About Us

A charm from that holiday. A bracelet for that milestone. This is jewellery that means the most to you.

Take yourself back to the people, places, seasons and achievements that make you who you are.
Permella is where your memories and milestones are kept as custom jewellery.

An island brand, born to commemorate experiences.

Born on the island of Tenerife, Permella has become holidaymakers’ favourite take-home memory. Our stores have not only been the place to commemorate experiences; they have become an experience in itself. Taking a holiday morning to browse charms and build jewellery will always remind you of that island day.

When our customers returned home, they wanted more. Not only to mark their holiday in Tenerife, but to mark milestones and memories in their life: seasons, people, places, achievements, the pieces of their story that make them who they are. Our online experience opened in 2026, when our charm collecting and bracelet-building experience went global.

SHOP OUR CHARMS

Charms found only at Permella. But never seen the same way.

You’ve never seen anything like Permella before. That’s by design. Our charms are original and exclusive to us, created in-house by our founder and her design team. They’re brought to life through a hands-on partnership with our factory, where we work together on production to maintain high quality standards, develop our designs, and continuously refine our collections. This close relationship gives us control over the craftsmanship of every piece.

Next, our charms are built into custom bracelets and sent around the world. Every Permella piece looks vastly different, as they’re uniquely brought to life by the one who wears it. No two people have the same charm collection. No two bracelets have been built the same. How they’re worn is determined by you.

BUILD A BRACELET

Build premium and personal jewellery at the Charm Bar.

We built our jewellery for everyday wear and to be packed for every holiday. That means it has to be water-resistant, tarnish-resistant, and designed to last. Our Charm Bar jewellery is crafted from premium 316L stainless steel, one of the highest-quality grades of stainless steel used in jewellery. It is exceptionally durable, so your Permella bracelets can come with you everywhere.

You can shop by charm, build a collection, and edit your jewellery yourself. Or you can get the Charm Bar experience, where bracelets are custom built with the charms and placements you choose. Both options are available online and in-store at our Tenerife destinations.

Make it your own. Make it mean the most.

STORE LOCATIONS