Founder and Director of By Charlotte.
Founder and Director of By Charlotte.
When it comes to creating jewellery that feels as good for the soul as it looks on the outside, Charlotte Blakeney has it down to an art. The Perth-born creative turned her love of storytelling, beauty and connection into By Charlotte, the jewellery brand adored by celebrities and everyday women alike. What began with a single lotus necklace, born from a transformative trip to Bali, has blossomed into a brand synonymous with meaning, mindfulness and magic.
We sat down with Charlotte, founder and director of By Charlotte, to talk about her journey from makeup artistry to jewellery design, her proudest pinch-me moments, and why every piece she creates is designed to help its wearer shine from the inside out.
Tell us a bit about yourself.
I grew up on the beaches of Perth and have always been drawn to beauty of nature, creativity and storytelling. For over two decades, I was an editorial makeup artist; I loved making women feel like their most radiant selves. This was mirrored in my love of jewellery, and how a meaningful piece could truly make you glow from the inside, out.
I started designing jewellery in 2012 after a trip to Bali, where I discovered the lotus flower: a symbol of resilience and growth. I didn’t have any experience in jewellery-making but wanted to create a piece to keep this symbol close, and so designed my first piece, our Lotus Necklace. Returning home to Australia, I slowly turned this first design into a business. I tapped into the creative network I had built over years in the fashion and beauty industry, sharing my designs with anyone who would listen!
Fast forward to today, my life truly is a balancing act. I have a beautiful daughter, Estelle, and continue to lead By Charlotte!
What inspired you to start By Charlotte?
I was going through quite a dark chapter and was looking for what would come next for me, so I booked a yoga retreat in Ubud, Bali, for some deep reflection. It was in Ubud that I discovered and connected with the lotus flower: a symbol of resilience and growth.
The Lotus has a beautiful story – it rises through murky waters to bloom in sunlight. I felt moved by the story of the lotus and it truly was a transformative moment for me. After months of soul searching I finally felt that spark of creativity that I had lost. I knew I wanted to create jewellery that resonated with the wear just as the lotus had with me. I poured my heart into designing my first piece, the Lotus Necklace, a reminder to show yourself compassion and grace on your path to bloom.
As I shared this message with the people around me, I could see how that message resonated with them too. And so, By Charlotte was born!
Tell us about the process of creating your jewellery.
I truly believe in the transformative power of connections – to people, to places and to moments in time. So, my process always starts with thinking about how the wearer will connect to the piece and what I want them to feel.
I’m very intentional in my choice of gemstones, mantras and textures… they all tell the story of the piece. In terms of the designs themselves, I can never predict when inspiration will strike. It truly can come from anywhere, at any time!
Sometimes, while I’m travelling, I’ll feel inspired by the natural world or amazing architecture and design. At others, it’s as simple as connecting with my own journey or that of a loved one and listening to my intuition. We have an amazing in-house CAD team, then work with our RJC-certified manufacturers to bring the piece to life.
What do you hope people feel when they wear By Charlotte?
I want each wearer to feel empowered to embrace their journey and the connections that mean the most to them. Whenever we design something, we are very intentional about what we want the wearer to feel. But at the end of the day, each mantra, symbol or stone we choose will have a different meaning for each unique person.
So, whether it’s a connection to a milestone, a memory, or a loved one, the jewellery really does take on a meaning of its own.
Can you share a personal favourite from the collection, one that holds deep meaning for you?
Of course, our Lotus! It represents my new beginning and is truly the foundation of By Charlotte. Every time I see someone wear a Lotus, my heart lights up.
What’s been the biggest challenge you’ve overcome as a founder?
It took me a while to learn to trust in our own intuition when it came to decision-making. At the end of the day, it’s the connection to the customer that has gotten us to where we are today. Learning to honour my inner voice has been both my biggest challenge, and greatest asset!
What’s been your proudest “pinch me” moment with by charlotte so far?
I have two! Without doubt, seeing Rosie Huntington-Whiteley wearing the Lotus Necklace on the cover of Harper’s BAZAAR. I had no idea it would be the final cover image, so seeing that issue on the magazine stand was a surreal, magical moment. It’s the kind of recognition you dream of when starting out and gave me the confidence that By Charlotte was truly resonating with the world.
I have pinch-me moments all the time, but our most recent office move springs to mind! Over the years we’ve had a few office moves and each time, I think there’s no way we could outgrow it. Somehow, we always do!
This new office space is a dream come true; it is a space for our team to grow and connect, to be creative, and to feel inspired. There’s an energy in our new office space that I can’t explain!
What advice would you give other women wanting to build something of their own?
Just go for it! Don’t wait until you feel perfectly ready, because that moment never truly comes. You don’t need to have all the answers; what matters is that you’re passionate about what you’re creating and are willing to be resilient. I’ve been fortunate to have an incredible team whose skills complement mine and people around me who lift me up. Believe in your vision and trust the process!
What’s your current go-to By Charlotte piece on repeat?
Right now, I’m wearing the Morning Glory Birth Flower Necklace from our new Blossom collection. Morning Glory is my birth flower and to me, it symbolises the fleeting magic of the present moment, new beginnings, and the importance of finding beauty in even the briefest experiences. It’s been my daily reminder to live with presence and gratitude.
What’s next for By Charlotte?
We’re in an amazing period of growth and are looking at how we can continue to bring the magic of By Charlotte to our customers. As a part of this, we’re in the process of expanding our retail footprint and reimagining our existing brick-and-mortar experience. This includes everything from working with a new interior design team, to offering additional personalisation options, to creating more moments of connection with the customer instore. I’m so proud to present to the world an instore experience that truly reflects the love and care we put into our jewellery.
