Louise Kelly said it was the “best decision” she could’ve made
Louise Kelly has been building The Charm Gal brand for nearly half a decade now(Image: The Charm Gal)
A woman has said she is living her “dream” after taking “the plunge” by rebranding her business. Louise Kelly, originally from Kirkby, is better known on Instagram and TikTok as The Charm Gal.
The 30-year-old specialises in permanent jewellery and helps people across the region “elevate their game” from the comfort of her eccentric space in the heart of the Baltic Triangle. However, the company hasn’t always been what it is known as today by so many with pink cowboy hats and purple disco balls galore.
The brand started in 2021, with Louise, specialising in personalised beaded accessories and phone charms. Back then, the brand’s signature style was beige and neutrals. Louise recalled how “everyone went nuts” for it, especially those who made the annual trek to Worthy Farm for Glastonbury.
The shift came two years later when Louise wanted to inject more of her bohemian personality into the brand. Louise, who now lives in Halewood, said this decision helped her gain the loyal following she has across social media today.
Louise Kelly is one of many independent businesses found under the one roof at Red Brick Market(Image: Colin Lane)
The entrepreneur told the ECHO: “I had more time on my hands during lockdown, so I wanted to do something creative alongside my office job. It began on Instagram, and it took off from there really quickly with orders and so I made a website.
“I kept noticing and seeing people doing permanent jewellery. But it was only in the bigger cities like London and Manchester, and I just thought ‘oh I’d like to do that here in Liverpool’. It felt like a better path for me and Charm Gal, and it was a trend I wanted to jump on.
“It fitted in well with what I was already doing. The rebrand to permanent jewellery was huge in growth and our online presence. It was the best decision I could’ve made for me, really.”
The Charm Gal offers a range of options, including stainless steel, sterling silver, solid gold, and resin memorial jewellery (Image: Colin Lane)
After completing the appropriate training, Louise quickly realised she needed a training space to cope with demand. That is how she found the space that she still calls home to this day.
She said: “I was looking around, and when Red Brick Market came up, it seemed like the perfect fit. It has high footfall and fits with me – it is a little bit different from the usual. It’s cool and quirky, and that is what Charm Gal is.
“I’m willing to jump and adapt with the brand, but the hype around permanent jewellery has died down. Now, more people tend to want the experience or a sentimental piece. We have lots of customers who get birthstones, have just become parents or memorial jewellery with ashes.”
Louise Kelly said once she moved into the Red Brick Market with The Charm Gal “it has been onwards and upwards ever since”(Image: Colin Lane)
This year has seen The Charm Gal venture to the likes of Dog Fest, Daresbury Festival and Could be Real Festival. Next up in the calendar is the Foodies Festival in Edinburgh and Southport’s Flower Show.
Here, Louise, who also acts as a supplier for various UK brands, offers festival-goers the chance to leave the event with a constant reminder of the time they had. Those interested can choose from the likes of anklets, bracelets, necklaces and rings made out of 925 sterling silver, 14ct gold filled, or 9ct solid gold.
Louise Kelly takes The Charm Gal clients through appointments made online on the brand’s website and Instagram(Image: The Charm Gal)
She said: “It’s the dream, really. I’ve always been a festival girl, so to go and work at the same time, doing it altogether, is amazing. It’s so good.
“It is way more than just jewellery; it’s an experience with loved ones, a celebration of connections, a symbol of love, friendship, or self-expression that stays with you.
“Once fitted, it becomes a part of you, a cool girl statement that radiates style.” The Charm Gal takes appointments through their website, which you can see here or on Instagram under the same name.