Boodles has opened an expanded flagship at 23 Old Bond Street today, increasing its presence at the address by almost 60%.
Named the Boodles Townhouse, the store spans 13,170 sq ft across seven floors, compared with the previous 8,250 sq ft and five-floor configuration.
The investment creates a hospitality-led environment intended to resemble a private residence or members’ club rather than a conventional jewellery showroom. Its facilities include the Raindance Bar, named after the brand’s signature collection, and an Argyle Lounge featuring rare pink diamonds from the now-closed Australian mine.
Two archive rooms will document Boodles’ history, which began in Liverpool in 1798, while a courtyard garden has been designed by Catherine Macdonald, who has previously created the jeweller’s gardens for the RHS Chelsea Flower Show.
British and independent suppliers were prioritised throughout the project. Materials and finishes include Dorset-mined Portland stone, hand-painted ceilings by Norfolk artist Claire Coles, leatherwork by London textile artisan Aiveen Daly and plasterwork by Sheffield-based Hodkin & Jones.
The project was led by GPstudios, which has designed Boodles showrooms for the past decade.
“This is the rub-a-lantern-and-make-a-wish version of Boodles: the best place on Bond Street to enjoy beautiful jewellery,” said executive chairman Michael Wainwright.
The expansion comes during a period of strong sales growth for the family-owned business. Turnover rose 18.6% to £124.46 million in the year to 28 February 2025, according to its latest filed accounts, with pre-tax profit declining from £18.08 million to £14.74 million. Boodles subsequently told the Financial Times that turnover reached a record £147 million in the year to February 2026.
