The boutique, which opened on September 1, 2009, was originally owned by Chatham Hellmers and Walton Creel. Hellmers owned two stores previous to Charm, Luxe which was located in Forest Park and the Five Points South hotspot Jinx. She sold Charm to Putman and Bayerle in May 2018.
The shop specializes in jewelry and accessories. Charm also offers handbags, scarves, greeting cards, select bath items, artwork, t-shirts, socks, sunglasses and a small selection of antiques.
Charms windows are known for whimsical seasonal displays such as a suspended and internally illuminated prom dress decorated to look like a Christmas tree and two ornately decorated calaveras to coincide with the Dia de los Muertos celebration at Bare Hands Gallery. Charm also serves as an artist site during the Artwalk festival.
- Pelfrey, David (September 17, 2009) "Charm to Spare: A new boutique for the eclectically inclined." Black & White
- Folse, Molly (May 16, 2008) "Local designer gives old jewelry new life." Birmingham Weekly
- Chambers, Jesse (June 25, 2018) "Works like a charm." Iron City Ink