Charlie’s accessories brand charms the Philippines

Jewelry and accessory company Chief Executive Charlie Chanaratsopon was recently in the country to visit his first store in Southeast Asia. During his stay, he expressed delight at the current performance of the “smallest” Charming Charlie boutique here in the country.

Charming Charlie founder and chief executive Charlie Chanaratsopon visits the Philippines for the first time to check out his first branch here in the country

Charming Charlie is an affordable jewelry and accessory company founded by Chanaratsopon in Houston, Texas in 2014. Armed with business acumen and background from his family’s sterling silver jewelry business, he, at 26, launched this retail concept that catered to women who love accessories. 

More than a decade since, Chanaratsopon’s namesake brand has 370 stores across the United States, Canada, Middle East and the Philippines—at Central Square in Bonifacio High Street Central, Taguig City. 

The Philippine branch opened in December last year, and the young CEO is seeing bigger room for growth for the store. 

“We’re currently at (sic) the early stages and we’re continuing to learn and evolve and adapt,” Chanaratsopon said in an interview. “The store here is the smallest store we have in the chain and we’re learning to execute that [format] better.”

Charming Charlie at Central Square occupies only about 150 square meters, a far cry from the typical Charming Charlie stores in the US, which are at least four times bigger. 

Chanaratsopon said, however, that they’re focusing on “evolving the assortment to make it bigger and better” to cater to Filipinos’ love for trendy accessories.  

Charming Charlie brings to the country a variety of merchandise that includes accessories, watches, handbags, scarves and sunglasses. In the Central Square boutique, as in other stores overseas, the products are grouped together in colors to provide easier and more cohesive shopping experience. 

According to Chanaratsopon, the success of the brand lies on their four pillars: color, variety, unrivaled value, and fun. 

“First of all, we believe we are the most colorful jewelry and accessory brand in the world. The variety of our products is wide, considering that we produce about 34 million units of jewelry alone in a year,” shared Chanaratsopon.

As for “unrivaled value,” he said, “We’re not the cheapest, but for the price that you pay, you get a lot of quality work into it.” He continued, “We’re not serious, we’re fun. Why? Because we want to be a happy place, a guilt-free shopping experience for women.”

Charming Charlie Fall 2016 collection takes cue from nature’s color palette that includes burnt orange, wine and olive

Guilt-free it is, as prices of the items in store range from P200.00 to P2000.00—accessories, watches and handbags included. 

In general, Chanaratsopon described Charming Charlie as a color brand. 

“But it’s interesting how people frequently describe us … that we are a candy store for grownup women. Our customers say Charming Charlie is the place that makes them happy and it adds color to their already colorful life,” Chanaratsopon said with pride. 

Chanaratsopon revealed that they are opening a second branch at Glorietta Mall in Makati in September. Moreover, they are also planning, together with their local partner SSI, to open 10 Charming Charlie stores in the Philippines “over time.”

Visit or Charming Charlie PH on Facebook for more information and updates.

Topics: Charming Charlie
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