The Boodles story began in Liverpool in 1798. At the helm today are Nicholas and Michael Wainwright, along with their nephew, James Amos, and Nicholas’ son, Jody Wainwright. Two hundred and twenty years after its inception, Boodles has nine showrooms in Britain, including a new shop in the Grosvenor House Hotel on Park Lane, and one in Ireland.
In 2010, one of its designs – the Boodles Raindance ring – was chosen by the Victoria & Albert Museum as an example of ‘iconic British jewellery design’, while, in 2017, Boodles celebrated 25 years of partnership with prestigious Swiss watchmakers Patek Philippe.
What drives this exceptional company forward is its determination to do things differently. Boodles’ chairman Nicholas Wainwright, says: ‘For us, luxury is about having the freedom to be yourself in this unique and wonderful world. We believe that our customers deserve all the attention we can give them. Our Britishness is also something that makes us stand out – we channel this country’s inventive spirit, quirky nature and innovative craftsmanship. We have our own special character.’Part and parcel of that special character is the fact that all Boodles pieces are designed in house, something that is extremely rare these days. Head of Design Rebecca Hawkins has been the company’s fountain of ideas and inspiration for nearly three decades, blending classic and modern influences in fresh and inventive ways.
For the company’s stunning new Poetry of Landscape collection, for example, Rebecca took inspiration from the British countryside, weaving together new themes and insights alongside influences from past creations. The Raindance Watch, featured in the recent Arizona Muse campaign, is Rebecca’s tribute to the original Raindance design. As Nicholas Wainright points out, at Boodles the customer really is king: ‘We will do anything to please a client, from flying around the world to hand deliver a piece of jewellery or helping to arrange a unique marriage proposal. We spend time getting to know our clients, treating them to a bottle of birthday champagne, an anniversary dinner or indulging them with tickets to Boodles-sponsored theatre performances or sporting events.’
Sponsored events are very much part of the Boodles DNA, ranging from The Boodles, a boutique tennis tournament at the Stoke Park Club in Buckinghamshire, played as a warm up to Wimbledon, to glamorous black-tie galas and in-store receptions, attended by VIP fans of the brand, which include Emma Thompson.
And that signature shade of pink? It was inspired by the candy hue of an incredibly rare diamond discovered by Nicholas Wainwright during one of his first trips to source stones and is, he says, very special to him.
BOODLES 178 NEW BOND STREET, LONDON W1S 4RH +44 (0)20 7437 5050