Meet Maggie: The Creative Mind Behind Licensed To Charm Jewellery

Licensed To Charm was established in 2018 by founder Maggie Calmels. From the beginning, her vision was clear: to create unique jewellery collections in collaboration with some of the world’s most beloved brands. Today, our handmade sterling silver charms, necklaces, and bracelets are cherished by fans and collectors worldwide.

In this interview, Maggie shares her background, inspirations, and love for licensed brands and jewellery.

1. What inspired you to create Licensed To Charm?

My fascination with jewellery started with my first charm bracelet as a child. Each charm was a gift to mark a special moment — from a tiny Piscean fish to a little Scottie dog. Licensed To Charm is my way of recreating that magic: miniature keepsakes that hold meaning, connect to favourite characters, and make people smile.

2. Do you have a favourite collection?

I’d have to say Watership Down. I loved the original book, and the recent film reawakened those characters and their countryside world. Our charm collection captures that same beauty.

3. Can you give us a sneak peek of what’s coming?

I’m excited about our upcoming Sindy collection, launching alongside new collector dolls. Sindy was my doll of choice as a child, so it feels like a full-circle moment.

4. What did you do before starting Licensed To Charm?

Most of my career was in publishing as an Editorial and Creative Director. I had the privilege of developing products based on characters like The Hobbit, Lord of the Rings, Marvel Heroes, and Disney.

5. What are your hobbies and passions?

I love anything creative — nature, gardening, birds, animals. Right now I’m building a self-seeding gravel garden and a wildlife meadow. And dogs! I’m getting a puppy soon and already dreaming of a dog-themed jewellery range.

6. Why handmade jewellery?

Handmade jewellery is a small work of art. Even when a design is repeated, every finished piece has its own unique feel. Handmade pieces carry a warmth and individuality that machine-made jewellery can’t match.

7. Which dream collaborations are on your list?

I’d love to bring more iconic dogs to life — Snoopy, Snowy, Gnasher, and of course Gromit — to create a “Top Dog” charm range.

8. Who or what inspires you?

I’m always inspired by exhibitions at the Tate and V&A. The Mary Quant exhibition at the V&A, for example, really sparked ideas for our Sindy collection.

9. Where is the jewellery made?

Every Licensed To Charm piece is proudly made in the UK. We work with specialist makers in Hatton Garden, Birmingham’s Jewellery Quarter, and Scotland, using traditional techniques like moulding, casting, engraving, and hand-finishing. Each piece is then assembled and packaged in our Battersea workshop.

10. Anything else to share?

Licensed To Charm is about creating jewellery keepsakes that evoke memories and spark joy. Our charms can be worn in many ways — not just on a traditional charm bracelet — and as our range grows, so will the ways you can wear and enjoy them.

With love,
Emma x