Boodles, Behind the British Fine Jewellery Brand

Nicholas pictured second in from the left, along with Michael, Jody and James

There are not many prominent luxury brands on Bond Street who can say the words “family owned”. Nowadays the majority of successful luxury brands are owned by luxury conglomerates such as Richemont and LVMH. This is not to say that both companies do not produce some of the finest goods in the world, but there is just something about the two words “family” and “owned” that means so much in terms of customer service. For example compare two restaurants – an independent, family owned and run establishment and the branch of a national Pizza chain. The former is far more likely to give better service, simply because of the emotional attachment those working within it have to the business, which is their livelihood.

One such family company is the fine jeweler Boodles; not only is it family owned and run, but a UK brand with an international reach and stores in prime locations such as the luxury heavens of Bond Street and Sloane Street.

Nicholas Wainwright is the Chairman and also the fifth generation of Wainwrights at the helm since they acquired the business in 1910. Before this Boodles traded under the name, Boodle & Dunthorne which was established in 1798 in the flourishing city of Liverpool, where the brand still has a showroom today. Since then it has been under the control of the Wainwright family. During thier ownership there have been royal commissions, collaborations, V&A exhibitions and sponsorship of some of London’s biggest events.

Nicholas Wainwright described the meaning of being a family owned business by saying “it’s the ability to offer an unparalleled customer service”, adding further “whilst other brands may claim to do this, claiming is one thing and delivering is another. Being heavily involved in a close knit company enables us to do this.”

Boodles like many luxury brands continues to defy the recession reporting continued growth and even has plans for possible expansion both in the UK and internationally. Over the years Boodles have seen many new customers; from foreign buyers, to an increase in women buying for themselves. Boodles have a loyal following including many customers whose families have shopped with the brand for generations; Nicholas says phrases such as ‘My Grandmother’s engagement ring was from Boodles’ are frequently heard in the showrooms.

Boodles is a brand that looks to be in a good place and in an industry where competition gets more intense each year, by being family owned they seem to have the edge in regards to customer service, and this alone puts them in a league of their own. As Nicholas puts it when asked to name the things that make Boodles unique “people, top customer service, being British and offering unique and beautifully designed jewellery.”

Watch this space.

For more information and enquiries s contact Boodles on +44 (0)20 3435 4400 or visit their website at www.boodles.com

Boodles rose gold long diamond necklace, £26,000, Boodles signature Blossom rose gold earrings, £2,400, Boodles rose gold blossom diamond ring, £6,500, Boodles Blossom, diamond cluster ring, £4,000 boodles.com