The Dayton-based jeweler, which has been in business since 1985, was formerly known as Stafford Jewelers.
Zoe Chicco Launches Online Charm Builder
In time for Mother’s Day, customers can create personalized trinkets for themselves or loved ones.

Los Angeles—Zoe Chicco has long been a purveyor of charms and sentimental jewelry, and now she’s taking the concept of personalized trinkets to another level just in time for Mother’s Day.
This month, the Los Angeles-based designer, who manufacturers her array of easy-to-wear, everyday jewels entirely at her in-house facility downtown, launched an online charm builder.
“With hundreds of charms to choose from, it made sense to create a charm builder feature to offer an interactive, bespoke experience that allows our clients to visualize the end result,” explained Chicco of her inspiration for creating the design-it-yourself element.
The online tool allows customers an interactive voice in the assembly of their own necklace.
They begin by selecting a chain and, from there, add various charm options, including engraved discs, birthstones and a variety of symbols, resulting in jewelry that’s uniquely them.
“I love that each charm can be interpreted in different ways and mark significant milestones in life,” she said. “The beauty of it is that as those important moments happen, you are able to continue to build and add to your story.”
The mom to a 4-year-old son, Truman, Chicco finds herself loving the personalized aspect of charm necklaces the more her family grows.
“The first charm I wore was a shield with a pave diamond ‘T’ on it for my husband’s name,” she said. “When our son was born, I added our large dog tag with his name, birthdate and the coordinates of where he was born.
“I’ve worn those every day since he was born; you can even see his teeth marks in it from when he chewed on it as a baby.”
Each charm and chain is made in 14-karat gold, with some featuring diamonds or gemstones.
Charms retail between $65-$700, depending on the size and stones.
Prior to launching the online charm builder, Chicco began hosting an array of build-your-own-charm-necklace events, starting around last Mother’s Day with an event at Southern California fashion and jewelry retailer Elyse Walker, allowing customers to design a piece on-site and walk away with it.
“I recall one of my favorite sales that day,” she said of the first event, “a mother came in and didn’t buy a necklace for herself for Mother’s day but bought three personalized charm necklaces—one for each of her
Chicco still hosts the events at her retailers, now complete with on-site engraving.
Her next events, in honor of Mother’s Day, will take place again at Elyse Walker, as well as at London Jewelers.
The Latest

Reeds Jewelers CEO Alan Zimmer will be presented with the honor at JVC’s annual luncheon.

The piece, celebrating birthdays from March 21 to April 19, debuted with Sorellina’s new line of astrological pendants.

Supplier Spotlight Sponsored by GIA

The Indian jewelry brand recently opened stores in Atlanta and Seattle.


CEO Beth Gerstein shared its most popular price points, what’s trending in non-bridal fine jewelry, and its holiday performance.

The 15 pieces were crafted from the “Insofu” emerald, discovered in Zambia in 2010.

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

Chris Anderson is joining the insurance provider as the new chief financial officer and treasurer.

Jewelers of America is distributing a brochure for retailers to use when discussing the differences between natural and lab-grown diamonds.

The industry is changing as it grapples with new realities around distribution, supply, and the need for consistent, effective marketing.

Bhansali discusses the potential impact of U.S. tariffs, demand for diamonds by market, and the “cautious confidence” in India right now.

As lab-grown diamond brands pop up across India, academics are researching how to grow demand outside of the jewelry industry.

Govind Dholakia and Tanishq will be recognized for their contributions to the industry at the Diamonds Do Good Awards in Las Vegas.

The New York City-based brand has opened its first U.K. location with a permanent shop-in-shop at Liberty in London.

A metal detectorist discovered the ring that is believed to have belonged to a bishop in the late 12th to early 13th century.

Organizers looked to new partnerships and interactive experiences to enhance the spring show, set for March 16 to 18.

Kenewendo, Botswana’s minister of minerals and energy, will discuss the future of diamonds.

The suspect allegedly stole almost $800,000 worth of diamond jewelry from a store in Orlando and then swallowed it during a traffic stop.

Ahead of the Gem Awards on Friday, Jen Cullen Williams and Duvall O’Steen share pro tips for taking the best photos.

Founded in 2000, Marco Bicego is commemorating its milestone anniversary with a “25 Best” collection and campaigns honoring its heritage.

Those attending the company’s upcoming Zoom workshop will receive early access to “The List,” its new resource for finding buyers.

The organization will present an award to Amy-Elise Signeavsky, law enforcement and diamond recovery manager at GIA.

Chandler started his jewelry career at Michelson Jewelers, joining the Diamond Council of America as president and CEO in 2001.

Scottish American designer Maeve Gillies collaborated with Platinum Guild International on jewelry created by direct metal 3D printing.

Ahead of its trade show in May, TJS awarded free registration and accommodations to five up-and-coming jewelry industry professionals.

The 2025 Gem Awards are set to take place Friday at Cipriani 42nd Street in New York City.