Boodles is a privately held British luxury jeweller and jewellery designer group founded in 1798, specialising in fine diamonds, bespoke jewellery, and exclusive collections. Boodles is a family company located in Liverpool. It also has stores in London, Manchester, Dublin, Leeds and Chester. Their flagship store is found on New Bond Street, London.
History
Establishment
The company was originally founded as Boodle and Dunthorne, with its first shop opening in 1798 in Liverpool. Its connection to jewellery and watches started with William Wainwright, a skilled watchmaker. His nephew and apprentice, Henry Wainwright, later managed and eventually took over a jewellery shop called Kirk & Co in Liverpool.
The XIX century: Henry Wainwright and Sons
In 1898, Henry bought out Kirk & Co, along with the goodwill, stock and the establishment date of 1798, which was recorded on the Deeds of Purchase. He was to rename it 'H Wainwright', and subsequently 'H Wainwright & Sons' once his sons Harold and Herbert joined the firm.
1910s: Acquisition of Boodle and Dunthorne
In 1910, Herbert and Harold Wainwright purchased Boodle and Dunthorne, specialising in rare objets d'art, silver, jewellery, antiques, and gold pocket watches. At the time, its premises were at 13 Lord Street. Henry and Herbert Wainwright merged H. Wainwright & Sons with Boodle & Dunthorne and relocated the business to the corner of Lord Street and North John Street in Liverpool, which remains Boodles’ head office today.
In 1934, Boodle & Dunthorne gained recognition for creating luxury silverware and was commissioned to design a silver-gilt switch box for King George V.
Liverpool and Boodles House suffered extensive bombing in May 1941, disrupting operations during the war. In 1945, both Henry and Herbert Wainwright passed away, leaving the business to Herbert’s son, Anthony, who returned from war service in Burma and found the business in difficult straits. Despite this, Anthony Wainwright fully committed himself to the family business, albeit against the advice of his accountant and bank manager, who recommended he instead cut his losses and sell.
The second part of the XX century: Expansion to Chester and Manchester
In 1965 Boodles opened a second store in Chester and a third one in Manchester in 1982. In the 1990s, Nicholas and Michael Wainwright took over from their father, Anthony Wainwright. Under their stewardship, Boodles opened several stores in London and appointed its first in-house designer, Rebecca Hawkins.
2000s: Opening in London
In 2000, Boodles launched the Raindance ring, which became one of their most iconic designs and was later added to the Victoria and Albert Museum's permanent jewellery collection. In 2005, the company rebranded from "Boodle & Dunthorne" to "Boodles" to reflect its modern, customer-focused identity.
In 2007, this store relocated to Bond Street, becoming the flagship showroom and solidifying Boodles’ position in British luxury jewellery. The brand later expanded with boutiques in Harrods, The Savoy Hotel, The Royal Exchange and Sloane Street.
In late 2015, the Bond Street flagship showroom underwent a major expansion and renovation. It spans over 2,500 square feet. Boodles launched their new showroom at No.6 Sloane Street in early 2017, having moved from No.1 Sloane Street.
2010s: Rebranding
In 2012, Boodles launched its e-commerce platform, allowing the company to reach a global audience online. In 2014, Channel 4 aired The Million Pound Necklace, a documentary showcasing Boodles' creation of the Greenfire Suite, a jewellery collection made of emeralds valued at £2.8 Million.
In 2015, Boodles collaborated with The Royal Ballet to create the Pas de Deux collection, which featured jewelry inspired by ballet.
In 2018, to mark its 220th anniversary, Boodles partnered with Patek Philippe to produce a special World Time wristwatch with Liverpool positioned at the 12 o'clock spot.
2020s: Nowadays
In 2020, Boodles launched The Secret Garden Collection, inspired by the film adaptation of the classic novel, with a portion of proceeds supporting the NSPCC. In 2021, Boodles introduced the Peace of Mined Collection, focusing on ethical sourcing with diamonds from the Cullinan Mine, later expanding to include diamonds from other mines to ensure traceability.
In 2022, Boodles launched the Around the World in 16 Days Collection, inspired by Anthony Wainwright’s 1962 globe-trotting journey. In 2022, Boodles won a Gold Medal at the RHS Chelsea Flower Show for the Boodles Travel Garden, inspired by Anthony Wainwright’s travels.
In 2024, Boodles created The National Gallery Collection for the National Gallery’s 200th anniversary, also sponsoring a garden at the Chelsea Flower Show called NG200, inspired by gallery paintings. In November, sponsored the Hay Wain Constable Exhibition, and designed a line of brooches inspired by Constable's works. In 2024, Boodles worked with Bentley to create a unique ‘one-of-one’ Boodles Bentley, which was unveiled at the Jack Barclay showroom.
The history of Boodles was the subject of an exhibition at the Lady Lever Art Gallery in Port Sunlight. On display were jewellery and objects relating to the company, including Grand National trophies.
Boodles now has ten stores including five in London: Savoy Hotel, New Bond Street, Sloane Street, The Royal Exchange, Brompton Road and Harrods, three in North West England; (Liverpool, Chester and Manchester), one in Leeds, West Yorkshire and one in Dublin, Ireland.
Products
In its early years, Boodles was a silversmith, watchmaker, and jeweler. During the 20th century the company provided chronographs and watches to air and naval officers. It also designed and crafted cups for sporting and non-sporting competitions including the solid gold trophy for the winner of the Grand National.
In the second half of the 20th century Boodles emerged as a retailer of bespoke jewellery. The company sources diamonds and other gemstones, and designs its own range of jewellery.
Ashoka diamonds
Boodles is the exclusive UK retailer of Ashoka diamonds developed by William Goldberg in New York. Boodles exclusively uses Single Mine Origin (SMO) gold and platinum in its jewellery, guaranteeing ethical sourcing and full traceability.
Boodles offers a variety of fine jewellery collections, including signature edition designs. The Raindance collection features a distinctive ring design inspired by raindrops. It was created after Boodles’ designer Rebecca Hawkins saw light reflecting on water at the Chelsea Flower Show. A Raindance ring is now part of the Victoria and Albert Museum’s collection.
The Wonderland collection showcases high jewellery with rare gemstones and intricate designs. The Be Boodles collection is based on the company’s "B" motif, featuring openwork patterns and a modern style. In 2023, Boodles introduced "Pink Be Boodles," incorporating pink diamonds. The Roulette collection, launched in 2004, includes circular designs symbolizing good luck. The Beach collection is designed for everyday wear, inspired by the relaxed and carefree feeling of a beach holiday. The Boodles Fifth Avenue collection is inspired by New York's Art Deco architecture and features modern, structural jewelry designs showcasing the Ashoka diamond. The Boodles Florentine Collection is inspired by Leonardo da Vinci’s scientific diagrams, incorporating intricate designs reminiscent of his pulleys and levers.
Boodles also creates special and seasonal collections. The Around the World in 16 Days collection was inspired by Anthony Wainwright’s global journey in 1962. The Around Europe in 10 Days collection follows a similar theme, drawing from a journey across Europe. The National Gallery Collaboration features jewellery inspired by famous artworks. The Peace of Mined collection focuses on ethically sourced diamonds and sustainability. The collection features diamonds from the Cullinan Mine, KAO Mine, Diavik Mine and Gaucho Kue.
Honours
In 2009, the Boodles Raindance Ring was selected to appear in the Victoria and Albert Museum's permanent jewellery collection and resides there to this day.
The Pure Brilliance: The Boodles Story exhibition at the Lady Lever Art Gallery (2022–2023) broke visitor records, becoming one of the gallery’s most attended exhibitions and celebrating 225 years of Boodles’ history.
In 2023, Boodles was awarded the Walpole British Luxury Brand of the Year.
Events
The Boodles Tennis is a five-day tennis exhibition at Stoke Park in Buckinghamshire, held in the run up to Wimbledon. The event has attracted players such as Novak Djokovic, Rafael Nadal, Andy Murray and Jo-Wilfried Tsonga.
The Boodles Boxing Ball is a biennial charity event held at the Grosvenor Park Hotel on Park Lane in London and at the Old Billingsgate Market since 2025, with all proceeds going to charities such as the Starlight Children's Foundation, Hope and Homes for children and Cancer Research. The ball has raised a total of £3 million for various charities since its first event in 2002.
Boodles is the sponsor of the Fred Winter Juvenile Novices' Handicap Hurdle at the Cheltenham Festival, and the Boodles May Festival is a three-day horse race and opener to the Chester Racecourse season.
Since 2021, Boodles has had a garden at the Chelsea Flower Show every year and collaborated with garden designers, including Tom Hoblyn, for The Travel Garden at the RHS Chelsea Flower Show, which won a Gold Medal.
From 2022 to 2023, Pure Brilliance: The Boodles Story exhibition was held at the Lady Lever Art Gallery and broke visitor records. Between 2023 and 2024, Boodles sponsored the Discover Constable & The Hay Wain exhibition at the National Gallery.
Boodles` jewellery featured in Fast & Furious 9 worn by Dame Helen Mirren.
Pieces showcased in major red-carpet events and collaborations with high-profile figures including Lady Amelia and Eliza Spencer, as well as Amber and Yasmin Le Bon.
Sponsorship
Boodles is actively involved in sponsoring cultural, sporting, and charitable events. Since 2002, The Boodles Boxing Ball has raised over £3.5 million for charitable causes, with attendees including members of the British Royal Family.
The company hosts The Boodles Tennis at Stoke Park and is the title sponsor of The Cheltenham Gold Cup. In 2022, the company is a key supporter of the RHS Chelsea Flower Show, winning a Gold Medal for The Boodles Travel Garden. Boodles sponsors Chester Races, Burghley Horse Trials, and Salon Privé. The company was also a sponsor of the National Gallery Constable Exhibition in 2024.
Gallery
References
