Jewellery brand By Charlotte is expanding from a single store in Paddington on William Street to 13 locations across New South Wales, Queensland, and Victoria by Christmas, with further growth planned through 2026.
“The opening of additional retail locations offers more moments of personal connection with our customers. We feel privileged that they trust us to honour their most treasured moments and memories,” said Charlotte Blakeney, the brand’s founder and creative director.
“We wanted to create a sanctuary where our community can pause, connect with their own story, and experience the magic of the brand. We designed each detail to speak to all the senses, bringing the jewels to life.”
In October alone, the brand is opening four new premium locations in Melbourne.
By Charlotte will mark the opening of its new stores on Saturday, October 18, with activations at Chadstone, Doncaster and Highpoint, alongside the official launch of its Emporium flagship.
By Charlotte’s Emporium Melbourne flagship store presents an elevated take on the brand’s design identity, featuring a new signature pink tone and custom details.
The store also introduces the By Charlotte styling suite, a private area for one-on-one styling sessions, where customers can share personal stories and receive tailored advice in selecting their jewellery.
“Victoria was the natural next step in our expansion being the second largest and fastest growing state for online sales. The love and support from our online community in Victoria, alongside the success of customer-facing events hosted in Melbourne, reflect a strong appetite for By Charlotte,” said Jane McNally, Executive Chair of By Charlotte.
The brand’s design approach includes the use of high-quality metals and gemstones, produced in collaboration with Responsible Jewellery Certified manufacturers to ensure long-lasting products.
By Charlotte blends digital and in-person experiences through its immersive retail spaces and services such as personalisation, curated styling, and streamlined gifting.