Hello!
Yes, it's possible. I'm doing it.
But what you have to be careful about is that a radio path has some non negligible error rates.
It will therefore depend on what BT you are using, etc.
I have an external flash for LCD data, and I am using a part of this flash to temporarily store the
firmware. As long as the firmware and its checksum don't match, I don't upgrade.
If your system involves an SD card, then you can also use it a a temporary storage.
Just in case, I don't use the chip's bootloader, I wrote a second one in program flash.
Dora.