Inspired by the love she felt for her son Declan, Sandra Birnie is launching LoveCharmz ( to help other moms keep their most precious loved ones close to their hearts.  LoveCharmz offers custom sterling silver photo jewelry and gifts created from favorite photographs. Images of loved ones are sealed within unique sterling silver charms, making them waterproof, fadeproof and scratch resistant. Whether it’s the special people or pets, major life events or “just because” – buyers can say it with a photo charm. LoveCharmz personalized photo jewelry include photo charms, charm bracelets, photo necklaces, and letter charms and other accessories.  Sandra Birnie, the Las Vegas mom and entrepreneur behind the new photo charm line LoveCharmz explains why she launched the company this year, “I wanted to launch in time for Christmas giving so gift shoppers could find affordable quality jewelry. This year it’s about the love, not about the bling so LoveCharmz make perfect presents.”  After a successful career in marketing working with diverse brands like Sunlight, Pond’s, Budweiser and Stella Artois, Sandra moved to Las Vegas in 2007 to join her husband Douglas, a successful mining executive, to start a family. Their son Declan, the inspiration for LoveCharmz, was born later that year.  Sandra notes, “due to my years in brand marketing, first to women and then to men, I really learned how to connect with the consumer. Now that I have my own brand I am really excited to put my skills to work to reach other busy stylish moms with photo jewelry that fits our lifestyle.”