Thomas Sabo

Thomas Sabo | For Immediate Publication | Press Information

Generation Charm Club –THOMAS SABO is revolutionising the design and look of the Charm Club Collection Lauf a. d. Pegnitz, 9 January 2018

Sophisticated, expressive and traversing all generations: With the launch of the Generation Charm Club Collection from 16February2018, THOMASSABO is reinventing the world of the Charm. The global campaign combines high fashion looks with enthusiasm for jewellery and a completely new expression of the wearer’s own personality. The Collection sparkles with around 260 restyled, high quality Charm designs in 925 Sterling silver, on trend 18k yellow gold plating and classic natural materials. Igniting a collector’s passion and untold combination options, Generation Charm Club is setting the trends for spring/summer 2018. Cool vintage stylistics, extra-large Charms, seductive single earrings as well as a wealth of different carriers, including necklaces, bracelets and hinged hoops, surprise with a completely new feeling when worn. With their different sizes and structures, the new Charms are perfectly suited to modern layering styles. Thanks to the individual mix of vintage letters and star signs, graphic forms and new symbols of love, happiness, nature and much more, powerful jewellery creations that capture personal aspects come into being.

The Charms of the “Vintage Rebel” category are a significant highlight, THOMAS SABO’s iconic Rebel at heart designs have joined the Charm Club for the first time and make eye catching Charm looks for him and her possible. Generation Charm Club now addresses all THOMAS SABO target groups.

“Combine things that are close to your heart and transcend borders – Generation Charm Club stands for the new, casual attitude towards personalising and styling favourite pieces, lucky charms and vintage symbols”, says Susanne Kölbli, Creative Director at THOMAS SABO.

“We have completely reworked and re-invented our Charm designs. By means of the new alignment of the Collection, new pricing and combination options, we would now like to reach all of our customers, above and beyond the loyal fans of the Collection. The launch will be accompanied by a comprehensive marketing concept that includes a new generation Charm Club logo and unique POS presentation”, says company founder Thomas Sabo.

From mid-February, customers will be able to choose between new types of square packaging when purchasing from the Collection. In addition to the characteristic black and white stripy look, the new, feminine jewellery caskets have a drawer in various colours elegantly representing the joie de vivre of Generation Charm Club. Vintage Rebel Charms will be presented in packaging with a black and grey stripy look and black drawer. Matching shopping bags complete this new shopping experience.

The Generation Charm Club Collection will be available in all THOMAS SABO shops and shop-in-shops, online at and from selected partners from 16 February 2018.


THOMAS SABO is one of the globally-leading jewellery, watches and beauty companies, designing, selling and distributing lifestyle products for women and men. The company established in 1984 by Thomas Sabo in Lauf an der Pegnitz, southern Germany, operates around 300 of its own shops across all five continents with a total of around 1,860 employees. At its headquarters, THOMAS SABO employs a staff of around 490. THOMAS SABO also collaborates globally with approximately 2,800 trade partners as well as leading airlines and cruise operators.

Thomas Sabo | For Immediate Publication | Press Information