British fine jeweller Boodles has opened the doors to its new London flagship at 23 Old Bond Street, unveiling an extraordinary townhouse that brings together high jewellery, bespoke interiors, British craftsmanship and private hospitality in the heart of Mayfair.
Spanning 13,170 square feet, The Boodles Townhouse represents a significant new chapter for the family-owned jeweller, whose history stretches back to Liverpool in 1798. Rather than creating a conventional luxury boutique, Boodles has transformed its Bond Street address into a series of intimate spaces that celebrate the brand’s collections, heritage and longstanding relationships with British craftspeople.
From a grand entrance featuring pink marble and bespoke chandeliers to an intimate cocktail bar, secluded garden and a remarkable new high-jewellery suite, the townhouse offers a different approach to experiencing fine jewellery. Its opening in autumn 2026 also reflects a wider evolution in luxury retail, where craftsmanship, storytelling and personalised hospitality have become increasingly important.
At a Glance
| Feature | Details |
|---|---|
| Destination | The Boodles Townhouse |
| Address | 23 Old Bond Street, Mayfair, London |
| Opening | Autumn 2026 |
| Brand | Boodles |
| Heritage | British family-owned jeweller founded in Liverpool in 1798 |
| Size | 13,170 sq ft |
| Notable Spaces | Grand Hall, Raindance Bar, Argyle Lounge, heritage rooms and Secret Garden |
| Design Focus | British craftsmanship, bespoke interiors and restored Georgian architecture |
| High Jewellery | 23 Old Bond Street Suite |
| Signature Gemstones | More than 900 pink and white diamonds across the suite’s collar and earrings |
A New Chapter for Boodles on Bond Street
Boodles has long held a prominent position within British fine jewellery, combining traditional craftsmanship with distinctive contemporary designs. Its new flagship at 23 Old Bond Street brings those qualities together on a considerably larger scale, creating a destination that reflects both the company’s heritage and its ambitions for the future.
The townhouse extends beyond the traditional expectations of a jewellery showroom, incorporating spaces dedicated to private entertaining, craftsmanship and the stories behind Boodles’ collections. Visitors can discover high-jewellery creations alongside archival pieces, while individual rooms offer different perspectives on the family business and its history.
For a brand that has remained family-owned for more than two centuries, the concept feels particularly appropriate. Rather than presenting its jewellery within an anonymous retail environment, Boodles has created a setting intended to resemble an elegant private home, where the experience of discovering a piece is as important as the jewellery itself.
British Craftsmanship Throughout the Townhouse
The building’s restoration places considerable emphasis on traditional materials and the work of independent British makers. At the entrance, a listed Georgian doorway framed in Portland stone introduces the Grand Hall, where Boodles’ signature pink appears in Rosa Tea marble and carefully considered decorative details.
Plum-blossom chandeliers, intricate plasterwork and bespoke finishes contribute to the room’s distinctive character. Among the commissioned artworks is Tree of Memories by textile artist Aiveen Daly, drawing inspiration from the laburnum tree and the natural forms associated with Boodles’ Secret Garden collection.
The design continues throughout the townhouse, incorporating hand-painted ceilings, specialist leatherwork and decorative plasterwork by Sheffield-based Hodkin & Jones, a company established in 1868. Each element contributes to a broader celebration of British craftsmanship, with Boodles placing particular emphasis on the provenance of materials and the skills of the people behind them.
On the first floor, Norfolk-based artist Claire Coles has created an immersive mural inspired by the natural world. Its floral and wildlife motifs extend from the walls onto the ceiling, reflecting the jewellery house’s longstanding fascination with botanical design.
The Raindance Bar, Argyle Lounge and Secret Garden
One of the townhouse’s most distinctive features is the way it combines fine jewellery with spaces designed for relaxation and private hospitality. The Raindance Bar takes its name from one of Boodles’ best-known jewellery collections, offering visitors the opportunity to enjoy a cocktail in surroundings that reflect the house’s creative identity.
Elsewhere, the Argyle Lounge provides a connection to the jeweller’s longstanding relationship with rare pink diamonds from Australia’s Argyle mine. The space is particularly significant following Boodles’ acquisition of the Argyle Pink Diamonds brand and its remaining inventory, a development that marks an important milestone for the British jewellery house.
The Secret Garden offers a quieter contrast to the interiors, bringing natural inspiration into the heart of Mayfair. Its presence reflects Boodles’ association with the RHS Chelsea Flower Show, where the brand has created award-winning gardens during its years of involvement.
Together, these spaces encourage visitors to spend time exploring the world of Boodles rather than approaching jewellery shopping as a purely transactional experience. The result is a more personal interpretation of luxury retail, shaped by hospitality, heritage and opportunities for discovery.
Introducing the 23 Old Bond Street High-Jewellery Suite
To celebrate its new flagship, Boodles has introduced the 23 Old Bond Street Suite, a high-jewellery creation inspired by the hellebore flowers found within the townhouse’s courtyard garden.
The design takes its cues from the flower’s sculptural petals, stamens and delicate natural details, transforming them into intricate arrangements of precious gemstones. Across the suite’s collar and earrings, more than 900 pink and white diamonds create the impression of several blooms, each formed from carefully considered individual elements.
The pieces combine platinum with 18-carat Single Mine Origin rose gold and incorporate rare Argyle pink diamonds, creating a visual connection between the garden and the townhouse’s Argyle Lounge.
The earrings are listed at £160,000, while the matching collar is available on application. Together, the designs demonstrate how Boodles continues to translate natural inspiration into elaborate high-jewellery craftsmanship, while celebrating the opening of its new London home.
Celebrating More Than Two Centuries of Heritage
Although the townhouse represents a significant investment in the future, Boodles has ensured that its history remains visible throughout the building.
Dedicated heritage spaces explore the jeweller’s beginnings in Liverpool in 1798, while archival jewellery and historical references illustrate how the company’s design language has evolved across generations. A hand-painted map also highlights places connected with the family business and the journey that has shaped it.
The Racing Room offers another perspective on the company’s heritage, celebrating its longstanding connection with British horse racing. Saddle-inspired detailing, jockey silks and photographs accompany references to Boodles’ involvement in creating Grand National trophies and its sponsorship of the Cheltenham Gold Cup.
For Executive Chairman Michael Wainwright, the townhouse also represents a personal milestone for the family.
“The best place on Bond Street to enjoy beautiful jewellery.”
MICHAEL WAINWRIGHT
Executive Chairman, Boodles
The sentiment captures the intention behind the project: to create a flagship that brings together exceptional jewellery and a welcoming atmosphere, while retaining the distinctive character of a family-owned British luxury house.
A New Direction for Luxury Jewellery Retail
The opening of The Boodles Townhouse comes at a time when luxury brands are increasingly investing in experiences that extend beyond traditional retail.
For high-jewellery clients, the opportunity to explore collections in private surroundings, understand the craftsmanship behind individual pieces and develop a relationship with the people representing a brand can form an important part of the purchasing experience.
Boodles’ new flagship embraces this approach while retaining a distinctive connection to its British heritage. Its combination of specialist craftsmanship, cultural references, hospitality spaces and exceptional gemstones creates a destination that offers considerably more than a conventional showroom.
Visitors can explore The Boodles Townhouse at 23 Old Bond Street, Mayfair, with appointments available through the official Boodles website.
The Love Lux Life View
The most interesting aspect of The Boodles Townhouse is not simply its scale, but the thought given to creating a luxury destination with a genuine sense of identity. From the hand-crafted architectural details to the Secret Garden and intimate hospitality spaces, the flagship brings the house’s history and creative influences into a more immersive setting.
There is also something particularly compelling about a British family-owned jeweller celebrating the skills of independent makers alongside its own creations. In a luxury market increasingly focused on individual experience and provenance, that emphasis feels both relevant and authentic.
The new 23 Old Bond Street Suite provides an exceptional centrepiece, bringing together floral inspiration and rare pink diamonds in a design that connects the jewellery directly to its surroundings. For Boodles, the townhouse represents more than an expanded London presence; it offers a distinctive expression of what modern British luxury can look like.
