Charming Charlie 

Charming Charlie is a major North American retailer of women’s jewellery and accessories. They needed an Asset Bank to help them manage and share their growing catalogue of samples with their design and production teams.

Charming Charlie Digital Asset Management

Charming Charlie has over 350 stores across the US, Canada and the Middle East, including their flagship New York store which opened in June 2015.


Head office

Texas, United States 


A vast number of assets

Charming Charlie had around 25,145 assets when they first onboarded with us. This number just increases every day.


Core teams using Asset Bank

Production and design departments 


When Charming Charlie approached Asset Bank, they had a rapidly growing portfolio of samples - they were already at 10,000.

the challenge 

Centralising digital assets into a single area for reuse

Retail digital asset management
the challenge 

Samples, and images of these samples, have a vital role in e-commerce as well as marketing, PR and Social Media.

These images are also used to compare what was originally purchased from a vendor. So, Charming Charlie were keen to explore how Digital Asset Management could be used to create one central sample management system, enabling their designers and production team to quickly search and find samples by attributes such as vendor name, style, and colour.

How Asset Bank helped

During the pre-sales stage, we were happy to set up Charming Charlie with a free trial of Asset Bank. Their use case was quite unique for a DAM system so it was important for both them and us to make sure Asset Bank could do the job. Their trial was branded using their identity so the team could imagine what their final system - called the Samples Catalogue - would look like. We also set up the trial and metadata fields to match Charming Charlie’s specific needs so they could be sure it would work as required.

The trial went smoothly and we were delighted when Charming Charlie chose Asset Bank as their DAM system. Even better, because the trial has been configured to suit their needs, and a lot of questions and configuration options had already been addressed, we were able to save a bucket load of time during the install phase as we could seamlessly migrate their trial Asset Bank into their final Samples Catalogue.

As the company is going through a phase of rapid growth, we recommended that we hosted their Asset Bank in the cloud. This allows them to scale up easily in the future.

The results

Charming Charlie’s Samples Catalogue has been live for a few years now and has thousands of assets that the design and production teams can access with ease. No longer do they need to send large files via email or store images onto shared drives. This means they save time and everyone is on the same page.

dena arevalo, sample coordination manager

“I've really enjoyed the service level and product. Asset Bank was originally used to capture samples coming into our corporate office, but after calls with the Asset Bank team, they've helped us enhance the product even more. We're now extending use of our Samples Catalogue to our vendor base, getting them to upload photos prior to sending samples, giving our cross-functional partners more visibility on products we have in house.”

DAM Charming Charlie

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