Australian jewellery brand, by charlotte has unveiled a new store in Robina Town Centre on the Gold Coast, marking a significant milestone in the brand’s national expansion, with plans to further extend its footprint across NSW, QLD, and VIC.
Robina was chosen as the next location for by charlotte’s expansion due to its status as a premier shopping destination and vibrant hub for locals. In parallel to the Gold Coast’s economic growth over the last four years, Robina Town Centre has cemented itself as an integral part of daily life for young families and sea changers in the surrounding region.
Drawing in 13 million customers annually, the centre recently reached $1 billion in retail sales turnover, reflecting its position as a key national retail hub. For a brand that has multi-generational appeal and specialises in gifting, as well as self-investment, Robina is the perfect location to reach its target market, much like its flagship in Paddington, NSW.
by charlotte is laying the foundation for steady growth, while already delivering like-for-like revenues above 20% compared to the prior year. As the brand prepares for further expansion, strategic investments in the brand infrastructure have been a top priority.
From a team perspective, Jane McNally was recently appointed as executive chairperson, joining by charlotte from CAMILLA, where she successfully delivered a major international expansion plan over her seven-year tenure as CEO.
Joining her is Elle Turner as commercial general manager, whose transformation experience includes bridal brand, Grace Loves Lace, CAMILLA, and Burberry. The pair are supported by a leadership team comprising individuals from brands including Zimmerman, Aje, and Pandora.
by charlotte has also made significant investments in operations, supply chain, and technology. This includes the implementation of an ERP system, IMS, an award-nominated website, and a substantial warehouse upgrade. The supply chain has been reviewed and further upgraded, working exclusively with Responsible Jewellery Council manufacturers to ensure ethical production and the highest standards of quality and sustainability.
by charlotte founder, Charlotte Blakeney expressed her enthusiasm for the brand’s expansion plans: “The opportunities ahead are endless. We are fortunate in our brand’s devoted following; the unwavering loyalty of our customers is truly remarkable. We’ve created a distinct brand identity and established a solid foundation upon which to build an incredibly successful international brand.”
Blakeney further emphasised the importance of timing in bringing on senior executive leadership. “Investing in the growth of the business is crucial. It’s essential to have a robust financial footing, a supply chain prepared for exponential growth, and a brand that remains sharply focused on its identity and customers.”