Thomas Sabo launches ‘As We Kiss’ Valentine’s Day collection

Thomas Sabo Charm Club has launched its new As We Kiss collection for Valentine’s Day 2024.

According to Thomas Sabo, the charm designs from the As We Kiss collection combine a “dash of humour with romance”.

The charms feature symbols such as a pout, roses, hearts, intertwined rings, declarations of love on some, such as “Kiss Me” or “Be Mine”.

Meanwhile, macaroons and croissants, as well as a new selection of City Charms, are inspired by Paris, the city of love.

The charms are hand-painted with enamel in pink and red tones and attached to necklaces and bracelets with red beads.

The “symbolism” of the collection is depicted by four individual couples from the Charm Club community. These couples were cast in advance via an international competition run in Thomas Sabo stores and on social media.

The jewellery brand once again worked with the aspiring photographer and video director Stephie Braun as well as her creative partner Mike Kipper.

The two were responsible for the shoot and focused on the moment of a kiss with “emotional” images.

The new As We Kiss designs are available in Thomas Sabo stores worldwide, in the online shop as well as at selected jewellers and retail partners.

New City Charms, inspired by the city of Paris, are a continuation of the theme of the As We Kiss collection and are also available in stores in France as well as worldwide in the online shop.

Thomas Sabo said: “These charms are reminders of the feeling of falling in love and that first kiss. The Thomas Sabo Valentine’s Day campaign will fit in with the internationally oriented marketing campaigns around the Charmista concept from the Charm Club.

“This will include a number of different events, pop-up stores and customer activations and will bring the collection together with the community in the process.”