Meet Maggie, founder and creator of Licensed To Charm

Meet Maggie, founder and creator of Licensed To Charm

Meet Maggie, founder and creator of Licensed To Charm

Licensed To Charm was established in 2018 by the founder, Maggie Calmels. The brand Licensed to Charm creates unique licensed jewellery collections, in collaboration with many of the world’s favourite brands. Our unique collections include charms, necklaces, and bracelets - lovingly created with great attention to detail with only the highest levels of craftsmanship. In this blog post, Maggie gives insight into her background and her love of licensed brands and jewellery. 


Maggie Calmels



1. What made you want to create Licensed To Charm?

My childhood fascination with jewellery began with my first charm bracelet. Charms were treats gifted on special occasions, with motifs representing  favourite and significant things in my life: my tiny piscean fish, a little scottie dog, a pretty handbag. Through Licensed to Charm I wanted to recreate the magic of collecting beautiful miniature keepsakes of characters and objects with special meaning.


Maggie's Charm Bracelet


2. Do you have a favourite collection, if so what is it and why?

My favourite collection so far is Watership Down. I remember the characters from the original book, which I loved, and the recent film brought them and their beautiful countryside environment vividly to life. I think our charm collection does too.


3. Are you working on anything coming soon you can tease?

As a child Sindy was my doll of choice. I’m looking forward to a new collection launching in 2020 alongside the release of new collector dolls based on the original range


4. What was it you did before starting Licensed To Charm?

I’ve spent most of my working life in the publishing industry as an Editorial and Creative Director. I’ve had the privilege to develop products involving  many of my favourite characters and brands, from the Hobbit and Lord of the Rings, Marvel Heroes and Disney.


5. Do you have any interesting hobbies or interests?

I’m an arty crafty person with a particular passion for nature, gardening, birds and animals. At the moment I’m creating a self-seeding gravel garden and a wildlife meadow area. I’m also mad about dogs. I’m getting a new puppy this year and I’m already planning a  dog themed jewellery range.


6. What do you like most about handmade jewellery?

Each piece of handmade jewellery is a small work of art, made  with care by people with both talent and skill.The process of hand making means that  although a design can be accurately repeated each finished piece is subtly different. Handmade jewellery also always feels nice to handle.


Watership Down Charm Collection


7. What brands would you love to create collections with one day?

I’m hoping to re-create all my favourite animal characters, especially dogs – so Snoopy and Snowy (Milou) can sit alongside Gnasher and Gromit in a ‘Top Dog’ charm selection.


8. Do you have any exhibitions, galleries or artists that inspire you right now?

I’m a regular visitor to both theTate Gallery and the V&A which is a great source of inspiration for jewellery. The Mary Quant exhibition at the V&A was great for getting into the mood for Sindy.


9. Where is the jewellery made? 

Licensed to Charm jewellery is all created in the UK. Each piece starts with a design, commissioned either from a 3D sculptor or a wax carver. Small companies in London’s Hatton Garden, the Birmingham jewellery quarter and Scotland make moulds, and cast pieces, laser etch and engrave designs on to silver sheet and supply other components,. The final pieces are assembled, finished and packaged at our Battersea workshop.


Licensed to Charm Jewellery Collection


Anything else you want to share?

The aim of Licensed to Charm is to create beautiful keepsakes that evoke memories and make you smile. The charms can be worn in lots of different ways- not just on the traditional charm bracelet of my childhood, and we plan to introduce many new ideas for this as our jewellery range grows.