Blue Nile Launches ‘Build Your Own Charm Bracelet’ Tool

Blue Nile launched a “Build Your Own Charm Bracelet” tool, which enables users to design their own charm bracelet from two distinct collections — the Classic Charm Bracelet Collection, featuring more than 100 sterling silver charms, or the new Jovana Bead Charms Collection, sold exclusively online at Blue Nile.

Build Your Own Charm Bracelet allows consumers to mix and match charms within each collection, as well as create and visualize their one-of-a-kind charm bracelet prior to ordering. The application also enables users to choose their desired bracelet style, view and choose from hundreds of charms, and filter options by desired price and color, thereby creating the perfect accessory. Blue Nile also offers the option of a themed starter charm bracelet.

“Charm bracelets are deeply personal, allowing the wearer to express their individuality and carry mementos of their most cherished memories wherever they go,” said Blue Nile’s senior vice president of merchandising, Sue Bell. “We’ve become one of the world’s leading fine jewelers by giving consumers the power and choice of customization. Our new Build Your Own Charm Bracelet extends that capability, and consumers are already taking advantage of the new feature.”

Blue Nile’s Classic Charm Bracelet Collection includes more than 100 charms to symbolize significant life events such as a new baby, graduation, or wedding, as well as initials and birthstones. All charms and charm bracelets in the Classic Collection are made of the finest sterling silver and start at $52. Individual charms are available from $26.

The Jovana Bead Charms Collection includes nearly 600 intricate beaded charms available in a variety of metals and materials, including Murano glass, Austrian crystal, sterling silver, and gemstones. Shoppers can select individual charms from a variety of themes, such as fashion, holiday, signs of the zodiac, and animals, to name but a few. Jovana bracelets are available in either sterling silver for $40 or black leather for $19. Jovana bead charms start at only $19.

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