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Industry Jewelry, fashion accessories
Founded October 2009
Founder Kiyan Foroughi, Avid Larizadeh
Headquarters London, England
Area served
Products Jewelry, Handbags, Fashion accessories

Boticca is a London-based retail website for jewelry and fashion accessories, that features a selection emerging fashion designers.[1][2][3][4]


Kiyan Foroughi, a French former investment banker while on holiday in Marrakesh in December 2008, engaged in conversation with jewelry designer Mariam.[5] Living in the Atlas Mountains, Mariam travelled to the souq in Marrakesh three times a week to sell her jewelry, mainly to tourists. Foroughi decided to launch a retail website with co-founder Avid Larizadeh selling emerging designers like Mariam.[6]

Since launching in January 2010,[2] the company has featured in Vogue,[4] been selected by Lady Gaga for her 2011 European tour,[3] and worn by Kate Moss, Cameron Diaz and Jessica Alba.[4][7]

In the company’s first round of funding, Boticca raised $2.5M, led by ISAI and joined by Japanese Internet incubator Digital Garage.[8] In its second round in September 2013 it raised an additional $4 million (£2.44m), led by UK venture capital firm MMC Ventures, and high-net-worth individuals, including Sina Afra.[6]

In April 2014, co-founder Avid Larizadeh, left Boticca operationally in her role as COO while remaining a founding shareholder of the business.

In September 2014, Boticca unveiled a fully rebranded website with major UI improvements, a novel content strategy, a shipping partnership with DHL and the appointment of Dave Killeen (formerly Product Lead at Badoo and Executive Product Manager for the BBC iPlayer) as Product Director.[9] The new website has received strong reviews for its usability, innovative approach to content and customer service.[10]

In October 2014, Boticca appointed former Liberty Fashion Director and MyWardrobe Buying and Merchandising Director Luisa De Paula as the new Fashion & Brand Director.[11]


Launching in January 2010, the company takes only a maximum 35% of the sale price,[6] as opposed to the normal online retail model of between 40% and 50%, leaving the creator with 65%.[6] The company garners between 30 and 40 new retail designer applications each week, of which on average just 3 or 4 are then listed on the website.[6] The company also sources through two in-house style hunters, who through researching through web, magazines, blogs, trade shows and fashion weeks spot new talent, and hence source around 90% of the newly listed product.[6] Global designers can apply to be featured, but all designers must uphold the "Designer Charter" in order to ensure quality of both product and customer service.[12]

By January 2011 Boticca was retailling independent designers from over 40 countries, including Estonia, Lebanon, South Korea the United Arab Emirates and Colombia.[1] 155 of the 350 brands sold through the website lead on jewelry, whilst the rest cover accessories such as bags, scarves, belts and hats.[6] After the second round of fund raising, the company launched in September 2013, making France the companies' third biggest market after the UK and United States.[6]


Techcrunch selected Boticca for "The Europas" awards,[12] whilst The Independent rated it first in their 2014 survey of the top six jewelry retail websites.[13]

In May 2012, the company was selected as GP Bullhound's "Ones to Watch", a list that compiles companies with impressive growth rates and have very bright futures.[14]

In October 2014, Boticca was named a finalist in the Retail Hero category at Real Business' Growing Business Awards, in recognition of its outstanding, growing business in the retail sector.[15]


  1. ^ a b Kabir Chibber (31 October 2010). "High fashion learns to love selling online". BBC News. Retrieved 2011-01-25. 
  2. ^ a b Eric Pfanner (21 November 2010). "Luxury Brands Tailoring Approach to the Web". New York Times. Retrieved 2011-02-25. 
  3. ^ a b "Running risk It cause cel". Daily Mail. 29 November 2010. Retrieved 2011-02-25. 
  4. ^ a b c "Bijoux Bar at Boticca". Vogue. 24 November 2010. Retrieved 2011-02-25. 
  5. ^ "About Us". Boticca. Retrieved 2011-01-25. 
  6. ^ a b c d e f g h Kathryn Bishop (17 January 2014). "How Boticca became the world's local jeweller". Professional Jeweller. Retrieved 6 February 2014. 
  7. ^ "I-Spied". Telegraph Fashion. 29 November 2010. Retrieved 2011-02-25. 
  8. ^ By Julie Klein, VentureBeat. "Deals & More: Boticca gets $2.5M to help shoppers discover indie jewelry." 16 May 2011.
  9. ^ "Archived copy". Archived from the original on 7 October 2014. Retrieved 2014-10-23. 
  10. ^
  11. ^
  12. ^ a b Tsosis, Alexia (29 October 2010). "Boticca, An Online Marketplace For More Original Accessories". Tech Crunch. Retrieved 2011-02-25. 
  13. ^ "What a gem! 6 best online jewellery shops". The Independent. 6 February 2014. Retrieved 6 February 2014. 
  14. ^
  15. ^ "Archived copy". Archived from the original on 7 October 2014. Retrieved 2014-10-23. 

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