By Charlotte is Sydney's most-loved fine jewellery DTC brand — meaningful gold pieces with wellness and spiritual intent, built by founder Charlotte Blakeney into a global name.
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See all ads on AdLibrary →By Charlotte is a Sydney-based fine jewellery brand founded in 2012 by Charlotte Blakeney, a former makeup artist. The brand focuses on meaningful, intention-set gold pieces with spiritual and wellness themes. A pivotal moment came when Rosie Huntington-Whiteley wore the Lotus Necklace on Harper's Bazaar, propelling the brand to global recognition. By Charlotte operates as a pure DTC e-commerce brand.
By Charlotte built its brand on emotional resonance rather than material specifications. Their ads lead with intention, story, and spiritual meaning — each piece is presented as a talisman, not a transaction. Celebrity placement and press moments (notably Harper's Bazaar) seeded the brand globally, with paid social retargeting then converting that earned attention. Browse By Charlotte's ad creative on AdLibrary to study jewellery DTC storytelling.
Instagram is central to By Charlotte's DTC flywheel — the platform's visual format suits jewellery beautifully. The brand uses high-quality lifestyle photography, often in natural settings (beaches, gardens), reinforcing the wellness aesthetic. Facebook retargeting captures site visitors and cart abandoners. Gift occasions (Mother's Day, Valentine's Day) generate significant seasonal ad spend.
Themes include intention ('wear your intention'), spiritual symbolism (lotus, moon, stars), gifting with meaning, and everyday fine gold. Copy is gentle and purposeful — never hard-sell. The brand consistently positions jewellery as a form of self-expression and daily ritual, connecting product to a wellness lifestyle.
By Charlotte demonstrates the power of meaning-led positioning in a commodity category. In a market flooded with fine gold jewellery brands, attaching emotional and spiritual meaning to each piece creates differentiation that price cannot erode. Their celebrity placement strategy — one high-profile editorial moment — shows how earned media can be leveraged into sustained DTC growth.
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