INTERVIEW: KATIE LYNCH, FOUNDER, BOHOMOON

Written for Fashion & Beauty Monitor

Katie Lynch founded Bohomoon from her University halls in Kingston in 2014, and watched it become one of the leading fashion jewellery brands in the UK. Today, Bohomoon boasts a diverse collection of over 1400 pieces, employs a dedicated team of 50 employees, has sold over 2.6 million products with a £12m turnover and reports 100% YOY growth.

With plans for a huge Black Friday sale and a special Christmas advent calendar and cracker, we took a moment to chat with Katie about building her business and her plans for the future.

How did you turn your dream into a reality?

Honestly, I never imagined Bohomoon would grow into what it is today. I started with a love for jewellery and a frustration with the choice and quality of product available on the high street. From day one, I put everything into Bohomoon – listening closely to what our community wanted and from there refining our collections, improving on design and quality each time, whilst putting every pound earned back into the business. Ten years later, here we are! It’s been a crazy, rewarding journey.

What has been your career highlight to date?

There are two moments which stand out. The first was getting stocked on ASOS – it felt like such a huge milestone, being featured alongside so many iconic brands. The second highlight was buying the Bohomoon HQ building - starting in my University bedroom to now owning a 40,000sqft building feels so special. For ten years, we have been at the forefront of the trend-led jewellery movement and filled a huge gap in the market. No longer do people have to compromise between price and quality. We have proved it is possible to have trend-led but also timeless, tarnish-free product.

What kinds of influencers do you work with?

We work with a variety of influencers, each bringing their own unique style to Bohomoon. We love collaborating with people who genuinely connect with the brand – often those who are already customers or have a relationship with Bohomoon. It feels much more authentic when they’re true fans of our pieces, and it shows in the content they create.

Who would you say are your main customer base?

Our customer base is incredibly diverse, but we do have a strong following of young women who love stylish, high-quality jewellery. Bohomoon appeals to anyone looking for fashionable jewellery – from students building their first jewellery collection to seasoned jewellery lovers. We’re also incredibly proud to offer a wide range of sizes across rings and bracelets and are looking to broaden our size collection even further in 2025.

Tell us about branding and how the visual elements came about.

Our branding evolved gradually as I figured out my own style and what resonated with our community. I spent hours on Pinterest looking at trends and making mood-boards. Content wise, I still model a lot of the jewellery myself, which has always performed best for engagement on social media and paid ads. It’s the authentic look our audience connects with and it’s amazing to see how loyal our community has been over the years as the brand has grown.

What is the design process for new pieces and collections?

I personally handle all of the designing and buying – it’s my absolute passion and what I’d do all day if I could! I take inspiration from everywhere I go, especially abroad. I love creating collections that are entirely unique to us. I ensure we offer everything - from statement bangles to the daintiest of rings.

What is the most challenging thing about your job?

For a long time I tried to do everything myself but since becoming a Mother and growing our employee count, I had to let go and give more responsibility to my amazing team. Balancing the creative side with the business side can be challenging but I thrive on the energy of the team and loyalty of our customers. 

What are the benefits of being your own boss?

The freedom to bring my ideas to life is one of the biggest perks … and to have no red tape when trying something new. I get to shape the company culture, make decisions which reflect my values, and ultimately create something that feels true to me. It’s hard work, but the independence and fulfilment is worth it. 

What is your favourite piece from the new Twilight collection?

Definitely the Gleam ring – it’s perfect for the party season and such a statement. It captures the festive, magical vibe we wanted to create, and I just love wearing it. Also, so many people have said it looks like real diamonds!

Who handles the brand’s social media strategy?

Social media is very much a team effort. I ran the channels myself for years, but now we have an amazing Head Of Marketing and a Social Media team. I still get involved with daily content creation and the visual side of the business – it’s something I truly enjoy, and I love connecting with our community.

If you could have any celebrity wear a piece, who would it be?

Hailey Bieber, without a doubt. I love her style. She brings such an effortless, chic vibe to everything she wears. Seeing her in Bohomoon would be an absolute dream.

What is your busiest time of year?

Our viral sales are hands-down the busiest. Each year they get bigger, and I’m always blown away by our customers’ devotion to the business. It’s such an amazing, high-energy period for us, and we absolutely love it!

What advice would you give to young entrepreneurs?

Do something you love, and everything else will follow. I live and breathe Bohomoon, and this passion has carried me through the highs and the lows. It is my passion which drives the energy to push that extra % year on year – the result is the growing brand we are today. Don’t be afraid of the hard work – I spent nights packing orders in my bedroom and learning every aspect and layer of the business. This has given me great perspective a decade on when running a scaling and successful business.

What’s next for the brand?

We’ve got some big plans for 2025! We’re looking at expanding into new territories, which is super exciting and a little nerve-wracking. I don’t want to jinx it, but there’s a lot to look forward to.