When it comes to fashion, it always pays to invest in the classics. Whether timeless handbags, trench coats or the perfect denim, we've long believed that the smartest (and most sustainable) way to shop is to curate a wardrobe full of versatile pieces that can be worn in a variety of different ways for years to come – and this also extends to your jewellery collection. One piece that has reached staple status for the Bazaar team is an accessory that you probably first owned in your younger years: the humble charm. Originally seen as a gateway into wearing jewellery and favoured as a keepsake item to mark special occasions, over time the charm has evolved to be become an item you will find in the jewellery box of any discerning fashion fan.
Courtesy of Pandora
A brand which has become synonymous with charms is Pandora, and this year marks 25 years since the launch of their very first one. “It was a silver strawberry charm,” Pandora’s general manager for the UK, Nicole Clayton, tells us. “It was quite traditional at the time. People collected them for milestones, and the customisation options were really limited.” Since then, charms have matured, both in terms of personalisation options, and how they’re created. “The level of personalisation, like engraving, really allows wearers to create meaningful narratives, so that’s been a big shift,” Clayton continues. “The other thing that’s interesting is the evolution of materials and artisanal techniques; man-made stones, the addition of glass carved into new shapes, and all the way to lab-grown diamonds. These are probably the biggest differences from where we’ve come from to where we are today.”
As charms have grown-up, so have the people buying them – and they keep coming back for more; in 2024, 63 per cent of customers purchasing charms were return shoppers. In 2025, that number has grown to 70 per cent, signalling that Pandora's offering is still resonating with its customers just as much as it was 25 years ago.
In May, the brand launched its High Summer collection inspired by nature, with each charm reflecting the wonders of the natural world. A far cry from the original silver strawberries, the collection features styles inlayed with man-made stones, and Murano glass carved into symbolic animal shapes. What was once a fun accessory reserved for your wrist, now takes pride of place on necklaces, earrings and bags – and the focus is very much on personalisation. "We still have our traditional wearers but now we have more modular options that allow us to layer, so customers can really build bespoke looks," Clayton explains. "There’s no limit or rules to what you can do. It really illustrates how expressive and versatile charms are and how they continue to be."
While Pandora has long been a leader in this space, a whole host of luxury brands have embraced charms in recent years, creating beautiful, classic pieces to invest in and wear every day. Tiffany & Co.'s selection of pavé-diamond key charms make an elegant keepsake, while at Dior, a range of bag charms are now available to dress up your Lady Dior. Italian house Gucci has leaned into the more playful side, with monogramed coated-canvas dog bag accessories, for those who want to carry a symbol of their furry friend everywhere they go.
The message is clear: we're continually charmed by charms – and the fascination is showing now signs of slowing down. Below, shop some of our favourites available to buy now.