This is the 9707th most frequent Russian word.
шарм
Charm.
Here, 'шарм' is used to describe an intangible quality that makes her speech attractive or captivating.
Её речь полна шарма.
Her speech is full of charm.
In this case, 'шарм' characterizes the unique and appealing atmosphere or character of the town.
Этот старый город обладает особым шармом.
This old town has its own special charm.
Here, 'шарм' is associated with a pleasant or alluring aspect of her behavior that draws attention.