Diamond in the rough: iconic jeweller By Charlotte has returned home, opening its first WA stores last week

Viral Australian jewellery brand By Charlotte has expanded across the country by opening its first WA boutiques over the past few days.

Locals have flocked to the sleek new stores in Karrinyup shopping centre, Claremont Quarter and the most recent opening at Westfield Booragoon on Wednesday. The Karrinyup and Booragoon stores will host special opening events on April 11.

The mastermind behind the brand and its legendary lotus necklace Charlotte Blakeney grew up on Perth northern beaches, launched By Charlotte online in 2012 and then moved to Sydney.

Ms Blakeney told PerthNow her goal was always to return to WA.

“There’s such a beautiful energy in Perth, and to now bring By Charlotte into a physical space here is something I’m so proud of. It feels like a full-circle moment,” she said.

“It was always the intention. Being from Perth, it has such a special place in my heart, and we’re incredibly grateful for the strong and loyal customer base we’ve built here over the past 13 years.

“We’ve always wanted to create a space where our WA community could truly experience the brand in person, and we can’t wait to welcome them into that.”

What began as a “creative outlet” for Ms Blakeney has now turned into one of the country’s biggest jewellery brands.

By the end of April, Ms Blakeney will have 14 stores operating in WA, New South Wales, Victoria and Queensland, offering a tangible shopping experience that Ms Blakeney said was important.

“Jewellery is such an emotional purchase. Our boutique experience is so carefully crafted so that our community can connect with the pieces, understand the story behind them, and choose something they’ll treasure for years to come,” she said.

“It’s about creating a meaningful, memorable experience that they’ll attach to the piece they choose.”

By Charlotte general manager Sang Johnson said the WA opening was a natural progression for By Charlotte.

“It’s a particularly meaningful location for the brand, as it’s where Charlotte’s story began,” she said.

“Our community in WA has been asking for us to open there for sometime, and we’re thrilled to finally bring the brand to them.”

The three WA stores offer an expansive collection from the online assortment, including a mix of solid gold, gold vermeil and sterling silver pieces.

The boutiques are staged using an open 360 degree concept, with staff offering personalised styling experiences and gifting guidance.

An exclusive preview event was held on Wednesday last week at Loop Studio in North Fremantle, offering a sneak peek into By Charlotte’s new collection I Believe, I Become.

The wellness morning marked the beginning of By Charlotte’s influence in WA.

Ms Blakeney said the WA opening felt particularly special.

“Perth is where my journey began, and so much of the spirit of the brand was shaped by growing up here,” she said.

“Western Australia has had such a strong influence on my creative direction.

“You can see it in the organic shapes I’m drawn to, the way we hero nature in our campaigns, and even in the gemstones and textures we choose.”

She said her favourite piece, the bestselling lotus flower necklace that launched the brand, symbolised how far the business had come. And she has plans to come.

“Let’s just say these won’t be the last of our new boutiques this year,” she said.