Chamilia Jewellery was the brainchild of Americans Killian Reider and Jeff Julkowski who first launched the brand in 2002, in Minneapolis, USA where the company still has its headquarters. They started the brand with a small range of hand crafted beads made from silver, Swarovski crystals, 14K Gold and Murano glass. The name Chamilia drew its influence from the chameleon reptile which changes its colour by mood, with the inference that owners of Chamilia jewellery can change their mood, appearance and mark special occasions by changing the beads on their bracelets.
Chamilia's range of jewellery is split into 3 main ranges, Chamilia beads, Chamilia bracelets and Chamilia necklaces. Since they were first handcrafted in 2002, the range of beads is now over 500+ and this number grows on a weekly basis. The beads are split into several themes to simplify their range and these include alphabet beads, animal beads, romance beads and spiritual beads. Chamilia also has an exclusivity deal with Disney for beads and produces a range including Minnie Mouse, Mickey Mouse and characters from Winnie the Pooh. They also have a tie in with the "Give Back" foundation which donates revenue to charities that deal with Autism, poverty and world peace.
To compliment the beads they produce a range of bracelets in silver, gold, and leather in different lengths with the leather bracelets available in a variety of colours. At present the necklace range is quite small with only 3 styles available but expect this to be expanded over the coming months.
Although Pandora is the market leader currently in charm bracelets, Chamilia are making large inroads into their market share as they increase their distribution network and retailer list.
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