Humans have always clustered their most treasured talismans together, wearing pieces with deep personal significance that were designed to bring luck, ward off danger, or remind the wearer of a loved one. Awe’s charm jewelry honors these traditions, shifting them into a dynamic system that lets every piece of jewelry evolve with the wearer. Start with a Collector piece; add pendants and charms; then remix and restyle over time. The result is a modern, customizable jewelry wardrobe steeped in ancient meaning and infinite possibility.
AT A GLANCE:
The history of charm jewelry
There’s more to charm jewelry than the kitschy bracelets of the 1950s — but this is the image the phrase “charm bracelet” often invokes. However, the practice of wearing specific symbols, shapes and talismans to commemorate milestones or attract certain energies is a timeless tradition that transcends cultures. In fact, highly detailed “charms” carved from mammoth tusk have been found in Germany dating back over 30,000 years. But “charm bracelets” as we know them first rose to prominence in the late 1800s, as yet another trend set in motion by Queen Victoria.
Queen Victoria’s tastes and habits set the standard of style not just among European nobles, but also influenced popular culture as well. The elaborate mourning jewelry she wore after the death of her husband helped establish the aesthetics of mourning that would characterize the macabre spirit of the Victorian era — and while charm bracelets have a sunnier connotation, the first ones may have been part of that tradition.
The first commercially available charm bracelets were produced by Tiffany & Co. in 1889, although they included only one charm. While the practice of trading and gathering charms was growing informally, it wasn’t until the 1950s that the jangly, trinket-laden charms we associate with the term — and the frenzied excitement for collecting charms — took off.
With increased access to mass-market jewelry in the 1980s and 1990s, collecting charms again had a resurgence. These novelty charm bracelets sometimes made use of earlier charm jewelry that had been handed down, but put a distinctly maximalist spin on the look. Their charms could be playful, sentimental, or even baffling, taking on the shape of landmarks like the Eiffel Tower or a donut or scottie dog. To the wearer, the meaning may have been deep and personal, but to an outside observer, they could seem like pure kitsch.
While traditional, handed-down charm bracelets are still very much in circulation, a new form of charm jewelry has emerged. Honoring the significance and emotional weight of those early Victorian charm bracelets, but modernizing them within a dynamic, versatile system that allows the wearer to customize and restyle each piece as their personal style evolves, these new charm jewelry systems represent the best of both worlds.
What you’ll need to create your own charm jewelry
Awe’s charm jewelry is made up of a few unique elements that allow wearers to create a deeply personal piece, then restyle and remix it whenever the mood strikes. Each new addition to your jewelry wardrobe expands the possibilities, allowing you to create an archive that evolves with you.
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Collectors
Collectors are the foundation of any Awe charm jewelry piece. Whether you choose a necklace, bracelet, pair of earrings or a ring as the basis for your charm jewelry, you’ll look for the term Collector to describe a base to which charms and pendants can be dynamically added.
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Collector Links
Collector styles come pre-loaded with one or more Collector Links: spring-loaded circular links that push open like a carabiner, allowing you to add charms or pendants. Some Collector necklaces and bracelets have only one Collector Link, while others have multiple so you can select the placement of your charms.
In addition to the Collector Links that arrive already placed on your Collector piece, you can also opt to amend your piece with additional Links, to allow for more flexibility when placing Pendants and Charms.
Some Awe seasonal collections have their own signature Collector styles that look different from the traditional circular link, but work the same way — like the Hands of Fate Charm Collector Link, or the Lover’s Knot Charm Collector Link, which can be opened at either side.
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Pendants
Pendants, like our signature Goddess Pendants, are designed to be the focal point of a charm jewelry piece. However, because all Awe Charms and Pendants have a universal bail, they can all be used interchangeably on any Collector style, so there are no limitations to what you can design. In general, Pendants are larger than Charms, so many jewelry enthusiasts start with selecting a Pendant to anchor their piece. (However, always refer to individual product pages for measurements of each item.)
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Charms
Charms are other pieces that can be added to your Collectors. They are often crafted in a symbolic shape, and may have gemstone inlays, etched details, or other specialized elements. They are usually smaller than Pendants, but may vary. Charms are ideal to add to your Collector to create a more nuanced, layered effect, whether centered around a theme, or adapted daily to invoke the energy you’d like to call in on a particular day.
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Add-Ons
Awe charm jewelry is designed to be a flexible, dynamic system that can be worn a multitude of ways. With this in mind, there are an assortment of add-ons you can employ to make your jewelry wardrobe even more customizable. For example, the Three Necklace Layering Link allows you to create a stacked necklace look without tangles; and the Necklace Extender makes it easy to adjust the length of your favorite piece.
Creating charm jewelry that evolves with you
When curating their personal collection, most Awe customers start with a Goddess who speaks to them — either because of their mythology, their region of origin, or simply because of the energy they emit.
When creating Awe charm jewelry, it generally makes sense to begin instead with the Collector — although some Awe sets are pre-curated with both Collector styles and a Goddess, surrounded by some of her symbols and talismans. To begin with a pre-made foundation for your first piece, you can always explore these Sets.
Alternately, the new interactive Charm Builder tool makes it easy to visualize what a fully custom piece of charm jewelry will look like. Simply drag and drop the pieces you want to add to your Collector, and the Awe team will assemble it for you — with the same savings as our sets (up to 20% off).
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Step 1: Choose A Collector
Your Collector determines what kind of charm jewelry you’ll be building — necklace, bracelet, earrings, or ring — but it also sets the tone for the aesthetic of the final piece. For instance, are you drawn to more organic shaped links, or something simple and classic? Do you prefer to add just a few pendants or charms, or would you like the flexibility to add dozens? Will you stick to a silver or gold charm necklace, or do you prefer to mix metals? These decisions will help you choose a Collector that suits you.
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Step 2: Pick A Pendant
Anchoring your design with a pendant, whether it’s a Goddess, a Tarot Card, or something else like a locket, creates a direction for the piece (even if you decide to change it later). Let your intuition guide you to what you’re most drawn to, and let that be the centerpiece of your design.
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Step 3: Add Charms
Continue to add charms that speak to you to round out your design. These could be personal to you, like your zodiac sign or the sign of a loved one, or could be dictated by the energy you wish to draw into your life, like an angel number symbolizing abundance. Pieces with gemstone details include descriptions of each stone’s energy and uses on the product page, allowing you to select gemstone charms based on what they emit. New charms are always being added to our collection, making it easy to update your piece over time.
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Step 4: Edit And Evolve
Every piece of Awe charm jewelry is an evolution. As you reach new milestones in life, undergo changes, and explore new parts of yourself, you can adjust, re-arrange, edit and add to your collection. Because every pendant and charm is compatible with each Col lector, there’s no limit to the story your jewelry can tell.
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Frequently Asked Questions
1. What is a charm necklace?
A charm necklace is a necklace that holds multiple elements together, rather than a single focal point like a pendant necklace. Charm necklaces are deeply personal and often added to over time, with charms and pendants that have significance to the wearer.
2. What is the difference between a charm and a pendant?
Pendants are generally larger, and designed to be more of a focal point for a jewelry piece — such as our Goddess Pendants and Mini Goddess Pendants, and Tarot Cards. Charms are more variable in size, and often are shaped like a single symbol or icon, either with or without gemstone details. For specific information on the size of any element, refer to the individual product page.
3. What is a charm collector?
At Awe, Charm Collectors are the foundation of any charm jewelry piece. They include hinged links, usually circular, to which any Awe pendant or charm can be added.
4. How do I build my own charm necklace?
To build your own charm necklace, start with a Collector necklace with the number of Collector links that appeals to you. Then add pendants, charms, and any add-ons you desire to create a fully custom piece.
5. How many charms fit on one Collector?
Awe Collector Links are generally designed to hold 1-2 charms or pendants; however, specific information about each link and its capacity can be seen on the individual product page.
6. Which Collector should I choose for my charms?
Choosing the right Collector depends on personal preference, including how many charms or pendants you’d like to wear at once, and what length of necklace you prefer. For a more minimalist look, choose a Collector that holds 1-2 charms, like the Collector Clasp Necklace. To wear more charms concurrently, you may want to opt for a style with more Links, like the Organic 5-Charm Collector Necklace. Those who prefer a longer length necklace may like a lariat style, like the Horsebit Charm Collector Lariat.
7. Can I add charms later?
Yes. All Awe charms and amulets have a universal bail, meaning they are all compatible with any Collector style you choose. This makes it easy to add to your collection over time.
8. Do charms come with a Collector?
Awe charms and amulets can be purchased individually, with a chain, or with a Collector as part of a set. To begin your charm journey with a Collector that already includes charms and pendants, see our curated sets.
9. Can I mix metals?
Yes. Many Awe customers like the look of mixing sterling silver and gold vermeil when adding charms to a Collector. In fact, the Asymmetrical Charm Collector Necklace was designed with this preference in mind, and includes Collector Links in both silver and gold vermeil.
10. How do I care for a charm necklace?
Care for your charm jewelry the way you would any fine jewelry — store in a clean, dry, airtight container when not being worn, avoid interaction with perfumes or chemicals, and dry promptly after exposure to water. Buff with the Awe cleaning cloth included in your order as needed to restore luster. For more information about keeping you Awe jewelry looking its best, see our Care page.