Australian jewellery brand By Charlotte has opened its first Western Australian boutiques this week, with three locations across Perth’s premium shopping centres marking the brand’s long-awaited arrival in its founder’s home state.
Charlotte Blakeney, who grew up in Perth before founding the brand in 2012, opened the Claremont Quarter boutique on Saturday, with Karrinyup Shopping Centre following today, and a third location at Westfield Booragoon opening tomorrow.
The three boutiques sit on Level 1 at each centre: opposite Mecca at Karrinyup, opposite Camilla & Marc at Claremont Quarter, and opposite Kookai at Booragoon.
By Charlotte started with a single piece, the Lotus Necklace, which became something of a signature for the brand. The brand has since grown into a nationally recognised label with a following that stretches well beyond Australia. Blakeney has spoken about Western Australia’s coastline, light, and pace of living as early influences on the brand’s design sensibility, which leans calm and considered rather than trend-driven.
“Perth is where my journey began, and so much of the spirit of the brand was shaped by growing up here,” Blakeney said. “To now bring By Charlotte home and share it with the community that first inspired me feels like a beautiful full-circle moment.”
Each piece is designed in-house by Blakeney and her team and made through manufacturers certified by the Responsible Jewellery Council.
The boutiques follow an open, 360-degree layout; a format the brand has rolled out across its national locations rather than a traditional enclosed shopfront. Customers can expect personalised styling appointments and gifting guidance alongside the full collection.
The WA expansion follows By Charlotte’s Victorian rollout last year, when four boutiques — at Emporium, Chadstone, Highpoint, and Doncaster — opened within days of each other. Executive Chairwoman Jane McNally described those openings as a nerve-wracking but ultimately rewarding experience, and said the brand is eager to build a similar community presence in Perth.
