SoCharm - Our Story

The history of the So Charm brand began in 1999 with the vocation of highlighting, enhancing and magnifying the femininity, elegance and beauty of women.

The timeless aesthetics of shapes and the universal themes addressed in our collections are part of our brand DNA. We draw inspiration for our jewelry and our watches from the wonders of this world - nature, the plant universe, the animal world and the varied geometric shapes that surround us. All these inexhaustible themes are used and magnified to infinity thanks to the inexhaustible creativity of our designers.

We always think of the woman who will wear our jewelry when we develop our collections and want them all to have as much fun wearing them as we had to imagine them. Our brand is distinguished by its ability to always want to imagine jewelry for today and tomorrow and allow women to transform their look to infinity.

Always beautiful and elegant with So Charm.