About Boretrolondon
This adventure began inside Etsy itself where I worked as a Seller Growth Manager. Driven by a passion for helping sellers grow, I stepped fully into their world in order to truly understand their challenges. Immersing myself in this space reshaped not only how I worked, but how I shopped and dressed.
Through this experience, I began to rethink my consumer habits. I spent more time sourcing thoughtfully, choosing second-hand over new, and investing in pieces with longevity and meaning rather than convenience. What started as a way to better support others gradually became the foundation for my own business.
Boretrolondon was born from that shift.
Built at home, surrounded by family, the brand is rooted in care, intention, and trust. Running the business from home is a conscious choice, allowing me to work patiently and thoughtfully, and to bring the same care to every garment that I bring to my family life.
The name tells the story.
"BO" is a nod to the French word for beautiful, "beau," albeit with a unique twist. It also incorporates the initials of my son and husband, symbolizing the strength and support of my family environment.
"Retro" reflects my love for garments with history, character, and craftsmanship.
"London" anchors the brand in a vibrant, fast-paced city where everything started and continues to unfold.
Boretrolondon exists for women who already know themselves, women who value quality over quantity and want to shop sustainably without compromising their style. Every piece is carefully curated, with transparency about condition and origin, and respect for the person who will wear it next.
At its core, Boretrolondon is about slow fashion, thoughtful choices, and trusting yourself to choose well.
