Charmingly fashionable
Charm jewellery is back! What has Charli XCX got to do with it?
By : Chokita Paul
Update: 2024-09-02 18:40 GMT
If you’ve been noticing a sea of slime-green accessories taking over your social feeds lately, you can thank Charli XCX. The pop star’s latest album Brat has set off a wave of retro charm bracelets that are as bold as they are playful, reminding us that fashion, much like life, is better with a little edge to it.
Lisa Sahakian, founder of Ian Charms – a jewellery line known for its quirky, childhood-inspired pieces – is ruling the roost with the ‘Charli bracelet.’ Fuelled by her fixation with Brat, Sahakian’s latest design brings together a chaotic mix of beads shaped like dice, hearts, aliens, motorbikes, and those spiky gel balls we all remember from the ’90s. The result? A runaway hit. “It’s probably our best-selling item ever,” Sahakian shares in her post on Instagram. “It’s amazing to see our customers getting excited about the same things we love – it feels like a real connection.”
And it’s catching on. Julia Fox, one of Charli’s muses, makes an appearance in the track 360 with the line, “I’m everywhere, I’m so Julia.” Fox, known for her fearless style picks, featured an Ian Charms necklace in her British Vogue’s In The Bag video.
Blast from the past
This isn’t the first time charm jewellery has been in vogue. Back home, it all started in the ’90s when Shah Rukh Khan sported a beaded necklace in Dil To Pagal Hai. “Charms were seen as a fun way to add a little personality to your outfit, to get that second glance,” explains jeweller Karima D, founder of Soul Works. She adds, “Today the theme has changed, but the intention remains a constant. Charms in necklaces, bracelets, anklets and even earrings are in fashion. Charms have become not just a ‘cool’ accessory, but rather a way to display an ideology, a belief system and to get a conversation started with like-minded people.”
Capitalizing on memories
How does nostalgia affect the current jewellery sales? Is it offering a sense of comfort and familiarity? Is it a hit? Rohit Vadithela, founder of Vai Ra clarifies, “Nostalgia for early 2000s jewellery is driving strong sales as people seek comfort in familiar styles. This trend is particularly popular among Gen Z and younger millennials, who view these items as both a connection to their past and a statement of personal style. Brands have capitalised on this by launching themed collections that tap into these recollections, often resulting in quick sellouts.”
Blast from the past
This isn’t the first time charm jewellery has been in vogue. Back home, it all started in the ’90s when Shah Rukh Khan sported a beaded necklace in Dil To Pagal Hai. “Charms were seen as a fun way to add a little personality to your outfit, to get that second glance,” explains jeweller Karima D, founder of Soul Works. She adds, “Today the theme has changed, but the intention remains a constant. Charms in necklaces, bracelets, anklets and even earrings are in fashion. Charms have become not just a ‘cool’ accessory, but rather a way to display an ideology, a belief system and to get a conversation started with like-minded people.”
Capitalizing on memories
How does nostalgia affect the current jewellery sales? Is it offering a sense of comfort and familiarity? Is it a hit? Rohit Vadithela, founder of Vai Ra clarifies, “Nostalgia for early 2000s jewellery is driving strong sales as people seek comfort in familiar styles. This trend is particularly popular among Gen Z and younger millennials, who view these items as both a connection to their past and a statement of personal style. Brands have capitalised on this by launching themed collections that tap into these recollections, often resulting in quick sellouts.”
And Zodiac signs provide an added dose of personalisation. “Consumers are always drawn to the meaningful aspect of the jewellery,” concludes Sumit Daasani, Partner at Dassani Brothers.
Charms are trending
Global fashion search engine Lyst reported a 150 per cent increase in searches for charms overall in the last six months. Charm bracelets from MM6 Maison Margiela saw a 300 per cent increase week-on-week, while Dior reported a 750 per cent increase month-on-month, making them among the most popular items on the shopping app. Sense is full of fun designs by Justine Clenquet, Chopova Lowena, and Marc Jacobs. Italian charm bracelets, featuring customisable square charms connected by links have also become popular.
Global fashion search engine Lyst reported a 150 per cent increase in searches for charms overall in the last six months. Charm bracelets from MM6 Maison Margiela saw a 300 per cent increase week-on-week, while Dior reported a 750 per cent increase month-on-month, making them among the most popular items on the shopping app. Sense is full of fun designs by Justine Clenquet, Chopova Lowena, and Marc Jacobs. Italian charm bracelets, featuring customisable square charms connected by links have also become popular.