British luxury jewellery house Boodles has entered a new chapter with the opening of its flagship store at 23 Old Bond Street, London. Known as The Boodles Townhouse, the new location sees the family-owned jeweller expand its presence in Mayfair, bringing together more than two centuries of heritage, contemporary design and British craftsmanship under one roof.
Founded in Liverpool in 1798, Boodles has spent generations establishing itself as one of Britain's leading luxury jewellers. Its latest move sees the brand relocate from 178 New Bond Street into a Grade II-listed building, increasing its space from 8,250 sq ft across five floors to 13,170 sq ft across seven.
However, the new address offers considerably more than additional retail space. Designed in collaboration with GPstudios, the townhouse takes inspiration from a private residence, with a series of individually designed rooms that explore different aspects of the brand's history and jewellery collections.
On the ground floor, visitors are welcomed into a grand hall featuring pink marble, bespoke jewellery displays and decorative plasterwork. Elsewhere, the Raindance Bar takes its name from one of Boodles' best-known collections, while the Argyle Lounge celebrates the house's relationship with rare pink diamonds sourced from Australia's now-closed Argyle Mine.
One of the standout additions is the Secret Garden, an unexpected outdoor space situated on the first floor. Designed by RHS Chelsea Flower Show gold medallist Catherine MacDonald, the garden features seasonal planting and a 350kg acer tree. Nearby, an Orangery offers another setting for clients to explore the brand's jewellery collections.
Throughout the building, Boodles has placed particular emphasis on British craftsmanship. The interiors feature Portland stone quarried in Dorset, hand-painted artwork by Norfolk-based artist Claire Coles, bespoke leatherwork by textile artist Aiveen Daly and intricate plasterwork from Sheffield specialists Hodkin & Jones.
A dedicated Design Room explores the development of its collections, while archival displays, curated with support from National Museums Liverpool, showcase objects and memorabilia tracing the company's journey from its beginnings in Liverpool to its position on one of London's most prestigious shopping streets.
The Boodles Townhouse is located at 23 Old Bond Street, London.
