Jewellery marketplace also partners with DHL to offer global shipping.

Boticca has today unveiled a new website and rebrand, as the business continues its development in becoming a global online jewellery marketplace.

The London-based business has also announced new senior staff appointments, with directors set to be named for its fashion and brands, and PR and marketing division in the coming weeks.


The new website was built in-house and seeks to merge content and commerce in an innovative manner. It features major improvements to the user interface, a new search, browse and discovery experience, journalistic editorials and the addition of new payment methods.

The four-year-old business provides a curated, global one-stop-shop that aims to connect customers with handpicked, independent designers of fashion accessories around the world, shopping directly from their studios.

The business currently represents more than 300 designers and offers over 10,000 pieces from over 40 countries around the world to a customer database of more than 700,000 users.

Kiyan Foroughi, chief executive officer and founder of Boticca said: "With our new website, we put the focus on four core areas: the brand and how it is reflected via our content; the search, browse and discovery experience; the user interface; and the post-purchase shipping experience.

"We’re delighted with all the improvements made in these areas and look forward to continuing our growth on top of this new experience.”

He added that the aim was to create more of an experience as opposed to "pure shopping and product", with the site daring to focus on creating journalistic, authentic content with no commercial message. This will involve human interest-based content and portraits that tell the stories of the marketplace’s designers in an authentic manner.

Boticca has also partnered with DHL to provide an improved post-purchase shipping experience by offering a two- to five-working day, fully-trackable express shipping option starting at £4.99 that allows customers to purchase as much as they would like from one designer anywhere in the world with no customs fees and easy 14-day returns via DHL’s pick-up service.

The business has also integrated payment processor GlobalCollect to provide more payment options as customers in more than 60 countries order on the website each month. As a result, Boticca now allows customers to pay using AliPay, CashU, iDeal, Sofort, PostePay and CartaSi, depending on the user’s geography, with Union Pay and Diner’s Club set to be offered before Christmas 2014.

The company has also made a number of new appointments at a senior level, with Dave Killeen the first to be named, joining Boticca as product director. Killeen has more than 15 years of product experience and was previously product lead for online meeting and dating site Badoo, executive product manager for the BBC iPlayer and digital director at Hachette Filipacchi UK.

Killeen said: "The business has built a highly performant marketplace for independent designers. This launch further strengthens its leading position and puts the team on track for significant growth in 2015."

Boticca will be announcing further senior hires in the coming weeks with a new fashion and brand director set to join the business in late October as well as the appointment of a marketing, content and PR director.

The business is venture-backed by London-based MMC Ventures, Paris-based entrepreneur fund ISAI, and prominent angel investors such as John Ayton and Annoushka Ducas, founders of Links of London.

It won $4 million in a second round of investment in 2013, which has been used to help it enter new markets, including the launch of

To read Professional Jeweller’s in-depth interview with Kiyan Foroughi, click here.