A First Peek @ Jane The Brand’s Statement Bag Charms (Win!)

Born from a shared love for bold statements, Jane The Brand transforms bag charms into miniature works of art. Each piece embodies elegance and edge, inviting wearers to celebrate their style journey and express their unique personality with confidence. We chatted with co-founder Jane McFadden to learn more. —Noa Nichol

What inspired you to start a business centered around bag charms, and how did you come up with your designs? 

We were inspired by the eye-catching, layered accessories seen on the runway this year—those captivating, ‘messy’ arrangements of charms, pendants, and textures dangling from handbags. Our goal was to make that look accessible for everyday style, creating pieces that allow anyone to achieve an effortless cascade of charms. Each of our designs combines texture, shape, depth, and theme, with charm bundles named after iconic characters. Each bundle includes three individual charms, letting you create the ‘Birkin Effect’ by adorning your bag with chains and charms that suit your personal look.

How do you see bag charms as a way for people to express their personal style?

Bag charms are a blank canvas for self-expression—there’s no right or wrong way to style them. Pick your favorite charms, scarves, or trinkets and add them to any bag to create a look that’s uniquely yours. Whether it’s a bold faux-fur pom-pom, an elegant pearl bow, or a playful chunky Eiffel Tower, each charm tells a part of your story. Find a charm that makes you happy, and let it become a personal statement that speaks to who you are.

What materials and design elements do you use to make your charms stand out?

Our charms are crafted with both style and practicality in mind. We use secure, stylish clips and chains, making it easy to attach and swap charms between bags, no matter the handle size. Each bundle is designed to layer harmoniously, allowing for unique, personalized combinations. Thoughtfully selected textures, lengths, and materials—such as fruit motifs, pom-poms, box chains, plush elements, and mini ‘Birkins’—add depth and character to each set. We use durable, luxe materials like metal alloys and enamel, and our signature chains come in both single and double styles, giving each charm a substantial, high-quality feel that’s built to last and stand out.

Can you share some of your favourite ways to style a bag charm for different occasions?

We’ve been having so much fun styling our charms, from bold, layered looks to minimalistic touches using just our signature chain. For an everyday look, we love a single, eye-catching charm with a playful element—think tassels, pom-poms, or an enamel charm like a classic cherry. For a night out, we recommend charms with luxurious touches, like gemstones, pearls, or metallic accents, for a hint of sparkle and sophistication. Styling bag charms for different occasions is all about choosing pieces that fit the mood and using thoughtful placement to create a look that complements the event

What trends in accessories are you most excited about, and how do your bag charms fit into them?

I’m most excited about accessories that bring an unexpected blend of edge and elegance to any outfit. One trend we love is the micro bag charm—it’s both functional and stylish, and we’ve added six unique options to our line. We’re also thrilled about the rise of shoe charms, so we created six playful styles, each pack featuring one pin and three embellishments for a fun, customizable look. Looking ahead to spring, we’re introducing embellished gloves that add a fabulous, unexpected twist to any ensemble.

Win! 1 of 3 Jane the Brand Charm Packs!

Congrats Sara W. of Winnipeg, MB, Nathalie C. of Guelph, ON, and Anna N. of Vancouver, BC, who will each receive a Jane the Brand Charm Pack of their choice! Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadailymedia. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding.