Canadian Jewellery Brand Bluboho Opens 5th Storefront with Plans for Expansion [Interview]

Retail industry news delivered directly to you. Subscribe to Retail-Insider.

Bluboho, a Toronto-based fine jewelry company, was born from a desire to create jewelry and an experience worthy of the moments we are marking.  

A female-led organization, Bluboho is noted for its creation of raw and refined pieces, deeply rooted in storytelling. 

Today the retailer has five locations with a sixth opening this month in Ottawa. And it also has an ecommerce presence.

“My very first job out of university I was working for lululemon and it was before the company went public. So I moved quickly and had a really big job, moved to Toronto. I was managing southwestern Ontario,” said Maggie Aurocco, co-founder of the brand. “And I wanted to buy jewelry. My mom came up and wanted to buy me something for my promotion at work. We ended up going to Tiffany’s which was lovely. I ended up buying something everyone else had.

“I just thought that jewelry is so special, it’s such an intimate experience, it’s on your body your whole life and often it gets passed down to generations. There’s got to be something better. There’s got to be something where you can buy meaningful jewelry with a beautiful experience.

“My business partner at the time and I started having these conversations. There were lots of great jewelry designers that we loved so we sort of put them together. We started doing trunk shows and we would sell out of all of our product every time we would do trunk shows. We opened our first store in Oakville (in 2010) and the rest is history.” 

Bluboho sells handcrafted jewelry and all of the pieces and collections have a deep, meaningful story, explained Aurocco. For example, currently the retailer has launched its Tree of Life collection. She said it’s all about grounding and connection. 

“In our stores, it’s all about creating magic and a space for deep self reflection,” added Aurocco. “Jewelry marks some of our most intimate moments. Lots of them really good but some of them not so good. We mark birthdays and engagements and weddings and also sometimes divorce and death.

“So having a really intimate, beautiful space filled with great people and great energy and flowers and beautiful merchandising, beautiful artwork so people can come in and kind of have a pause or a reprieve from life – just having that time for self-reflection, having that time to pick a beautiful, meaningful piece.

“It’s just me. I own the company. We don’t have any outside funding or investors or anything. So we’re just going at our own pace right now. I love that because it just means we can continue to do everything within the integrity of our core values. We’re going to continue to grow.”

There are two stores in Toronto, one in Calgary, and one in Oakville. There’s also a seasonal pop-up location in Muskoka.

In terms of the company’s name, Aurocco said ‘blu’ was incorporating the sea and sky and the feeling of reflection and possibility while ‘boho’ was for that spirit of travel and lust for life and soaking in all of those moments.

Article Author

Mario Toneguzzi
Mario Toneguzzi
Mario Toneguzzi, based in Calgary, has more than 40 years experience as a daily newspaper writer, columnist, and editor. He worked for 35 years at the Calgary Herald covering sports, crime, politics, health, faith, city and breaking news, and business. He is the Senior News Editor with Retail Insider in addition to working as a freelance writer and consultant in communications and media relations/training. Mario was named as a RETHINK Retail Top Retail Expert in 2024.

More From The Author

Landlord QuadReal Launches Pickleball Courts in Commercial Properties to Create Consumer...

The initiative helps revitalize and re-imagine spaces using sustainable development practices, while incorporating the latest technology to enhance the visitor experience, blending physical and digital elements.

Iconic Flo’s Diner in Toronto’s Yorkville Forced to Close After 33...

Retail Insider interviewed Flo’s co-owner who discusses the “heart wrenching” situation where he is being forced to close his business that began on Bellair Street in 1991.



Please enter your comment!
Please enter your name here

- Advertisement -

Latest Stories

No posts to display

Follow us


all-time Popular