By Charlotte, the Australian jewellery brand founded in 2012 by former makeup artist Charlotte Blakeney, has become one of the standout success stories in the industry. Known for its deeply meaningful designs, such as the iconic Lotus necklace worn by supermodel Rosie Huntington-Whiteley on the cover of Harper’s BAZAAR, the brand has captured the hearts of consumers with jewellery that tells a story.
In 2024, By Charlotte experienced an impressive 20% year-on-year increase in sales, driven by a carefully executed growth strategy that included enhanced marketing efforts and an uptick in both wholesale and online demand. The numbers speak volumes about the brand’s traction in the market: a 40% rise in website users, a 30% increase in sessions, and a 10% boost in order volume.
This surge in demand has allowed By Charlotte to scale its physical presence, with the September 2024 opening of its second boutique at Robina Town Centre on the Gold Coast. This marked the brand’s first interstate expansion, reflecting its ability to grow thoughtfully while maintaining a strong connection to its origins.
A Focus on Storytelling and Connection
By Charlotte’s success isn’t just about numbers—it’s about the philosophy behind the brand. At its core is a commitment to meaningful, story-driven designs that resonate with modern consumers seeking mindfulness and connection. The jewellery, often inspired by spirituality, love, and self-expression, aligns seamlessly with the values of today’s shoppers.
This approach taps into broader global jewellery trends, as the market is projected to reach a staggering $480.5 billion by 2025. By Charlotte’s ability to connect emotionally with its audience gives it a competitive edge in this growing landscape.
Sustainability and Personalisation: Meeting Modern Demands
In 2024, By Charlotte took a significant step toward sustainability by launching its first lab-grown diamond collection, addressing the growing consumer demand for ethical and environmentally friendly products. This move underscores the brand’s commitment to adapting to changing values while maintaining its reputation for elegance and craftsmanship.
The brand has also enhanced its in-store experience with the addition of a Piercing Studio at its Sydney flagship boutique. This service caters to the growing demand for personalisation, allowing customers to create a connection to their jewellery that goes beyond the display case.
By Charlotte’s carefully considered expansion reflects a broader trend among jewellery brands adopting a “slow and steady” approach to growth. Its investments in infrastructure, team development, and marketing have laid a solid foundation for sustainable success.
As the jewellery industry continues to evolve, By Charlotte is proving that brands with a strong identity, a commitment to storytelling, and a willingness to embrace sustainability can thrive—even in a competitive market.
By Charlotte is a shining example of what’s possible when a brand blends creativity, strategy, and heart. Its rise from a single Sydney-based operation to a beloved national brand with a growing global presence is a testament to its ability to engage with today’s jewellery consumers.
With meaningful designs, innovative practices, and an ever-growing community of loyal customers, By Charlotte is not just keeping pace with the industry—it’s leading it.
*Images thanks to RetailBiz & By Charlotte