Inside a Brooklyn store with TikTok buzz, a waitlist, and tiny MetroCard charms

Some New Yorkers are waiting for hours on weekends for a chance to buy charm bracelets or necklaces at Brooklyn Charm, a tiny store in Greenpoint, Brooklyn.

Part of the store’s appeal is its “infinite” charm selection, said Ruby Westfall, the store’s greeter. There are shapes, fruits, desserts, letters and animals. There are green jade gemstones, a Pikachu charm, chip bag charms, booze bottle totems, and even a tiny MetroCard.

A “Hello Kitty” or MetroCard charm sells for $6, whereas a gold or silver heart-shaped charm goes for $15.

Affordable prices and — as has been the case with so many recent New York City trends — TikTok videos have fueled the store’s popularity.

In videos about Brooklyn Charm, people show off their creations and offer tips on how to best prepare for a store visit. (Most users stressed the importance of arriving at least a half hour before the store opens.) There are even videos directing people to other stores with shorter wait times. (Some recommend BeadKraft in Midtown.)

The Greenpoint space, which opened last summer, is one of four Charm locations between New York and California, according to the store’s website.

It’s Charm’s second go-around in Brooklyn — its previous location in the borough closed in August 2020 following a 10-year run.

Here’s how it works: Customers can get a bracelet, necklace or even an anklet customized with tiny charms they choose. Necklaces can either be fixed, meaning the charms are stationary on the chain and spread out evenly, or in a cluster, meaning that each charm is in the center of the chain.

An item’s final price depends on the metal used, its length and the number of charms.

The store’s popularity is also driven by the trend of younger people, particularly members of Gen Z, seeking to express their individuality, according to several fashion and accessories experts interviewed.