Australian-born jewellery business By Charlotte is set to expand its distribution further following a recent boom in some of its core growth metrics.
By Charlotte executive chair Jane McNally confirmed that sales this year are up 20 per cent year-on-year, driven by an increased investment in marketing, with surging demand in wholesale as well as online.
Online users are up 40 per cent year-on-year with 2.4 million users to date, and sessions are up 30 per cent while order volume is up 10 per cent..
McNally, who is also a non-executive director at R.M.Williams and the vice president of the Australian Retailers Association, said other key drivers include strong existing customer loyalty and refined product design.
“We are having an exciting year of trade in what is an undeniably tough trading climate,” McNally said.
“In the last 90 days, 60 per cent of our sales were from repeat purchasers. I think we offer something quite different in the jewellery market, with a piece that has meaning, intention and a unique appeal to a broad range of ages.”
By Charlotte sits in the premium jewellery space, with prices ranging from around $100 to $600, with categories including necklaces, rings, earrings, pendants and bracelets.
McNally added that all this growth is self-funded, with the business entirely owned by its founder Charlotte Blakeney.
Off the back of this double-digit sales boom, By Charlotte is preparing to open two more pop-up sites in the next two months to maximise the Christmas/Summer trading period, which will bring its store count to five. By Charlotte recently opened a stand-alone store at Robina Town Centre in early September. The brand has a flagship in Paddington, Sydney and a pop-up in Westfield Miranda.
McNally said the team hopes to convert the pop-up sites into more permanent homes over the coming year.
“We are also continuing to implement website UX improvements that will increase conversion for the gifting season,” the executive chair said.
Amidst all this boom for the brand, McNally said the other key goal is protecting the wellbeing of the By Charlotte team.
“Hypergrowth can sometimes come at a cost to culture,” McNally said. “Culture is all-important as a major point of difference for our brand, so we are striving to ensure that our teams feel supported and nurtured through this period.
“That they are excited to continue to grow the brand and celebrate the wins and the results of their hard work.”
McNally was appointed as executive chair in April this year following her recent exit as CEO of Camilla. As well as her ongoing roles at R.M.Williams and the ARA, she also holds advisory roles at Blue Illusion and Sheike.
Alongside McNally, By Charlotte also poached Elle Turner as an executive consultant late last year, which recently shifted to general manager of commercial in July 2024. Turner has held brand and marketing roles at fashion brands and businesses over the last 18 years, including Burberry, Australian Fashion Week parent company IMG Events, Havaianas, Camilla and Grace Loves Lace.
Speaking on the high-calibre appointments, Blakeney said they are a natural fit in the business.
“We’ve worked hard to create a culture that values flexibility, creativity, and female empowerment, and I think that’s what attracted them to us,” Blakeney said. “Beyond their experience, they’re both strong, inspiring women with complementary skillsets who lead with purpose and uplift everyone around them.
“I’m really proud of the environment we’ve created—one that encourages personal growth and balance—and it’s clear that Jane and Elle share that same vision for by charlotte.”