Thomas Sabo - Generation Charm Club

Thomas Sabo hit the ground running this year with the revamp of its Charm Club to meet new market demands.

Relaunched as the ‘Generation Charm Club’, Thomas Sabo reinvented the world of the charm, which made a buoyant comeback this year, with a new campaign and product offering suitable for today’s fashion-savvy consumer.

The Generation Charm Club combines high fashion looks with the ever-growing personalisation trend.


The debut range featured 260 restyled charms crafted in sterling silver and adorned with 18ct yellow gold plating, sparkles, and classic natural materials.

Designs comprise vintage styles, extra-large charms, single earrings, which can be mixed and matched, and a wealth of different carriers, including necklaces, bracelets, and hinged hoops. Motifs include letters, star signs and new symbols, in charms of various shapes and sizes.

A focus was very much on encouraging consumers to create their own personal style with the products.