By Charlotte Jewellery Brand Expands with First WA Stores in Perth
Viral Australian jewellery brand By Charlotte has expanded its physical presence across the country by opening its first Western Australian boutiques over the past week. Locals have enthusiastically visited the sleek new stores located in Karrinyup Shopping Centre, Claremont Quarter, and the most recent addition at Westfield Booragoon, which opened on Wednesday. The Karrinyup and Booragoon locations are set to host special opening events on April 11, offering exclusive experiences for customers.
A Homecoming for Founder Charlotte Blakeney
The mastermind behind the brand, Charlotte Blakeney, who grew up on Perth's northern beaches, launched By Charlotte online in 2012 before relocating to Sydney. Ms Blakeney shared with PerthNow that her goal was always to return to WA, describing it as a "full-circle moment." She expressed pride in bringing the brand into a physical space in Perth, noting the city's "beautiful energy" and the strong, loyal customer base built over the past 13 years.
"It was always the intention. Being from Perth, it has such a special place in my heart, and we're incredibly grateful for the strong and loyal customer base we've built here over the past 13 years," Ms Blakeney said. "We've always wanted to create a space where our WA community could truly experience the brand in person, and we can't wait to welcome them into that."
From Creative Outlet to National Success
What began as a "creative outlet" for Ms Blakeney has evolved into one of Australia's largest jewellery brands. By the end of April, By Charlotte will operate 14 stores across WA, New South Wales, Victoria, and Queensland, emphasizing a tangible shopping experience that Ms Blakeney believes is crucial. "Jewellery is such an emotional purchase. Our boutique experience is so carefully crafted so that our community can connect with the pieces, understand the story behind them, and choose something they'll treasure for years to come," she explained. "It's about creating a meaningful, memorable experience that they'll attach to the piece they choose."
WA Expansion as a Natural Progression
By Charlotte general manager Sang Johnson highlighted that the WA opening represents a natural progression for the brand, given its origins. "It's a particularly meaningful location for the brand, as it's where Charlotte's story began," she said. "Our community in WA has been asking for us to open there for sometime, and we're thrilled to finally bring the brand to them." The three WA stores feature an expansive collection from the online assortment, including solid gold, gold vermeil, and sterling silver pieces, all presented in an open 360-degree concept with personalised styling and gifting guidance from staff.
Exclusive Preview and Future Plans
An exclusive preview event was held last week at Loop Studio in North Fremantle, offering a sneak peek into By Charlotte's new collection, I Believe, I Become. This wellness morning marked the beginning of the brand's influence in WA. Ms Blakeney reflected on the significance of the WA opening, stating, "Perth is where my journey began, and so much of the spirit of the brand was shaped by growing up here. Western Australia has had such a strong influence on my creative direction. You can see it in the organic shapes I'm drawn to, the way we hero nature in our campaigns, and even in the gemstones and textures we choose."
She also mentioned her favourite piece, the bestselling lotus flower necklace that launched the brand, symbolising the business's growth. Looking ahead, Ms Blakeney hinted at further expansion, saying, "Let's just say these won't be the last of our new boutiques this year." This expansion underscores By Charlotte's commitment to providing a memorable, in-person shopping experience while celebrating its roots in Western Australia.
