Australian designer jewellery brand By Charlotte is set to open four new doors in Melbourne, marking the brand’s expansion into the Victorian retail market.
This follows 18 months of retail scaling by the brand, branching out from its first-ever brick-and-mortar space in Paddington. By Charlotte is set to have 13 stores open across New South Wales, Queensland and Victoria by Christmas 2025.
There are further plans to continue expansion into 2026.
According to the jewellery business, this expansion is driven by the authentic connection that founder Charlotte Blakeney has built organically with her community in the 13 years since designing her first piece – the brand’s signature Lotus Necklace.
The brand has also been backed and buoyed by Jane McNally, who joined as executive chair in April 2024. McNally is the former CEO of Camilla and Webster Holdings (former owner of Jigsaw, Marcs and David Lawrence), and is currently a board director at R.M.Williams and Blue Illusion, and is the vice president of the Australian Retailers Association.
“The opening of additional retail locations offers more moments of personal connection with our customers,” Blakeney said, who is also the brand’s creative director. “We feel privileged that they trust us to honour their most treasured moments and memories.”
McNally added that Victoria was the natural next step in its expansion journey, 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.”
The four new stores in Melbourne are all set to open in a two-week period.
The Emporium Melbourne flagship will be the first of By Charlotte’s flagship boutiques, which will showcase a new evolution of the brand’s store concept, including a new signature pink brand hue and custom design details and finishes.
This new store design also marks the introduction of the By Charlotte styling suite. This is a private space where a customer can receive one-on-one styling advice.
“We wanted to create a sanctuary where our community can pause, connect with their own story, and experience the magic of the brand,” Blakeney said. “We designed each detail to speak to all the senses, bringing the jewels to life.”
The other stores are located at Chadstone, Doncaster and Highpoint, with By Charlotte set to celebrate the new stores with store activations set for October 18.