Maison de Sabré's Sabrémoji charm range is returning to shelves this month, with the Australian luxury house citing sustained demand after its discontinued Lemon Fruit Charm design resurfaced on resale markets for more than six times its original retail price.
The miniature leather charms, roughly 35mm wide, are made exclusively from offcuts generated during the brand's handbag production, using the same European full-grain leather and leatherworking techniques — including marquetry, knotting, embroidery and bombé shaping — applied to its larger goods.
Since launching in August 2024, the self-funded label has sold more than 500,000 charms worldwide and now generates more than $100 million in annual revenue.
Co-founder and creative director Omar Sabré said the range's availability is dictated by material supply rather than manufactured demand.
"We don't manufacture scarcity around Sabrémoji. The material creates it," he said. "We design from what exists, not from an unlimited supply chain. When the right leather runs out, the design stops. That constraint is what keeps the category dynamic."
The range has expanded to cover seasonal fruit, vegetables, garden bugs and flowers, alongside collaborations with Pokémon, Hello Kitty and Mr. Men Little Miss. The Pokémon collaboration generated more than $1 million in its first 24 hours off a waitlist of more than 20,000 customers, while Hello Kitty also passed $1 million in a day, and Mr. Men Little Miss sold out in under 24 hours.
Co-founder Zane Sabré said the range has become a significant acquisition channel, with more than 60 per cent of Sabrémoji customers new to the brand.
"What started as a way to make better use of our materials has become a genuine driver of customer acquisition, retention and growth," he said.
Maison de Sabré reportedly now utilises approximately 85 per cent of the raw materials it sources, and its circular design platform has diverted more than 40,000 square feet of leather from landfill in the past 12 months. The brand is targeting 95 per cent material utilisation.
"For circularity to work at scale, it has to make sense commercially," Zane Sabré said. "Sabrémoji has shown us that using more of the material we already have and creating something customers genuinely want can be the same business decision."
Founded in 2017 by brothers Omar and Zane Sabré, Maison de Sabré began with a single leather phone case and has since expanded into handbags, travel goods, small leather goods and the Sabrémoji charm category. The brand is stocked at Le Bon Marché Paris, Bloomingdale's, Nordstrom, Saks Fifth Avenue, FWRD, Revolve, Farfetch and Ounass.