Trinkets and beads charm their way back into fashion

© Written by Rachael Taylor for The Financial Times

The craze for collectible charms and beads 10 years ago revolutionised brands such as Pandora, Trollbeads and Thomas Sabo. “It was massive,” says Lucy Reece-Raybould of the Company of Master Jewellers, a buying group representing more than 350 independent stores across the UK and 210 suppliers. “The charm has changed the jewellery world completely. For many of our retailers, the charm saved them.”

Revenues at Danish brand Pandora, for one, grew from DKr3.5bn ($560m) in 2009 to DKr22.8bn in 2017.

But sales of the small jewels, designed to be attached to bracelets, have stagnated, leaving companies wondering how to refresh consumer interest and revive profits…

This story was originally published in the March 31, 2018, edition of The Financial Times. Read the full story here

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