How Taylor Swift started a friendship bracelet phenomenon

What are Swiftie bracelets?

I’ve really enjoyed watching the experience Taylor Swift has created around Friendship Bracelets. The trend was inspired by a lyric on Swift’s 2022 album Midnights. “So make the friendship bracelets, take the moment and taste it,” Swift sang in “You’re On Your Own, Kid.” Fans took her seriously and started making bracelets spelling out words, lyrics, album titles, phrases and memes. They made extras and started trading them. It became a thing!

The friendship bracelet symbolizes a link to community

The week before Swift’s recent LA concert, my 20-year-old niece Gavi and a friend spent hours threading plastic beaded bracelets to bring to the concert and trade with fellow Swifties. It’s the first time Gavi got really into jewelry, and as a designer, of course I think that’s a good thing~ She posted pictures of her wrists stacked with her loot, feeling confident and connected; part of a community.

I love that over time these bracelets will trigger great memories and sentimental attachments...even as her tastes evolve and grow, and she discovers new ways to bridge the gap between youth and adulthood.

Our Sophisticated Swiftie Charm Bracelet

Inspired by Taylor Swift’s friendship bracelets, our Sophisticated Swiftie allows you to commission a truly one-of-a-kind charm bracelet inspired by your life!

Comes with 9 charms & chain bracelet.

Swifties put a spotlight on custom charm bracelets

I was struck by how similar this phenomenon is to the more grown-up version we offer with our custom charm bracelets. Of course, instead of white plastic letter beads we use quality metals, crystals, enamels, etc... And rather than a DIY project, customers are commissioning a bespoke bracelet from me, counting on our extensive archive of charms and years of experience in the business. Still, the sentiment is similar. The bracelets capture a moment in time. They communicate to others the things you love. They tell your story. They are exchanged as gifts between family and close friends. Over time they grow more nostalgic