About Us

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.

Charm WaxCharm MouldCharm Polisher

Charms Direct is an associate company of a family jewellery manufacturing business originally established in 1953; we have continued to provide exceptional service for three generations.

All of the charms and jewellery found on this website are manufactured, assembled, packaged and shipped by hand from our UK premises.  It’s something we believe passionately in: NO cheap labour, NO funny business – just high quality, traditional charms as they were intended.  We believe that’s what makes us unique!

Charms Direct boasts one of the largest and most exciting collections of charms in the world. Our comprehensive collections of solid and movable charms for charm bracelets are continually being updated - with many new charms, pendants, earrings and bracelets being added throughout the year.

Our charms, earrings and pendants are available via our online shop in 9ct, 14ct and 18ct gold as well as sterling silver - although we are able to produce them in any precious metal upon your request.

At Charms Direct all goods are manufactured from start to finish within our own UK factory premises and we guarantee quality, delivery and service.