Charmco
Charmco is a family-owned, direct-to-consumer jewelry brand designing and producing made-to-order solid 14k gold charms, bracelets, and necklaces from a single New York City workshop, sold exclusively through its Shopify online storefront to individual consumers and gift buyers in the United States.
- Company typePrivate
- Founded-
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Charmco does
Charmco is a family-owned, direct-to-consumer jewelry brand headquartered in New York City, operating under the legal entity Charm Company 1 LLC. The company designs, produces, and sells solid 14k gold charms, bracelets, and necklaces through a Shopify-powered online storefront at charmco.com, with all pieces manufactured made-to-order at a single workshop at 15 W 47th St Suite 1404 in Manhattan. The company is led by co-founders Lisa and Leslie, whose lifelong interest in antique jewelry informs the merchandising of both modern designs and a curated Vintage Vault collection of 1950s–60s-era charms.
The product portfolio spans approximately 600+ SKUs organized across thematic categories including travel, beach and nautical, hobbies and professions, holidays, fashion and beauty, and graduation, with product variants such as Engravable, Enamel, Gemstone, Lockets, Mini, Movable (interactive mechanisms), and Luxe tiers. Differentiated features include custom engraving on selected charms, movable mechanical elements (spinners, opening compartments, articulated parts), and gemstone embellishments including diamonds, rubies, pearls, jade, and opals. Individual item prices range from approximately $150 to over $2,900, with free US shipping offered on orders over $300.
The business model is single-channel DTC e-commerce serving individual consumers and gift buyers in the United States, with no wholesale, marketplace, or physical retail presence. Revenue is generated exclusively through one-time product sales and digital gift cards, with no subscription or membership tiers. The company has no external funding, no parent company, and operates with a six-person team that combines founders, craftsmen, and retail operations staff.
Charmco firmographics
Firmographics- Name
- Charmco
- Legal name
- Charm Company 1 LLC
- Website
- https://charmco.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Charmco is a family-owned, direct-to-consumer jewelry brand designing and producing made-to-order solid 14k gold charms, bracelets, and necklaces from a single New York City workshop, sold exclusively through its Shopify online storefront to individual consumers and gift buyers in the United States.
- Ownership category
- akta.pro rank
Charmco industry classification
Industry- Product category
- Luxury Gold Charm Jewelry
- NAICS
- Jewelry and Silverware Manufacturing (33991), Jewelry Retailers (458310)
- SIC
- Jewelry, Precious Metal (3911), Retail-Jewelry Stores (5944)
- akta.pro primary industry
- Personalized Fine Jewelry (Nameplates/Initials/Engraved) (CRAKAAAI)
- akta.pro secondary industries
- Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones) (CRAKAHAG), Custom Fashion/Costume & Alternative Materials Jewelry (CRAKAHAC)
Keywords
Where Charmco is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Charmco business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Direct Product Sales: Revenue generated from direct sales of 14k gold charms, bracelets, and necklaces through the e-commerce platform. Products are sold at various price points ranging from approximately $150 to $2,900+ per item. Made-to-order model with production occurring upon order placement.
- Gift Cards: Digital gift cards available for purchase on the website as gifting options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard 14k Gold Charms |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Charmco product offering
Product offeringCore offering
Charmco designs, makes-to-order, and sells solid 14k gold charms, charm bracelets, and charm necklaces directly to consumers through its Shopify-powered online store. Every piece is crafted in New York City, with options for personalization (engraving, gemstones, enamel) and a curated Vintage Vault of 1950s–60s-era pieces. Complementary digital gift cards are also offered.
Product overview
Charmco is a direct-to-consumer jewelry brand specializing in solid 14k gold charms, with some pieces in 18k gold. The core product is an extensive interchangeable charm collection organized into themed categories (Beach & Nautical, Beauty & Fashion, Graduation, Hobbies & Professions, Holidays & Occasions, Home & Garden, Letters & Numbers, Love & Sentiments, Luck & Gambling, Mom & Baby, Pets & Animals, Religion & Spirituality, Sports & Recreation, Travel & Sites, Wine & Dine, Zodiacs & Birthstones). The portfolio includes sub-brands and product variants such as Vintage Vault (vintage-era pieces), Engravable Charms (personalization), Enamel Charms (colored enamel), Gemstone Charms (diamond, ruby, pearl, jade), Lockets & Heirlooms, Mini Charms, Movable Charms (interactive moving parts), and Luxe Charms (premium tier). Complementary offerings include Charm Bracelets, Charm Necklaces, and Charm Connectors for wearing the charms. All pieces are made-to-order in New York City. The company also offers Gift Cards.
Differentiator
Problem solved
Functional benefit
Products and services
- Gold Charms (14k) Miniature 14k gold charms in themed designs including animals, travel, fashion, holidays, hobbies, and more; many feature movable elements, gemstones, or enamel detailing. Made-to-order in New York City. Sold directly to consumers via charmco.com.
- Vintage Vault Collection Curated selection of vintage-era 14k gold charms from the 1950s–60s, featuring unique designs including gem-set pieces, movable elements, and one-of-a-kind finds. Sold directly to consumers via charmco.com.
- Charm Bracelets Solid 14k gold charm bracelets designed to hold and display Charmco's interchangeable charm collection. Sold directly to consumers via charmco.com.
- Charm Necklaces Solid 14k gold necklaces and chains for wearing charms as pendants, including charm connectors. Sold directly to consumers via charmco.com.
- Engravable Charms Personalized 14k gold charms that can be engraved with names, dates, initials, or custom messages for milestone occasions. Sold directly to consumers via charmco.com.
- Charmco Gift Cards Digital gift cards available in preset denominations for gifting Charmco products. Purchased directly through charmco.com.
Companies that use Charmco
Customer profileSegments2 records
Ideal customer profiles2 records
Charmco technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Charmco partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ShopifycoreShopify provides the e-commerce platform powering Charmco's online store. The Terms of Service explicitly states 'Charmco is powered by Shopify, which enables us to provide the Services to you.' Shopify handles payment processing, order management, and website hosting infrastructure.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
Charmco competitors and assessment
Company assessmentDirect peers
- Alex and Ani: Charm and expandable bangle brand emphasizing meaningful, symbolic jewelry. Overlaps Charmco on themed charm collections and gift/occasion-driven purchase behavior, though positioned at lower price points.
- Aurate: NYC-based DTC fine jewelry brand with made-in-NYC positioning and gold chain/charm offerings. Comparable on direct-to-consumer fine jewelry model, NYC manufacturing narrative, and accessible-luxury price points.
- Mejuri: DTC fine jewelry brand selling gold pieces directly to consumers with a focus on everyday luxury and personalization. Comparable on direct-to-consumer fine jewelry model, online-only distribution, and modern brand storytelling.
- Catbird: Brooklyn-based fine jewelry boutique specializing in delicate gold charms, chains, and stacking pieces. Comparable on NYC-based fine jewelry positioning, charm-forward assortment, and indie-brand identity.
- Oak and Luna: DTC personalized fine jewelry brand specializing in engravable gold name necklaces and charm jewelry. Comparable on personalization as a core value proposition and e-commerce-only fine jewelry positioning.
- James Avery Artisan Jewelry: Texas-based family-owned charm jewelry brand with deep catalog of themed gold and sterling silver charms and bracelets. Closest direct competitor on business model (family-owned, themed catalog, made charms) and product category (interchangeable gold charms).
- BaubleBar: DTC fashion jewelry brand with themed charm and personalized pieces targeting gifting occasions. Comparable on online-first distribution, gifting-focused merchandising, and charm/accessory category overlap.
- Pandora: Global leader in charm bracelets with hundreds of themed charms. Competes on the same core product (interchangeable themed charms) and gifting occasions, though Pandora operates at vastly larger scale and mass-market positioning.
Emerging players
- Brilliant Earth: DTC fine jewelry brand with online-first model and ethically sourced gold/diamond positioning. Comparable on direct-to-consumer fine jewelry distribution and gold-based product mix, though focused more on engagement and bridal than charms.
Broad incumbents
- Kendra Scott: Established DTC jewelry brand with broad assortment of fine and fashion jewelry, including charms and personalized pieces. Competes in the same gifting and self-purchase occasions with greater scale, brand recognition, and physical retail.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key highlights5 records
Customer concentration
Charmco social profiles
Digital presenceCharmco financial estimates
Financial estimateRevenue estimate
Valuation estimate
Charmco leadership team
Management profileNumber of profiles
Profiles2 records
Charmco funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Charmco M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Charmco
What does Charmco do?
Charmco designs, makes-to-order, and sells solid 14k gold charms, charm bracelets, and charm necklaces directly to consumers through its Shopify-powered online store. Every piece is crafted in New York City, with options for personalization (engraving, gemstones, enamel) and a curated Vintage Vault of 1950s–60s-era pieces. Complementary digital gift cards are also offered.
Is Charmco a public or private company?
Charmco is a private company. It is classified as family owned and is currently operating.
When was Charmco founded?
Charmco was founded in -1. It employs 1 to 10 people.
Where is Charmco based?
Charmco is headquartered in New York, United States, in the North America region.
How does Charmco make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are gift Cards.
Who are Charmco's main competitors?
Direct peers on record are Alex and Ani, Aurate, Mejuri, Catbird, Oak and Luna, James Avery Artisan Jewelry, BaubleBar and Pandora. Brilliant Earth is listed as an emerging player. Kendra Scott is listed as a broad incumbent.
Does Charmco have an API?
No public API is recorded for Charmco.
What industry is Charmco in?
Charmco's product category is Luxury Gold Charm Jewelry. Its primary akta.pro industry code is CRAKAAAI, Personalized Fine Jewelry (Nameplates/Initials/Engraved), with a secondary code of CRAKAHAG, Personalized Jewelry (Engraving, Initials, Nameplates, Birthstones). Its NAICS code is 33991 and its SIC code is 3911.