Celebrate everything that makes you, you. Create your own Story Chain® Necklace online, or book a consultation in an A&M store with our expert jeweller. Choose meaningful charms to mark every moment of your story.


Your Story, your stack®

Whether you’re celebrating a memory, a person, a pet, a place or a personal goal, add gemstone 9k solid gold charms to your Story Chain to mark the moments that mean the most to you.

The Charms

Gemstone Charms

Zodiac Charms

Initial charms

Motif Charms

How it works

Step one

Start your story

Start your Story Chain® on our visual online builder, or book a Consultation in an A&M store for a one-on-one appointment with a jeweller. As this is a personalised service, you’ll receive your Story Chain after four weeks with a £30 service charge.

Step two

Meet the chains

Choose from four of our iconic 9k gold welded necklace chains, now available in three different necklace lengths to be the base of your Story Chain.

Step three


Add charms to mark the moments of your story. Our in-house jeweller will attach your charms by hand with your chosen placement. We’ll then send your Story Chain to your chosen address within four weeks with a £30 service charge. Or, you can choose a £50 service charge for a two week express delivery if you need it sooner!

Your Story, Your Stack®

In-Store Consultations

Book a Story Chain® Consultation at your chosen A&M store, and our expert jeweller will create a piece just for you. We’ll sit down and talk through our chains, and help you decide on the charms and their placement. After the appointment we’ll create your piece, and deliver it to you within four weeks.


As this is a bespoke service where our jeweller creates each necklace individually, there’s a £30 service charge for Story Chains (on top of the cost of your chosen chains and charms).

Once you’ve designed your piece online or in-store, you’ll receive your Story Chain within four weeks with a £30 service charge. Or, you can choose a £50 service charge for two week express delivery, if you need it sooner!

You can add up to 12 charms to a 40cm length Story Chain Necklace, and up to 15 charms to a 45cm-50cm length Necklace. Discover our meaningful designs here.

Sadly you can’t add any extra charms to your Story Chain because of the placement of the charms. But, our Story Chain charms are available in our Welding Studios, so you could add the charms to any of our welded bracelets (or, start a new Story Chain!).

Our Story Chains are completely unique to you, and are created to your own personal design, so they aren't returnable for an exchange or refund. We do have a one year warranty on all of our jewellery, so please reach out to our Customer Care Team if you have any problems with your necklace.

So we’ll have enough time to decide your chosen chain, charms, and placement, our appointments are 40 minutes to help you create your perfect Story Chain®.

You can book a Story Chain Consultation at any A&M store. We’ll have a one-on-one appointment with you to design your bespoke piece.

No, can visit any store and we'll be able to help you design your Story Chain® and order it for you. But, with a consultation you'll receive a one-on-one 40 minute appointment with a jeweller. For a more in-depth conversation about chains and charms, we recommend booking a consultation.