Personalized Leather Charms for Sam Edelman
For two activations at Macy’s Herald Square and Roosevelt Field mall, we transformed Sam Edelman’s recycled leather into horse-inspired charms. Guests chose a design, then made it their own with live initials embossing, a choice of gold or silver hardware, and a coordinating or contrasting cord.
The experience brought together custom leatherwork and on-the-spot personalization, creating a keepsake guests could make their own.
Macy's Herald Square
Macy's at Roosevelt Field Mall
Feedback from the Sam Edelman Brand Team
"We loved partnering with Ani and her team to create bespoke bag charms crafted from the scrap materials of our Fall 2026 collection. From start to finish, the experience was seamless. Ani was incredibly responsive, collaborative, and professional, making it easy to bring our vision to life.
The quality and craftsmanship of the charms were exactly what our team was looking for. On event day, guests loved selecting their charms and creating a personalized keepsake to take home. The experience quickly became one of the standout moments of the event, offering a meaningful and memorable touch for both our guests and shoppers."
The Sam Edelman Brand Team
