Australian jewellery brand By Charlotte announces three WA boutiques in Karrinyup, Claremont and Booragoon

Popular Australian jewellery brand By Charlotte has announced it will be opening three WA stores, in what its Perth-born founder says is a “beautiful full circle moment”.

The brand — known for its iconic Lotus Necklace — is set to make three major Perth shopping destinations home, opening boutiques in Karrinyup Shopping Centre, Claremont Quarter and Westfield Booragoon.

Founded in 2012 by Perth woman Charlotte Blakeney, she said the expansion to WA feels “incredibly special”.

“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,” Ms 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.”

The boutiques boast an “open, 360-degree concept that invites customers to step seamlessly into the brand’s world”, with each store offering personalised styling experiences and gifting guidance.

General manager Sang Johnson said she was excited about the venture, saying West Aussies have been begging for a boutique.

“As we continue our national expansion, Western Australia was a natural next step for By Charlotte,” Ms 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.”

By the end of April, By Charlotte will have 14 locations across Australia, but the WA move is just the start of the brand’s 2026 plans, with further expansion on the horizon.