Rembrandt Charms: Building a Brand, One Customer at a Time

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Rembrandt Charms, the world’s largest collectible charm company will promote their brand of personalized charms and charm bracelets at the edgy Fashion Rocks concert hosted by Condé Nast on Thursday, September 7th at Radio City Music Hall!

What better place for the world’s largest collectible charm company to promote their brand of personalized charms and charm bracelets than at the edgy Fashion Rocks concert hosted by Condé Nast on Thursday, September 7th at Radio City Music Hall! The standing-room only event which intertwines fashion and music is curated by Sir Elton John, and features top performers in all musical genres.

“Musicians have used jewelry, and charms in particular to create and promote their image throughout the years. Charms are an ideal way to express one’s individuality.” explains Jennifer Hillman, communications director, Rembrandt Charms.

While fashion and music trends tend to repeat themselves over the decades, charms and charm bracelets provide a glimpse into the story of each person’s life and into pop culture and society.

Throughout each decade, charms have adorned the wrists, necks, navels and other parts of top female (and sometimes male) artists. Peace and love signs from the early 70’s made way for occult and black magic symbols later that decade. Layers of bracelets and necklaces were the rage of the 80’s, which led to the “bling-thing” of the 90’s.

The current decade has seen a resurgence of unique, customized jewelry. “Charms will always be the ultimate accessory of self-expression in my book. The variety of charms available today gives wearers of every age the ability to pick the charms that best suit their memories and sentiments. Today’s charms are seen dangling everywhere--from cell phones, belts, and wine glasses, to layered necklaces, purses and key chains,” explains Shaye Strager, Managing Director, of Studio PR a jewelry styling company based in New York City with celebrity clientele.

“I am not surprised that charms have such mass appeal,” states Christopher Lux, founder of Rembrandt Charms. “When I started Rembrandt over 40 years ago, the variety of charms was limited. Today, it is as extensive as the imagination of our customers. By keeping our company’s focus on traditional uses of charms, for bracelets and pendants, we have encouraged the collectible aspect and have grown into the world’s largest collectible charm company.”

The increased demand for Rembrandt’s charms is apparent from the 70,000 monthly visitors to the company’s website: In addition to searching for charms, users can design their own charm bracelet and enter Rembrandt’s monthly essay contest titled, “The Story of Your Life.” The contest asks entrants to write their life story – illustrated by 10 Rembrandt Charms. Each month, one lucky winner receives the bracelet of their design, along with their life’s story published on

Its affiliation with Fashion Rocks, and many other consumer branding initiatives, as well as the mass appeal of charms, and the current trend of accessorized self-expression, all assure that Rembrandt Charms is becoming a household name.

Rembrandt Charms offers thousands of handcrafted charms, the world’s largest collection, in sterling silver and karat gold. Jewelers have relied on Rembrandt Charms’ superior quality for over 40 years.

Editor’s note: digital photography and product samples are available.

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Jennifer Hillman
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