A charm is a magical piece of jewellery - a talisman, a trinket or a token, but it’s a small and precious piece of jewellery that can take any form and be worn on a necklace, bracelet or earring Be it love, luck or protection – a charm tells a story, makes you smile and reminds you of something special. Charms are little moments in time honed in gold, that mark the key milestones of our lives.