"A designer image with value pricing"— We love charming charlie's fresh focus, a brilliant marketing effort that launched last month with the inauguration of a chic advertising campaign and a new store look. Nowhere was this re-branding more evident than at the grand opening of the new charming charlie in CityCentre.
And we do mean "new."
Cyrstal chandeliers blazing, showcase after showcase of yummy baubles and beads arranged by color, stacks of bling — the setting was just right for the eager shoppers who poured in, scooping up sparkling items that looked far pricier than the average $10 and $20 price tags.
In the works are plans for 50 new branches based on the stunning design of the CityCentre location.
A new color scheme of navy and white stripes, played against swaths of bright green, set off the displays of enticing accessories. This was not your original charming charlie. Think high-style. Think sophistication.
And that is exactly the point according to charming charlie founder and CEO Charlie Chanaratsopon.
"No one else is doing what we are doing," he said as the sounds of the DJ cheerfully blasted through the sparkling emporium. "We are upping the fashion quality, the design and the scale. We want to do for accessories what H&M and Forever 21 have done for clothing."
Chanaratsopon founded the company in Houston in 2004 and has grown the boutique of fabulous interpretations of high-priced goods into a nationwide business with more than 230 stores. In the works are plans for 50 new branches based on the stunning design of the CityCentre location.
That fresh look, created by interior designer Blair Gordon, who last year relocated from New York to Houston, will serve as inspiration for the stores to come. The sophisticated design should make even the most monied shopper feel comfortable.
Beyond the must-have costume jewelry, charming charlie is upping its line of handbags and clothing giving shoppers more reasons than one to check out the new store.
As part of a community involvement effort, the company has forged a partnership with Houston Ballet, providing thousands of dollars a year in merchandise for ballet costuming.
Houston Ballet's wardrobe manager Laura Lynch selects the jewelry pieces that are dismantled and used in headpieces, rings and decorative patterns on tutus. (And anyone who knows charming charlie knows that even $1,000 would pay for a boatload of those baubles and beads.)
The store opening served as a fundraiser for Houston Ballet.