What is the History of Charmco?
Every brand has an origin story, but Charmco's begins with a true labor of love. In the early 2000s, a mother-daughter duo, Leslie and Lisa, turned their shared passion for 14k gold charms into a business celebrating memory, meaning, and craftsmanship. It all started with a single charm bracelet Leslie designed for her daughter using heirloom pieces and travel finds. That bracelet sparked an idea: why not build a place to share storytelling through charms with more people? Soon after, Charmco (short for The Charm Company) was born.
Has Charmco Always Been an Online Jewelry Brand?
Not at first. Charmco began as a custom service where customers filled out a questionnaire about their travels, passions, and favorite memories. Leslie and Lisa would then curate a bespoke charm bracelet tailored to their stories. The concept was such a hit that Charmco launched a charm bar at Bergdorf Goodman in 2005, along with a book collaboration titled The Charm of Charms. Following national press features and growing demand, the founders took Charmco fully online in 2008, making it one of the first fine jewelry e-commerce brands of its kind.
Is Charmco Still a Family Business?
Yes, and proudly so. Leslie and Lisa left their corporate careers to start something entirely their own. What began as a small family project quickly became a thriving, female-founded jewelry brand rooted in storytelling and sentimental design. Together, they spent years studying the history and craftsmanship behind gold charms, learning from vintage dealers, collectors, and artisans to create a collection unlike any other. To this day, Charmco remains a family-operated jewelry business, with a small, dedicated team that still works closely with customers to bring their jewelry stories to life.
What Makes Charmco's Vintage Collection Special?
Before designing their own line, Leslie and Lisa spent years curating antique and vintage gold charms from around the world. That collection, known today as The Vintage Vault, has become one of the largest online assortments of collectible charms, with pieces spanning eras from Victorian to Mid-Century, Edwardian to Y2K. These vintage treasures often feature intricate details, movable parts, and symbolic motifs that capture the spirit of their time. Each piece is carefully vetted for quality and authenticity, and new finds are added regularly, making the Vault a favorite among collectors of fine vintage jewelry.
Does Charmco Only Sell Vintage Charms?
As Charmco's reputation grew, customers began asking for charms they couldn't find anywhere else. In response, Leslie and Lisa started designing their own 14k gold pieces inspired by beloved vintage era charms. The very first original Charmco design was an Eiffel Tower charm, created from a mold of a popular vintage piece that sold quickly but received numerous inquiries. Today, the Charmco Collection includes hundreds of original designs, each made with care by their expert artisans in their New York City studio using solid 14k gold.
Does Charmco Have a Storefront?
While Charmco began as an online pioneer in fine jewelry, they also welcome customers for in-person shopping by appointment at their Midtown Manhattan showroom. Located in New York City's historic jewelry district on West 47th Street, the showroom offers a chance to see the 14k gold charms and chains up close and work directly with Charmco’s knowledgeable team. Appointments are available Monday through Friday from 11am to 4pm and can be scheduled by emailing info@charmco.com. For clients outside of New York or unable to visit, Charmco provides personalized virtual service; they’re always happy to share photos or videos of any charm or chain to help you find the perfect piece from afar.
Who is Charmco For?
The brand's timeless appeal has drawn collectors and celebrities alike. Over the years, stars such as Jessica Biel, Kate Hudson, Goldie Hawn, Kelly Ripa, Mariah Carey, Susan Sarandon, Sophia Bush, and Kacey Musgraves have all been spotted wearing Charmco's signature gold charms. The brand has also been featured in major publications including Vogue, InStyle, Town & Country, Elle, Glamour, and O Magazine. Despite its high-profile following, Charmco remains devoted to its roots, connecting with customers on a personal level to celebrate their stories through jewelry.
What are Charmco’s Values?
While the brand has grown and evolved, its mission has never changed: to create meaningful, heirloom-quality 14k gold jewelry that celebrates life's moments, big and small. From playful modern designs to one-of-a-kind vintage finds, every Charmco piece invites the wearer to express who they are. More than two decades after that first charm bracelet, Charmco continues to honor its founding belief: every charm has a story, and every story has a charm.
Carrying the Charmco Story Forward
From a single heirloom bracelet to a beloved destination for collectors and gift-givers, Charmco's story is one of creativity, craftsmanship, and connection. Whether you're discovering our vintage treasures or designing a custom charm bracelet of your own, you're becoming part of a tradition that's been built and loved for generations.