Page 26 - #195 Dec2024/Jan2025

Keeping it

in the Family

Different from the beginning,
the Boodles story began in 1798
and has since been steered by six
generations of the same family
for the past 226 years. Here, we
spend some time with company
Chairman Michael Wainwright
to speak about the continuing
evolution of the business and how
Boodles keeps innovating well into
its third century of operation.

1
hile the Boodles background is a story
Wabout a fine jewellery company, it is
also a story about people exhibiting a passion
for jewellery, overcoming adversity and fulfilling
long held ambitions to take the business from
its roots to the blossoming international
reputation it has today. 2
Operating an exclusive portfolio of ten stores,
nine in the UK across Chester, Leeds, Liverpool, stores, such as the recent expansion in Leeds,”
London and Manchester, along with one in Dublin, comments Wainwright.
Boodles want to maintain their portfolio premise In terms of its lifespan, social media has only
of remaining exclusive as well as inclusive. existed for a marginal period in the history of
Half of their store fleet lies in London, including Boodles, but it is something they have fully
their Bond Street shop, which the Chairman feels embraced as it continues to maintain its niche
is a key location for them as it is situated on one of market position and looks to grow it.
the three principal shopping streets for jewellery Operating in the high-end jewellery market,
in the world, along with Place Vendome in Paris Wainwright explains that Instagram offers
and Madison Avenue in New York. such as New York in the US, Quinta de Lago Boodles the best medium to portray their brand
Their most recent opening was in Leeds at in Portugal, Monaco and Doha in Qatar. Our story and products, as the platform allows them
Victoria Quarter in 2021 and this site has just customer base is still heavily British, but we the opportunity to market their pieces through
more than doubled its trading space, from are making strides to change this and give the exquisite content and beautiful films.
1,200sq ft to 2,700sq ft. The additional space brand a name in international markets.” The topic of sustainability is not a new one,
will offer not just an increased selling area, The core way the business is looking to but it is an area that Boodles takes incredibly
but also a new entertainment room, tying grow and evolve is through the implementation seriously and for a jewellery company, they
perfectly into the company’s recent focus on of events, whether their own events or embraced it very early on. The gold they use 3
the importance of client entertainment. sponsorship of others. Examples of the latter all comes from a Single Mine Origin, meaning Main Picture: Victoria Quarter, Leeds, UK
This added entertainment space, known are their sponsorship of the Cheltenham Gold the entire process is controlled, starting from 1-2. Bond Street, London UK feels that while there are many challenges
3. Victoria Quarter, Leeds, UK
as The Rose Garden Suite, is located on the Cup, the Chelsea Flower Show, the Royal Ballet production at the mine, through the smelting they continue to face, history has shown that
second floor and features a beautiful palette WE SELL VERY and the Salon Privé. and refining processes to delivery of the gold despite world events or market conditions,
of dusky rosebud pinks and sage greens, VALUABLE, PREMIUM “Sponsoring these events allows the Boodles at the Boodles workshops. When it comes to and enjoyment as they try to make customer there is a portion of people who will continue
inspired by the Yorkshire countryside. The PRODUCTS AND YOU name to be more recognised in the UK and diamonds, Boodles has been sourcing directly interactions fun, slightly quirky, or whimsical. to buy jewellery, because they love it.
suite maintains the distinctive Boodles brand CANNOT DO THAT ON on the global stage, but we also use them as from specific mines, including the renowned However Wainwright feels there is a far more “As we look to expand our name
aesthetics while offering an exclusive setting JUST FUN ALONE... YOU entertaining vehicles for our VIP customers. It Cullinan Mine in South Africa, for several years. serious one that is important for their business, internationally, it has become more apparent
for hosting highly personal experiences, MUST HAVE INTEGRITY allows them a gorgeous day out, with Boodles Their “Peace of Mined” collection is crafted which is integrity. to me than ever how important our staff
including private dinners curated by renowned TO SELL THE BEST.” at the heart of it and it also allows us a rare around the idea of complete transparency, “We sell very valuable, premium products and is and the quality that they possess. It is
chefs, or champagne and canape evenings. Michael Wainwright commodity, time with our customers. Any enabling customers to know exactly where you cannot do that on just fun alone. Of course they who will build the brand, whether it is
“Since I last spoke to you, we are now fishing Chairman of Boodles company can advertise to their heart’s content, their diamond came from - from the moment this is important as you must offer an experience customer-facing staff or people in non-sales
in overseas ponds far more,” explains Michael but there is nothing like word of mouth and it is unearthed to the moment it arrives in a in today’s retail world, but you must have integrity roles, moving forward and I look forward
Wainwirght, Chairman of Boodles. “We are these events provide an excellent opportunity Boodles showroom. to sell the best,” Wainwright highlights. to seeing what they achieve in the years to
now hosting major pop-up events in locations all-round. This is now being reflected in our The ethos of the company is that of family As he looks to the future, the Chairman come,” Wainwright concludes.

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