BOCHIC: A 10 year voyage through jewellery space

May 15, 2014

By Katerina Perez

4 min read

This year, Boсhic is celebrating a special date: its 10th year anniversary. To mark the occasion and to talk with the founders of the brand about what they have achieved, the obstacles they have met along the way, their place in the modern market and the influence of fashion on jewellery, I went to visit Bochic’s showroom in New York.

The story of Bochic’s divine work began when the American designers (and married couple) David Aaron Joseph and Miriam Salat founded their own brand, before which they had been doing something completely unrelated to making jewellery. “We wanted to offer something different, something that wasn’t available on the market at that time. Initially we did not know what it was so we were looking for a concept…” In 2004, so as to find its place in the jewellery hierarchy and to determine the philosophy of their new brand, David and Miriam went on endless journeys to the world’s most beautiful spots.

Bochic Hand Carved Pink Opal and Diamonds earrings

Bochic Hand Carved Pink Opal and Diamonds earrings

That elusive person was like a modern Grace Kelly who simply charmed David and Miriam with her graciousness and confidence. She would be as much at ease on a trek through the Saharan desert as she would be languishing on a luxury yacht lightly rocked back and forth by the waves. She was the complete epitome of a Bochic woman: a uniquely glamorous Amazon, a lover of both danger and extravagance.

Such a woman needs jewellery that is universal, something that can be worn as part of an outfit on the one hand and, on the other, something that can work on its own terms. Isn’t that the type of jewellery which is ideal for movie stars? It is unsurprising the Bochic’s philosophy has attracted the likes of Angelina Jolie, Sandra Bullock, First Lady Michelle Obama, Scarlett Johansson, Penelope Cruz, Eva Mendes, Halle Berry, Kate Winslet and many others.

Bochic jewellery and a clutch

Bochic jewellery and a clutch

Incidentally, Angelina Jolie was the first star who warmed to Bochic and became a disciple of the wonderful pieces made in a vintage tribal style. It is precisely thanks her that David first saw the great potential for developing the brand.

And it all would have been simple had it not been for the economic crisis in 2008. “The biggest challenge we’ve had to face over our 10 year journey was the economic meltdown of 2008. By then we were 4 years into developing the brand and now we had to focus on surviving the downturn,” remembers David. “We saw a lot of new brands starting in 2009 from scratch, some using our creative looks and methods and that was adding to the challenge.”

Bochic Flower Ring

Bochic Flower Ring

But these unforeseen stumbling blocks only strengthened David and Miriam’s determination and resolve to overcome this Olympus. Rather than resting on their laurels, they started to do what had always worked for them: to find new ideas and fill gaps in the jewellery market. “Apart from keeping focused on developing our international business in emerging markets, we started our own fashion jewellery line “Miriam Salat”. We had to keep reinventing ourselves while staying true to our motto and we feel that we were successful in being a trend setter and not a follower.”

Looking at the return of jewellery appearing on a series of key accessories over the course of the seasons that followed, David and Miriam felt that so called “fashion jewellery”, with which Bochic is associated, was becoming more and more of a part of one’s everyday wardrobe. Did this influence the aesthetic of the brand’s creations? No question!

Bochic sapphire flower ring

Bochic sapphire flower ring

It is now clear why the brand’s last collection was not made up of dainty pieces with engraved patterns but brutal full finger rings that are like the battle armour worn by Spanish conquistadors.

“I think that women are more open to this type of jewellery now. They are becoming more daring when it comes to fine jewellery, especially considering how much precious body jewellery we have seen emerging lately, from full finger rings to ring-bracelets and ear cuffs.”

Bochic carved ring

Bochic carved ring

Have these attitudes of modern women to jewellery led to a change in Bochic’s strategy? “For the most part we have very much stuck to the strategy we started with. But we are using different and newer tools to achieve it,” explains David, smiling.

He is no doubt pleased with what they have achieved in the last 10 years. But if he had the chance to go back as far as 2004 to give himself a few words of wisdom, they would be as follows…

Bochic

Bochic

Before leaving, I asked David to choose some pieces for me from their huge store of work that is carefully displaying in the window cases of their showroom. “You could definitely carry something that is bolder, a one-of-a-kind piece like mammoth tusk and pink diamond earrings or a 3-finger flower ring.” I now understand how good a choice David made: the photograph of this ring has not only received a huge number of likes on Instagram but a stream of ecstatic comments.

Cannes Special: AVAKIAN High Jewellery Preview

continue reading

In Conversation: Discussing Paraiba — The Legacy of a Color with Vogue Singapore

The conversation encouraged both myself and Kevin Ferreira, my co-author, to recall exactly why we wrote Paraiba: The Legacy of a Color, and I am pleased to share more with you below

by Katerina Perez

Semi-Precious vs Precious Gemstones: Why the Old Labels No Longer Work

I can’t count the number of times I’ve asked myself: what really sets so-called precious and semi-precious stonesapart? Is it their rarity? Colour? Durability? Value? Or is it simply tradition—an outdated hierarchy we’ve inherited without question

by Katerina Perez

Larger than Life: New Mineral Masterpieces and Global Adventures with Margot McKinney 

Let’s take a closer look at the pieces and places that have helped to shape the Margot McKinney brand over the last 12 months, including the rather sensational Marina, Aurora and Bloem necklaces

by Katerina Perez

Male Adornment: The Evolution of Men’s Jewellery from the 1400s Until Today

Men's jewellery is often overlooked, yet its history is both rich and cyclical. Over the past six centuries, the popularity of male adornments has fluctuated, reflecting shifts in fashion, status, and cultural values. Here, Amanda Triossi examines the reasons behind male jewellery, along with its periods of abundance and decline.

by Amanda Triossi

Perfect Proposal: The Top 10 Engagement Ring Mistakes to Avoid 

The moment you start thinking about proposing, everything shifts. Ordinary things become significant: dinner out, a walk in the park, a glance at their jewellery box. And then comes "the ring": a symbol of love, yes, but also a silent spokesperson for everything you feel and hope for. No pressure, right?

by Claire Roberts

Couture Show 2025: The Top 10 Debutants Heading to Las Vegas 

The much anticipated Couture Show will return to Wynn Las Vegas from June 4-8, 2025, shining a spotlight on established design talent, new creatives, and international brands that are vying for attention on the global stage. Just like in previous years, I am focusing my attention on the debutants

by Katerina Perez

Designing the Future: Revealing the Winners of the Katerina Perez x Osmium Institute Design Contest

What a ride it has been, witnessing such pure creative energy and original thinking, especially with a material as rare and futuristic as osmium

by Katerina Perez

New Icons: The Latest Collections by Italian Micromosaic Master SICIS 

I was presented with two striking new collections – Icon and Colibrì – that offer different interpretations of the SICIS aesthetic. Below, I want to give you a closer look at these capsule suites and tell you more about the inspirations behind them

by Katerina Perez

Fabulous Fabrications: TAOS Presents a Trio of Watches Inspired by Couture Fashion

Occasionally, beautiful timepieces demonstrating exceptional Métiers d’Art will land on our virtual desks and result in a round-robin series of emails. In the hours after we received insights into the emerging Swiss brand TAOS, almost the entire team had seen the fabric-inspired dials of its latest creations, and we all agreed that an article was […]

by Sarah Jordan

A Century of Sparkle: Celebrating 100 Years of Art Deco at GemGenève

From May 8-11, 2025, visitors to GemGenève can immerse themselves in a showcase of antique and modern jewellery while also experiencing the innovative spirit of the 1920s and 1930s through a photographic lens. Here, I'd like to tell you more about this creative collaboration and introduce you to the brands taking part…

by Katerina Perez

Tailored Perfection: The Best Jewellery Looks of the Met Gala 2025

Not since 2003 has a Met Gala theme focused exclusively on menswear, so we had high hopes for this year’s attendees demonstrating the best of tailored suiting adorned with high jewels. Let’s take a closer look at some of the best ensembles of the evening…

by Sarah Jordan

Legacy of Love: The Dreamlike Jewels of Emirati Designer Mariyeh Ghelichkhani

Jewellery is a transmitter of memories and emotions through time, which is something that Dubai-based designer Mariyeh Ghelichkhani knows all too well. During our meeting in Dubai, we spoke about the importance of family, the sweetness of finding joy through creativity, and the ability to translate dreamy visions and deep feelings into wearable pieces…

by Katerina Perez

Latest Stories

Add articles and images to your favourites. Just

Reinventing Royalty:The European-Inspired Luxury Behind Isabel Gemology

I started 2025 with a series of articles titled ‘Jeweller of the Month’ to highlight the true talent among niche designers in the jewellery industry. For May, it is Isabel Delgado, the founder of Isabel Gemology, who I would like to shine the spotlight on.

by Katerina Perez

Jewels Katerina Perez Loves

Continue Reading

Writing Adventures:Co-Authoring the Book

Paraiba: The Legacy of a Color

by Katerina Perez

Jewellery Insights straight to your inbox

Style Guide

By using this website, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. View our Privacy Policy for more information.