Greek to English Other Botany Cretan dialect word?

When sitting taking tea in a Greek fish restaurant at Chioni in Crete, I was impressed by the huge bright red roof plant which trailed over the veranda. I asked the very old lady who had served me 'πως το λένε αυτό το φυτό;' and her reply was
'αρουχάρα'. Has any of the team with Cretan connexions ever come across this word before? It seems to be a very local term for bougainvillea. Is it a corruption of Scarlett O'Hara?