Our Story🎀

If there’s one thing you should probably know about us, it’s that we’re slightly obsessed with accessorising💚

And when we say accessorising, we mean everything. I’ve always loved dressing up, adding little details, changing things around and making even the most ordinary stuff feel a little more like me. My bag, my sneakers, my sipper… if I can add a little something to it, chances are I probably will 🎀✨

So naturally, at some point, the thought came up between us on why should the things we carry every day be not interesting?🙃

That little thought turned into building Charm’D AF💗

We didn’t start with a huge business plan or a big team. It was just the two of us, an idea we kept talking about and the slightly crazy decision to actually do something about it🤓

And then came the rabbit hole. We started looking at so many charms that hours spent on looking at colours, finishes, sizes, combinations and all the tiny details that probably nobody else would notice 😭 We dug so much into this for us to understand on the kind of product curation that we'd ourselves deck up with😍

And we think that’s what Charm’D AF is really about taking something you already love and making it feel even more yours❤️

We don’t believe you need one particular aesthetic either. One day you can be minimal and the next day you can be covered in pink, bows, sparkle and a little chaos 😂 You can change your bag charm with your mood, add some personality to your sneakers or make your everyday sipper feel like part of your outfit💚

Growing up, we were always told to be practical. Buy what you need. Make sensible choices. And yes, we still do that. But we also believe in the little things that make you happy for absolutely no serious reason🎀

A tiny charm. A favourite colour. A little extra detail. Something that makes you smile when you look at it. Sometimes that’s all it takes to make an ordinary day feel a little better. ✨

And honestly, we like things with a bit of personality. Cute when we feel like it. Minimal when we want it. Extra when the mood strikes. A little chaotic sometimes, but always unapologetically us 😌💗

Building this has had its fair share of long days, second thoughts, things that didn’t work and moments where we definitely overthought everything🔨 And somewhere along the way, Charm’D AF became real🥹

We’re still learning, still figuring things out and still obsessing over details you may never notice, and it's a long way to go⭐️

We’d love to curate stuff for anyone who loves these little extras, believes everyday things deserve a bit of personality and, like us, has absolutely no problem being a little extra sometimes😉

So ya, Hi from Charm’D AF💗👫🏻
~Saujanya & Kalyan