Our Story

The ORIGINAL Shoelace Charms—Since 2010

BeeCause Charms has been making shoelaces sparkle since 2010.

What began with runners celebrating races, distances and personal milestones has grown into a collection of charms representing pets, family, causes, sports, weddings, personal interests and the moments people want to carry with them.

Today, BeeCause Charms is led by Cristina and Luiz Carmona. As the new owners, we are building on the brand’s original legacy while expanding what BeeCause can become.

We meet many of our customers face-to-face at races and expos. That connection matters to us. We get to hear why someone chose a particular charm—sometimes it celebrates an accomplishment, honors someone important, supports a cause or simply adds personality to a favorite pair of shoes.

We are reorganizing and expanding our collections, developing original designs and creating more opportunities for personalized charms, fundraising, retail partnerships and event collaborations.

Through every change, the idea behind BeeCause remains simple:

Every charm tells a story. What will yours say?

Thank you for being part of the next chapter of BeeCause Charms.

Cristina & Luiz
BeeCause Charms