Our History
THE STACY STORY - AN EPIC SAGA
We open on a young leatherworking artist about to begin his education at the University of New Mexico after moving to Albuquerque in 1972 - his name? Steven Stacy.
A natural affinity for artistic handwork and a thirst for learning brought Steven to a local silver-smithing course that took place at Highland High School on weeknights. And thus, the first dreams of Charm Factory were forged.
He quickly took to jewelry design with both ability and enthusiasm, and it was not long before he found his first customers for his designs in Laguna Beach, CA.
One fateful day, a local shop owner, enchanted by his creations, declared she “would buy anything” he made. With these words ringing in his ears, Steven continued to design and craft his wares, moving ever nearer his destiny.
The demand for Steven’s work was growing, so he created Sundancer Jewelry Company, birthed in the same place as many great empires: a garage. Here the company remained for the first year.
The year was 1974 when Sundancer Jewelry Company ventured forth into their first real office and opened a showroom at 4414 Central Ave. They served wholesalers as they traveled through the Land of Enchantment in search of jewelry.
Times grew dark when the silver and turquoise trends that had swept America in the 70s fell away by the early 80s, and many local businesses like Sundancer perished. Steven remained undaunted. He searched, determined to find a new way to be marketable until he discovered an outlet while traveling in Europe.
While the American market was oversaturated with southwestern jewelry styles, Europe was still largely untapped. In 1979, Steven charged ahead, cultivating a new clientele overseas, and decided to maintain two headquarters: Albuquerque for creation and manufacturing and Paris for sales and business communications.
He set up camp in Paris until 1986, where he sourced hundreds of new clients - several of whom we still serve to this day.
In 1987, Steven returned to his home soil in the states and staked a claim on a corner of Albuquerque, a building that our team still calls home.
The years passed into the 1990s. Sundancer Jewelry continued marketing at trade shows and specialized in animal charms and liquid silver.
Steven formed an alliance with the World Wildlife Fund, crafting fetish necklaces that included handmade charms of endangered species.
Sundancer Jewelry Co. would make a significant donation to the organization, and they continued to support the cause with new jewelry styles for several years.
THE ORIGIN OF CHARM FACTORY
The line of endangered species charms had brought Sundancer great popularity. With the rise of the public internet in the late 1990s, Steven foresaw two more untapped markets - charms and the internet as a means of selling them.
Now was the time to be bold! And Steven took a risk many other jewelry businesses would not take for years - converting the old school catalog style of business to digital and selling products directly online with a website.
Here, first life was breathed into Charm Factory, a company that specialized in selling charms and findings. Over the years, the charm lines have expanded and now boast 4000 unique charms to represent a variety of purposes, causes, and interests.
Charm Factory, as it was known, became an internet haven for independent beading artists.
In 2010, Charm Factory took up a mission in response to multiple inquiries that they design a method for customers to make traditional charm bracelets through the website. The “Build A Bracelet” page was then unveiled to the world, a simple interactive tool that allows anyone to choose a chain and fill it with unique charms for a special someone.
CHARM FACTORY REIMAGINED
As of 2022, Steven has been in the jewelry business for 50 years! Taking up the mantle as the heir apparent, Aubrey stepped in to carry on the family legacy at the beginning of 2021.
Under her keen direction, fearless leadership, and the aid of her (very) clever creative team Charm Factory has been revived and reimagined.
Charm Factory’s legacy continues. Find ethical and affordable personalized jewelry, wholesale programs for quirky shop owners, and collaborative casting for small and large artists alike.
