Australian designer jewellery brand By Charlotte is set to expand its retail presence in Melbourne with the opening of four new stores this month.

The new locations include a flagship boutique at Emporium Melbourne and kiosks at Chadstone, Doncaster, and Highpoint shopping centres.

The Emporium Melbourne flagship will introduce a new aesthetic for the brand, featuring a signature pink hue, custom finishes, and a private styling suite designed for personalised consultations.

The expansion marks a significant step for By Charlotte, which has grown from a single store in Paddington to 13 locations across New South Wales, Queensland, and Victoria within the last 18 months.

The brand, founded in 2012 by makeup artist Charlotte Blakeney, focuses on meaningful storytelling and connection through its jewellery offerings. Blakeney commented on the expansion, stating, "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."

By Charlotte's jewellery is designed in-house and crafted with high-quality metals and gemstones, in collaboration with Responsible Jewellery Certified manufacturers. The expansion into Victoria is driven by strong online sales and customer engagement in the state.

Jane McNally, Executive Chair, noted, "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."

Blakeney further elaborated on the brand's vision for the new flagship, saying, "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."

Currently, By Charlotte employs 142 team members nationally and has plans for further expansion into 2026.