Tocara Review and Profile

Tocara is a Canadian jewelry and personal-care direct-selling company founded in 2008 by Randall Markus. Before establishing Tocara, Markus operated a jewelry manufacturing and wholesale business supplying department stores, jewelry retailers, television-shopping channels, online retailers, and direct-selling companies. He created Tocara to combine his jewelry-industry experience with an independent sales opportunity. The company is headquartered in Saint-Laurent, Quebec, and expanded into the United States in 2014.

The company originally specialized in accessible fine and fashion jewelry made from rhodium-finished .925 sterling silver, surgical-grade stainless steel, gold-finished materials, and 10K gold. Its signature product is DiAmi, Tocara's proprietary precision-cut diamond simulant. The current catalog includes necklaces, bracelets, earrings, rings, anklets, gemstone pieces, demi-fine jewelry, men's jewelry, and other accessories. Tocara expanded into personal care in October 2025 with Puralta, a seven-product skincare regimen formulated with botanical, organic, and cosmetic-active ingredients.

Tocara uses a social-selling, party-plan, and multilevel direct-selling model. Independent Style Advisors sell through personal websites, social media, individual customer relationships, events, and home or virtual parties. The current public opportunity page advertises a minimum 25% base commission, product discounts, performance incentives, free products, training, and travel opportunities. Tocara's August 2024 Brilliant Beginnings program offered newly enrolled Style Advisors 30% on commissionable sales volume during their first 12 months, with personal-sales bonuses bringing the advertised sales commission as high as 42%. The plan also included a 10% matching bonus on the commissionable volume of personally sponsored recruits, a 7.5% Business Builder Bonus, and an additional 4% Central Team Bonus for qualifying leaders.

Tocara remains active and has recently expanded its business. In April 2026, Tocara Group acquired Touchstone Crystal, Swarovski's U.S.-based direct-selling jewelry division. The transaction brought Touchstone's U.S. customer and representative base into Tocara's direct-selling infrastructure and added jewelry made with Swarovski crystals to the combined product offering. The current Touchstone site also sells Tocara jewelry and Puralta skincare and continues to offer a Brand Partner opportunity. The acquisition price was not publicly disclosed.