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Everline Future 50: Boticca

This digital disrupter scours the world looking for the best artisan brands and designers of jewellery, bags and other accessories which it then brings onto its website. Boticca sells to more than 500,000 customers in 90 countries around the world every month.

The business was launched in October 2010. CEO and co-founder Kiyan Foroughi first came up with the idea while on a trip to Marrakesh. Walking through the Medina, he and a girlfriend discovered an outstanding jewellery designer, Mariam.

Mariam had initially started selling her pieces in the Atlas Mountains. Because her pieces were so popular, she travelled to Marrakesh three times per week two hours each way to reach a larger customer base. Inspired by her story and the beauty of her pieces, Kiyan thought there had to be a way to enable other such designers to reach more than just a few lucky tourists on holiday.

Boticca was born.

Boticca has quickly built a scalable global business, while maintaining the authenticity and quality of the designers and accessories it presents. With a strong focus on travel, discovery and bringing the shopping experiences of the world to customers in their homes, Boticca has been an international business from launch with 50 per cent sales from Europe, 30 per cent from North America and 20 per cent from Asia Pacific and the Middle East.

Boticcas team of 20 employees in London is as culturally diverse as the website with 13 different nationalities represented and 14 languages spoken fluently. has become profitable on customer acquisition on a first-sale basis, a rare feat in the world of e-commerce. Sales and traffic have shown 150% year-on-year growth, with 35% of sales coming from mobile traffic.’s goal is to become the world’s number one destination for jewellery, bags and other accessories on the web. Let the world come to Boticca. We like their style.



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