, Vice President of Rembrandt Charms, Williamsville, New York. “Each charm tells a personal story that can be sentimental or amusing. Charms capture exact moments in time, something you really can’t find in other jewelry, beyond engagement and wedding rings.”
Trends today, especially among the younger generations are for keepsakes that tell their personal story. In fact, charm bracelets and necklaces were a big trend on the fashion runways for 2019. Charms have a feeling of nostalgia, and since the turn of the new millennium, particularly in the last decade, classic charms have swept back into fashion.

In fact, Rembrandt is proactive in tracking trends, bringing to the market charms with popular sentiments trending in other collectibles, like “Mama Bear” and “I love you to the moon and back”. The company also cites demand for charms with moveable components, and themed bracelets for bridal, baby, travel and hobbies. With more than a half century of experience and collected data, Rembrandt can narrow bestsellers by region to help identify the right styles for its authorized retail jewelers, over 14,000 in North America.

Lux describes charms as a classic staple in fine jewelry that appeals to all ages, backgrounds, and budgets. While charms can be added to necklaces, earrings and bangles, the traditional charm bracelet remains a bestseller. With every charm bracelet sold, retail jewelers learn their customers’ interests and lives. Relationships develop that lead to repeat business.

Rembrandt’s Business Building Charm Program enables thousands of retail jewelers to increase sales and cultivate generations of new and repeat business. Customers return regularly to add to their charm bracelets, and to shop for their family and friends. Program benefits include inventory-controlled charm displays, stock balancing, marketing collateral, an interactive website for consumers to build their own bracelets and wish-lists and much more. Rembrandt’s consumer advertising directs charm collectors to authorized retail jewelers listed on their website’s Retail Locator.

For more information, contact Rembrandt Charms directly, or visit them at JCK Las Vegas Booth 19127.