The keyring has had a serious upgrade. What was once purely functional is now one of the easiest ways to personalise a bag — a statement charm clipped to a tote handle or zipper pull changes the whole feel of an outfit. Our edit focuses on the brands doing it best: bold, playful, and designed to be noticed.
The Brands in Our Edit
Packed Party are the go-to for fun, colourful charms that bring personality to any bag — from glittery statement pieces to novelty shapes that photograph brilliantly. Ivory Ella bring a softer, nature-inspired aesthetic to their accessories, with charms that feel considered and wearable across a range of styles.
How to Style a Bag Charm
Clip a statement charm to the handle of an oversized tote for maximum impact — the contrast between a structured bag and a playful charm is the point. For a more subtle approach, attach it to the zipper pull of a crossbody or mini bag and let it swing. Mix a novelty charm with a more minimal outfit to let the accessory lead. Keyrings also work well layered — two or three smaller charms together read as intentional rather than accidental.
Explore our full range of fashion accessories or shop our edit of tote bags to find the perfect bag to pair with your charm.
