Australian designer jewellery brand By Charlotte is making its debut in Western Australia next week.
The brand will open three stores around Perth in one week, including in Karrinyup Shopping Centre, Claremont Quarter and Westfield Booragoon.
The brand was founded in 2012 by Charlotte Blakeney, who was born in Perth. Blakeney called the triple store opening a full circle moment.
“Opening our first boutiques in Western Australia feels incredibly special,” the founder and creative director said.
“Perth is where my journey began, and so much of the spirit of the brand was shaped by growing up here, with the ocean, the sense of community and the calmer, more intentional way of living influencing so much of the brand.
“To now bring By Charlotte home and share it with the community that first inspired me feels like a beautiful full circle moment.”
By the end of April, By Charlotte will operate 14 retail locations nationally, with further expansion planned for 2026.
According to Blakeney, the Western Australian coastline is a key influence on her brand. Since designing her first piece, the Lotus Necklace, Blakeney and her growing team have built a brand grounded in emotional connection and storytelling.
Each piece is individually designed by Charlotte and her team and crafted in partnership with Responsible Jewellery Council–certified manufacturers.
By Charlotte executive chairwoman Jane McNally described the brand’s boutique performance to date as “exciting and encouraging”.
“Honestly, we were a little nervous opening our first Victorian boutiques – in Emporium, Chadstone, Highpoint and Doncaster – within a few days of one another last year. However, our customers there could not have been more welcoming, and we can’t wait to meet and build our WA community,” McNally said.
By Charlotte store formats are open, 360-degree concepts. Each boutique offers personalised styling and gifting services. The Perth launch will be marked with a community-led week ahead of the opening weekend involving a series of influencer, media and VIP events designed to introduce the brand to Western Australian audiences.
“As we continue our national expansion, Western Australia was a natural next step for By Charlotte,” general manager Sang Johnson said.
“It’s a particularly meaningful location for the brand, as it’s where Charlotte’s story first began. Our community in WA has been asking for us to open there for some time, and we’re thrilled to finally bring the brand to them. We look forward to connecting with our customers in person and continuing to be part of the personal stories they celebrate through our pieces.”