About Niche Charms

At Niche Charms, we celebrate self-expression and nostalgia. Founded in 2024 and women-owned, we’re a New York City-based brand bringing back the fun and individuality of the 2000s—one charm at a time. Whether you lived through the charm craze or are discovering it now, we have charms for everyone! Niche Charms all started with a dusty box of vintage deadstock Italian charms and a big burst of nostalgia. As each charm found a new home, something magical happened—people lit up finding pieces that felt like them. What began as a fun side project quickly spiraled into a full-blown charm obsession. Now, Niche Charms is a mix of vintage gems and original designs, made to help you build a bracelet that tells your story, shows off your vibe, and lets you Create Your Niche, One Charm at a Time. Inspired by the iconic charm bracelets of the past, our handcrafted Italian charms let you tell your story. More than just accessories, our bracelets are a way to wear your memories, celebrate milestones, and express your unique style in a playful, meaningful way. Read their story