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My Store: By Charlotte


STORe: By Charlotte

Location: Sydney, NSW

Name: Charlotte Blakeney

Position: Director

When was the renovated space completed?

July 2019.

Who is the target market?

Our beautiful customers are primarily women, but we do also get men purchasing for their family members or partner.

Because of this, we wanted to create a space that was feminine but not intimidatingly so. We kept the colour scheme fairly creamy and neutral and accented the space with soft pink florals and rustic textures.

We also get customers across all demographics, so we needed the space to be equal parts fun and luxe – especially since we also sell 14-carat gold diamond jewellery.

The space needed to be warm and playful, but still clean and refined.

Which features encourage sales?

Shopping can be such a stressful experience, so rather than focus on optimising sales we want to create a space that is tranquil, calming and warm. We want our customers to step foot into our store and immediately feel their stress melt away.

From the beautiful dried  orals and natural textures to our signature candle burning a heavenly tropical scent, each sensory touchpoint in the store has been chosen to evoke a sense of peace and calm.

At By Charlotte, we want our customers to resonate with the jewellery on a deeper, more personal, level – and a space that brings to life the spiritual and empowering soul of the brand is essential.

What is the store design’s ‘wow factor’?

As a brand we aim to empower women through messages of love, peace and harmony. This was something we heavily convey in the store with inspiring mantras on the walls and mirrors; words our customer can read through in their quiet moments of browsing.

A particular favourite of mine is, “Everything you are is enough.”













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