The Brand


When I first adopted Wilee (this is important to the story I swear) I was obsessed…. Unfortunately for him, I quickly became a little obsessed with dressing him up (in prep for his fist NYC winter). I made him turtle necks, sweaters, bandanas and as YES as the summer time rolled around NECKLACES… 

LONG STORY SHORT 

I made Wilee necklaces.

People wanted them.

*Now I have a shop*

W Charms, is named after Wilee. My sweet lil boy who Charmed so many of you on TikTok and IRL. We've been making fun jewelry for our friends and family for some time... and now that we finally have a shop? All I want to do is BEADazzle and CHARM all of you, with whatever concoction my brain comes up with. Due to the fact that I am obsessed with story telling… you’ll find that I overthink a lot of these styles and names… W Charm's ethos is to simply create things that spark joy. Unserious, Goofy, and a lil Chaotic, we hope you stay a while!

CEO and MUSE - Wilee

The Pup Behind the Brand


Wilee was born in a shelter in Atlanta Georgia and brought to New York by his first family. At 5 months he was surrendered AGAIN. We swooped him up and dressed him in charm necklaces. Wilee is 5 years old, a Mutt, a shelter dog, a long hair brindle with a ton of energy and anxiety to match. He get’s cranky, is very vocal when he is upset, has sever GI sensitivity, and is incredible cuddly but it HAS to be on his terms.

Wilee LOVES

1) Chicken in all forms

2) Attention from everyone he meets

3) Herding humans as if they are cattle (idk how to make him stop)

4) Mr Moose his favorite toy

5) Girls

Wilee HATES

1) Thunder

2) Fireworks

3) Anything that blows in the wind

4) His arch nemesis Pebbles

5) Humans who refuse to be herd like cattle

founder & Wilee's mom - Cat

The Human Behind the Brand


If I’m not at central park with Wilee I’m probably; reading a book for book club, going to trivia, designing necklaces, watching motorsport racing, throwing a themed party for a friend (parties NEED be themed….), watching an action/sci-fi movie, doing yoga to Rosalia… and probably trying to find a new outlet to be creative. So If you do any of those things… slide into my dms PLZ and THANK YOU. Yapping on the internet, unfortunately, is also sth I specialize in (Book yaps @thelunasbookclub, wilee yaps @wileefam)

Fun Facts about me:

1. Despite being called Cat, I am allergic to cats

2. I have this weird talent where I memorize the lyrics to every song i've heard

wouldn't be here without all of you ❤️‍🔥

Our weird lil journey on the internet


When I first started posting pictures and videos of him on TikTok I literally had no idea what I was doing. I had a friend find me and GASP in horror when we had 3,000 followers. Because honestly I didn’t even know that? I didn’t even know where the follower count was? I was just posting into a void… again.. this was early days. Things GREW from there. His ears flopped, he ended up on meme pages. I cried and overshared on the internet… we ended up in news stories?? WHY…idfk either? And here we are today continuing to not really know what we are doing. But what we do know is WE WOULD NOT BE HERE WITHOUT YOU AND ALL YOUR LOVE. So thank you so much!!

Fun fact: Wilee once had a very unsuccessful stint at an OF career. He was WILEEPAWS, where he shared photos of only, his paws. Turns out… we misunderstood what people on OF where there for and…  We don’t talk about it anymore