Our Story

Charms Direct is a family run, UK based, online retail company – we specialise in all things charms! Our factory is situated in the heart of Birmingham’s historic Jewellery Quarter, Hockley. We use traditional working methods and embrace new technologies to create authentic, traditional charms of exceptional quality, that's what makes us unique! We also boast one of the largest and most exciting collections of charms in the world. All of the charms and jewellery found on this website are British-made and available via our online shop in 9ct, 14ct and 18ct gold as well as sterling silver.