Build-your-own charm necklace and bracelet at Holst + Lee in South End

Holst + Lee is a pop-up jewelry store and charm bar in South End that has recently gone viral among Gen Zers on TikTok and bachelorette parties.

Why it matters: Owner Natalie Holst is based out of Charleston but she's a Charlotte native and her designs have been worn by everyone from First Lady Jill Biden to Selena Gomez and Rihanna.

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The vibe: Holst + Lee is known for its colorful and creative designs, all handmade in the Charleston flagship store.

• The Charlotte location is about 500 square feet and is packed with bracelets, necklaces, earrings, rings and other accessories.
• Its charm bar takes center stage with over 300 charms that are constantly being added.

Holst + Lee's most popular design is its magnetic bracelet spotted on First Lady Jill Biden. Photo: Laura Barrero/Axios

How it works: Choose your chain, place it in a felt box, and then go wild. I was advised to pick as many charms as I liked to start, and then remove them from my box as I started narrowing down my final design.

• After you've narrowed down which charms you want on your necklace, an employee will fasten them to the chain. You can try it on and remove any charms you don't want on the final product.
• All the chains are 18K gold-filled and range between $40 for a bracelet and $28-$75 for a necklace. All the charms are $10 unless marked otherwise.

There are more than 300 charms to choose from and more are constantly being added. Photo: Laura Barrero/Axios Photo: Laura Barrero/Axios

"Jewelry is supposed to be fun. It's an accent. It's like an expression. And it's art, so we don't take ourselves too seriously," Holst tells Axios.

Flashback: Holst founded the jewelry brand 12 years ago as a side hustle while living and working in New York City.

• "I worked in fashion during the day, and at night I was a maître d' at restaurants," she says. So, she started to create accessories that could easily transition between jobs.
• Her connection to the fashion world is what got her the "in." She recalls Rihanna's stylists once asking her to create 150 pieces for a runway show, and her foray into the fashion world was Mara Hoffman's Spring 2012 runway show.
• Years later, she moved to Charleston and opened her first storefront there.

Natalie Holst is originally from Charlotte and went to Charlotte Catholic. Photo: Courtesy of Natalie Holst

What's next: Holst + Lee's South End location started as a pop-up and will be in the neighborhood until at least January. But it's been so successful that Holst tells us she hopes to stay there permanently.

Stop by: 1930 Camden Road , next to Paddy Wax Candle Bar.

• It's open Wednesday-Thursday from 12-6pm, Fridays 12-7pm, Saturdays 11am-7pm and Sundays 12–5pm. Closed Mondays and Tuesdays.

Photo: Laura Barrero/Axios

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