Boticca is described as more than just an online store. What is it that makes it so unique when shopping for jewellery and accessories on the site?

Boticca.com is an online destination where customers can discover truly unique jewellery, bags and accessories and buy them directly from top independent designers all over the world. The site is curated and edited by a team of fashion experts, designers, stylists and collectors, who illustrate the culture, stories and inspiration behind the collections on the site.

E-commerce sites are usually straightforward; they stock and we purchase. But Boticca is proud to provide designers with a platform to build their brand. What was the inspiration behind this movement?

We are passionate about championing independent designers all over the world, who often face disadvantageous conditions in the traditional retail market and get lost in the fray of established brands. We want to make it easy for customers to find unique and meaningful pieces in an environment that supports the independent designer both creatively and commercially.

Kiyan and Avid, your backgrounds don’t really point in the direction of fashion. It ranges from investment banking to working in Silicon Valley, with Degrees in Engineering and Economics between you. What took you to fashion? And more precisely, into jewellery?

Fashion is about self-expression and independence of thought and taste. It’s about imagination and creativity, which aren’t learned through degrees but acquired in practice, travel and exposure to different cultures, styles and opinions. That’s reflected in our approach to and philosophy at Boticca, which is that there isn’t one brand, designer, person, trend or “right way” to guide everyone’s style, but that inspiration can and should come from different, dynamic experiences to help drive unique style.

Our transition into the fashion industry came from a life-long interest in design, art and style, which was influenced by our families, friends and travels – and a passion for changing the commercial equation for creative professionals.

Also, Kiyan is the third generation in his family to work in the luxury and jewellery industry, so it wasn’t a far stretch for him!


You travel the world in search of those ‘hidden gems’. What other measures do you take to discover new designers and rare pieces? It’s great to see an emphasis on buying a piece of jewellery or accessory with a meaningful story attached to it and finding rare pieces. What do you look for specifically when taking on emerging designers? What do their pieces or collections have to say to you?

We scour the world looking for hidden design talent, and this can mean a wide range of style hunting activities, ranging from attending various fashion week exhibitions to exploring studios and galleries off-the-beaten-track in far-flung places. When deciding on whether a designer fits our strict criteria, we look closely at the designers’ story and inspiration, their creative process, the quality of the materials they use, their customer service and packaging, along with a few other important filters.

In essence, you almost act as marketing mentors for those new and emerging designers who have just begun their journey. How important is it to develop relationships with your designers? 

Our relationship with our designers is paramount to us. We put all of our energy, enthusiasm and resources into supporting our designers’ work, helping them build their brands and providing strong visibility through marketing and PR support on a global scale. Similarly, they are Boticca’s biggest cheerleaders and brand advocates, so we are in constant touch, supporting each other along the way. We love our designers!

What is next for Boticca in the near future? Are we going to see an expansion into clothes and shoes?

We’re already international, so right now we’re focused on continuing to accelerate our global growth and bringing on board the very best emerging design talent. There are no plans to expand into clothing and shoes, and we still have a lot of room for growth in our jewellery and fashion accessories categories!