Welcome to the Club: Say Hello to Charming Sneaks

A conversation between Eleanor Thacher, the founder of Charming Sneaks, and Brand Assembly-

What inspired you to start your brand, was there a moment that made you say, this is it—I have to do this?
The idea of Charming Sneaks came to me when I realized there wasn't anything quite like it on the market. This was back in 2022, before sneaker charms had really taken off. It started to feel real and exciting once I got into the nitty gritty of production like finding a manufacturer, creating CAD files, selecting materials, etc. The 'I have to do this' moment probably came when the final samples arrived. The 2-year long idea was finally tangible, which was a pretty surreal feeling.

How did you get into the fashion industry?
When I moved to New York, I was lucky enough to join a major fashion brand as they were starting to build out their marketing team. Since then, I’ve seen first-hand how a business operates. The exposure to the design and production process is what really pushed me to believe I could create something of my own.

What are the core values of Charming Sneaks?
We’re all about creative expression and fun. I think there's something really special about the small, playful ways we show off our personality, and our sneaker charms do just that. I wanted to create a product that made people smile the second they saw it.

What's the most unexpected place you’ve found inspiration for your brand?
Living in NYC. There’s so much personality and style happening around you all the time so it’s a constant source of ideas.

What’s one piece from your collection that buyers must check out at the show?
Definitely the heart charms. Our letter charms are the go-to for personalization, but the hearts really became a fast favorite. They’re super giftable and add that extra bit of cute.

When you're not building Charming Sneaks, where might we find you?
Probably walking way too far for a sample sale.

RSVP HERE to shop Charming Sneaks and more at the Brand Assembly Show,
Los Angeles / June 16 - 18. We can't wait to see you there!