Charms have always been an industry constant. Some consumers gravitate toward collecting charms over a period of time to build a bracelet or necklace. Other sentimental shoppers may re-wear family heirlooms, adding a chain to their great-grandparents’ rings for a one-of-a-kind charm necklace.
At Midas Chain, which currently carries charms and pre-mixed charm necklaces in gold and silver, the merchandising team discussed ways to reinvigorate the charm look.
“When talking to our retailers, charms always come up,” says May Samuel, vice president of merchandising and design at Midas. “The question became how to find a new way to hold charms and breathe life into an existing concept.”
Midas’ new Push Lock Collection modernizes the charm look while still preserving its timelessness. The collection includes 14k gold chains, push locks, and engravable charms.
Midas created a collection of split chains just for the Push Lock Collection: three styles of Paper Clip Chain and one style of Rolo Chain. Instead of ending in a regular chain finding, these split chains’ endpoints feature an oversize jump ring. The wearer can easily connect the ends and secure the chain using a push lock.
Truly universal, the Push Lock Collection offers looks as minimal or overstated as the wearer would like. Some look inspiration for the collection:
1. Classic: Create a simple look with your favorite chain and the push lock of your choice. Midas calls this their “starter package.”
2. Creative: Take your split chain and wrap it around your wrist. Just wrap and hinge your lock to secure the style.
3. Chic: Slide your push lock over your Midas chain and connect as many charms as you’d like.
4. Bold: Go big or go home. Using a split chain, connect four, five, even six (!) push locks to connect the ends.
5. Boho: Use—or create—a Y necklace and add your locks and charms to the end of the lariat.
Since it can continually be built upon, the Push Lock Collection is great for gift-giving. A diamond push lock could make a great sparkling holiday gift, while a heart push lock could be a perfect romantic gesture for Valentine’s Day.
The charms, which come with either 6 mm or 8 mm bails to fit over your favorite chain, are made to order and available for engraving. Consumers can commemorate a recent nautical vacation by adding an anchor engraving to a charm, or celebrate the birth of a child by engraving a charm with their name and birth details.
Whether someone receives a push lock or a charm, what starts as a personalized gift quickly transforms into their own story told through jewelry.
For those less interested in nostalgia and more interested in fashion, as they continue to expand on their own push lock and charm collection, they will be able to mix and match pieces and continually create new looks.
The push locks start at $50, and the charms start at $56, both of which are comfortable price points allowing consumers to continue expanding on their collection.
“We create game-changing products at Midas,” says Samuel. “Our exclusive push locks are the nucleus to building a charm collection that’s completely unique to you.”