The Business of Bag Charms: Capitalizing on Fashion’s Latest Craze

Brief Summary  

Bag charms are one of the most viral and revenue‑driving fashion micro‑trends in 2025.

• Google search interest in bag charms surged 168% in the last year.
• Pinterest search interest for bag charms grew 700% in the last year.
• Bag charm sales on JOOR skyrocketed to 12x last year's levels in the first half of 2025 among like-for-like brands.

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These numbers point to serious financial opportunity for brands and retailers. 

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Why Has Fashion Been Captivated by Bag Charms?

The luxury slowdown has been driven by increasing designer prices and a simultaneous pullback in consumer spending. As a result, brands and retailers have been looking for products with an entry-level price point to engage disenfranchised customers and blend luxury with affordability. 

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The result? Bag charms. Small, playful accessories that can easily be attached to larger items like water bottles, handbags and phones to decorate everyday essentials. These miniature accessories are also the antidote to quiet luxury—instead playing perfectly into fashion’s recent maximalist direction. They are bold, whimsical, and designed to capture attention, making them the ideal accessory to showcase on social media. 

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Consumers love them because they’re a cute way to add a personalized touch to a look. Customization is becoming increasingly important in a fashion landscape where personal style reigns supreme. Bag charms are the perfect tool for expressing identity, so it makes sense that many brands include initial detailing or zodiac motifs within their charm designs.

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The Global Appeal of Bag Charms

Bag charms first had a fashion moment in 2013, when Karl Lagerfeld's fluffy fur Monsters at Fendi were a hot commodity worldwide, but a few years later, they dropped entirely off the fashion radar. Now, thanks to Popmart’s collaboration with artist Kasing Lung, viral Labubus have sparked a global bag charm frenzy all over again. 

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Nearly every fashion brand, from Miu Miu with its chic ‘trick’ charms to Loewe with its avant-garde leather animals, is producing its own version of these mini style statements, as consumer demand soars. Google Trends saw searches for bag charms climb 168% in 2025 compared to last year, a powerful metric and indicator of this exploding trend. Similarly, from May 2024 to May 2025, Pinterest search interest for bag charms grew 700%, and shows no sign of slowing.

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How Bag Charms Are Driving Big Business

At JOOR, we’ve seen sales of bag charms skyrocket in 2025. When comparing H1 2025 to H1 2024, the number of brands selling bag charms has tripled, as fashion houses look to capitalize on this growing market.

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When comparing like-for-like brands on JOOR, total sales volume has skyrocketed 12x and the number of units sold has grown 17x in the first half of 2025. Retailers are buying big when it comes to this category as they try to satisfy consumers' desire for this viral accessory.

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How Brands Can Benefit From The Bag Charm Trend

Retailer demand for this category is huge, so if you are a brand that doesn’t currently stock a bag charm, now’s the time to fast track product development. For those that already offer bag accessories, it’s important to feature them prominently in your virtual fashion showroom so buyers can easily identify and shop them.

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This category focus should also inform your ecommerce strategy when targeting consumers. Including bag charms as a drop-down category on your website menu navigation will help drive sales as shoppers frantically search online for the next must-have collectible.

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How Retailers Can Benefit From The Bag Charm Trend

Retailers looking to maximize their bag charm opportunity should, of course, be adding more of the mini accessories to their assortment, and in particular, looking to identify where brands have available stock ready to ship. Alongside this, it’s also advisable to make bag charms a featured part of your in-store experience.

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Balenciaga’s Charms Bar gives customers the chance to create their own bag charm look in store, creating a viral moment, and many retailers can create similar events to increase footfall and drive sales. These pop-ups are also a personalization upsell opportunity. Offering engraving or monogramming further plays into consumers’ desire for customized personal style. 

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In Conclusion

The bag charm trend is a golden commercial opportunity, and there are several ways to capitalize on this rapidly growing category. 

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JOOR is home to more than 14,000 discerning brands and 675,000 curated fashion buyers across 150 countries and is the platform where the fashion industry buys and sells the latest trends. Request a demo today.

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