If you’re a Crocs lover, you’re likely familiar with Jibbitz, the colorful 3D charms that pop into the shoes’ perforated holes. But what about temporary shoe tattoos, attachable ballet ribbons or clip-on sandal charms?

Those items, along with a host of other accessories, are becoming mainstays at Crocs as the brand branches out even further into personalization and prepares for its 25th birthday in 2027. The sandal charms and shoe tattoos, initially rolled out in limited runs, are gearing up for even bigger launches in the future, President Anne Mehlman told Modern Retail. What’s more, in September, Crocs opened its first store dedicated entirely to personalization, called Crocs by You, in China. Crocs will take learnings from that location to decide whether to expand the concept to other markets.

Personalization has been a consistent part of the Crocs playbook for years, Mehlman said. Today, customers who personalize their shoes have a higher lifetime value than those who don’t, she said.

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