Australian jewellery brand By Charlotte has opened its newest pop-up in Sydney’s Queen Victoria Building (QVB) today, in time for the peak trading period.
The limited-time pop-up will focus on holiday gift shopping, offering locket personalisations alongside the brand’s latest collections including Stardust and Lotus, each covering lab-grown diamonds, white sapphires and other gemstones.
By Charlotte founder Charlotte Blakeney said the new store comes amid recent strategic expansion efforts in the retail space.
“We are seeing an increasing demand for By Charlotte as a direct result of our strategic efforts,” Blakeney said. “We’ve been focused on expanding our reach and deepening connection to our customer and opening a pop-up in the Queen Victoria Building is a key part of that strategy.
“The QVB is an iconic destination, and with its premium brand adjacencies, it offers the perfect environment for us to connect with our target audience.”
Blakeney added that gifting is important year-round for the brand as jewellery is an emotional purchase.
“However, we see a huge surge in demand around the holiday season, so pre-Christmas is the perfect time for us to bring By Charlotte to the CBD,” she said. “By bringing unique experiences, like our locket printing service, to the QVB pop-up, our customers can purchase meaningful, personalised gifts for their loved one.”
Looking ahead, Blakeney confirmed the brand will open another pop-up in Chatswood in November, with plans to continue extending its retail footprint.
By Charlotte operates a flagship boutique in Paddington and a second boutique at Robina Town Centre in Queensland. The brand also currently operates a pop-up at Miranda, NSW.