These Are the Most Popular Charms in America by Region

the retailers are family businesses as we are.”

Since Pandora cut its number of American retailers by over 50 percent last year, Rembrandt has regained its momentum, winning back former retailers and adding new ones to its roster, allowing it to recreate jobs it had lost.

“We feel strongly about supporting the retail jeweler, especially since, in our industry, most of the retailers are family businesses as we are.” -- Eric Lux, Rembrandt Charms

The company manufactures thousands of charms, all available in sterling silver, gold plate, 10-karat yellow gold, 14-karat yellow gold and 14-karat white gold, and keeps them stocked at their facilities so they’re able to ship them out in a day.

“Not only do we have all styles cornered, we have the price points cornered so no matter who walks into that store, we’re going to have a charm that will connect with them,” Lux said.

The charms come with a lifetime warranty and 40 percent of Rembrandt’s inventory can be engraved, a service which Rembrandt provides at a charge with same-day service, which comes in handy for retailers at busy times like the holiday season.

“Charms are probably the easiest sale in the jewelry store,” he said.

He stressed that in the age of Amazon, the personal relationship that the repeat business of charms fosters between customer and retailer is even more important than it used to be.

“Charms are a good way to learn more about that customer, establish a relationship at a price point that’s comfortable for them and know that they’re going to come back in to add on to that bracelet and purchase other charms, and hopefully have the confidence to go back to that jeweler for the high-end purchases like the diamond ring or the valuable watches.”

Lux recounted such an example with one of his retailer clients, David Mann Jewelers in Geneseo, New York.

Last Christmas, a customer came into David Mann’s looking to purchase a $25 sterling silver charm, which another jeweler hadn’t been anxious to help him with in the midst of the busy week leading up to Christmas.

“David Mann said, ‘No problem. I can get that for you,’ and he called us and we got him the charm right away,” Lux said. “That customer came back in the spring and purchased a $25,000 engagement ring. He said the reason he came to them was because they helped him out with that charm on Dec. 23.”

"Charms are a good way to learn more about that customer, establish a relationship at a price point that’s comfortable for them and know that they’re going to come back in to add on to that bracelet and purchase other charms."--Eric Lux, Rembrandt Charms

Lux said that Rembrandt is dedicated to mastering the charm and charm bracelet niche.

“Charms tell the story of one’s life. They really create generations of loyal lasting relationships for the jeweler. It’s going to hit home to them sentimentally, but it’s also going to protect their purchase and their confidence with the retailer and our brand knowing that if something were to ever happen, if they run over it with their car, they can send it back to us and we’ll replace it.”

Below, Rembrandt shares its most popular charms in America by region.