Australian designer jewellery brand By Charlotte continues its national retail expansion, unveiling four new Melbourne locations in a milestone moment for the brand. The openings mark a major step in By Charlotte’s growth, connecting more customers to its meaningful, design-led collections through immersive, in-person experiences.
The centrepiece of this expansion is the brand’s new Emporium Melbourne flagship, a luminous space that captures By Charlotte’s refined evolution, think soft pink hues, custom finishes, and a serene private styling suite offering personalised consultations and jewellery styling experiences.
Just 18 months ago, By Charlotte traded from a single boutique, its iconic Paddington store in Sydney. By Christmas, the brand will celebrate 13 locations across New South Wales, Queensland and Victoria, with further expansion planned into 2026. Today, By Charlotte employs 142 team members nationally, united by a shared commitment to spreading light, intention, and beauty through every piece.
To celebrate this next chapter, Style Machine sat down with founder Charlotte Blakeney, who reflected on the brand’s evolution, her creative process, and the meaning behind her most personal designs.
Q&A with Charlotte Blakeney, Founder of By Charlotte
How would you describe the new Emporium flagship in three words?
Inviting, Transportive, Pink!
What’s been the most exciting part of this expansion?
One of the most exciting parts has been watching my vision come to life. We poured so much love into each and every detail, and nothing can quite prepare you for seeing it in person for the first time!
It has also been so amazing to see how excited our Melbourne customers are to finally experience the brand in person. Being able to connect with them over their stories and love of their By Charlotte pieces has been so fulfilling… each time, it’s a real pinch-me moment!
What piece from your collection do you never take off?
I haven’t taken off our new 18k Solid Gold Floating Lotus collection! The first piece of jewellery I ever designed was the Lotus, so bringing this symbol to life in 18k solid gold really was a dream come true. These pieces are a reminder of my journey and how far we’ve come.
What’s the secret to designing jewellery that feels so personal and meaningful?
My secret to meaningful design is to begin with introspection; I always start from within. Before I even start sketching, I take the time to delve deeply into my own emotional landscape and get in touch with what I’m feeling, what I want to express, and the intention behind the piece.
I choose to design in moments when I feel most connected to myself and my intentions. It’s about aligning my energy with the story I want to tell, and I never rush this process. When I design from that place of mindfulness, the result naturally feels more intimate and personal.
Who inspires your creativity outside the world of jewellery?
My greatest inspiration is my daughter, Estelle. She is so innately curious and has the most amazing sense of wonder, and seeing the world through her eyes has transformed the way I experience life. She reminds me to stay present, to find magic in the ordinary, and to approach everything with openness.
I also find my creative flow through my daily rituals — meditation, KAAIAA classes, breathwork, or simply walking by the ocean allow my creativity to flow naturally. I find endless beauty in these simple, reflective moments that bring me back to myself.
If you could leave a little note inside every By Charlotte box, what would it say?
“It would say, Everything you are, is all you need to be.”
And finally — Silver or Gold?
I do mix my metals every now and then, but I’m a gold girl at heart!
By Charlotte’s continued growth reflects more than business success — it’s a movement built on mindfulness, connection, and the belief that jewellery should carry meaning, not just beauty.
Visit the new Emporium Melbourne flagship or explore all collections at bycharlotte.com.au
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