Bag charms, a nostalgic trend from the early 2000s, have made a comeback at The Reject Shop, with prices starting at just £1.50. The discount retailer is offering a range of playful trinkets, from fluffy teddy bears and smiling mermaids to miniature Crocs and toy strawberries, tapping into the viral Labubu craze that has taken over social media.
The trend, which has been spotted on high-end designer catwalks from Miu Miu to Balenciaga, is now accessible to budget-conscious shoppers. The Reject Shop's collection allows customers to customise their bags, belt loops, backpacks, and even shoelaces with inexpensive charms, reflecting a shift away from 'quiet luxury' toward expressive accessorising.
Makeup enthusiast Donna Brandon-Brown shared her excitement on TikTok, saying, 'I knew this would catch on. Look at the Reject Shop, I knew this was going to happen.' She added, 'These are so cute, little butterflies. That one's coming home with me.'
The trend appeals to a wide demographic, including teens, millennials chasing Y2K nostalgia, and parents seeking a quick dopamine hit during their weekly shop. With prices lower than a morning coffee, shoppers are finding it hard to stop at just one charm.
