Boodles Opens the Door to a New Kind of Bond Street Luxury

There is a difference between opening a larger store and making a statement about how people want to buy fine jewellery now. At 23 Old Bond Street, Boodles has done the latter, creating a flagship that feels less like a conventional boutique and more like being welcomed into the family home.

The new Boodles Townhouse covers 13,170 square feet across seven floors, almost 60 per cent more space than its former 8,250-square-foot Bond Street flagship. Yet the most interesting part is not the scale. It is what Boodles has chosen to do with it, giving jewellery space to sit alongside hospitality, archives, British craft and the sort of personal attention that cannot be replicated online. 

Not a Shop With a Bar, but a House With Jewellery

Calling the new flagship a townhouse immediately changes the mood. It suggests rooms rather than departments, hosts rather than sales staff and an experience that unfolds gradually instead of ending at the first display case.

That thinking runs through the Raindance Bar, named after Boodles’ best-known collection, and the Argyle Lounge, where rare pink diamonds from the now-closed Australian mine have their own setting. These are not simply decorative extras. They create a reason to stay, talk and look properly, which is exactly what important jewellery deserves.

Luxury retail has spent years trying to become more experiential, sometimes with results that feel engineered for a photograph rather than a client. Boodles’ version makes more sense because hospitality is already part of the family jeweller’s language. The townhouse gives that instinct a physical form.

Inside The Boodles Townhouse, where softly lit jewellery displays, sculptural details and comfortable seating create the atmosphere of a private residence. Credit: Boodles.

British Craft, Right Down to the Walls

The interiors have been led by GPstudio, which describes its longstanding work with Boodles through the idea of a family home, balancing formality with comfort and space for entertaining. At Old Bond Street, that approach is expressed through materials and makers chosen for their character rather than anonymous polish. 

Dorset-mined Portland stone appears alongside hand-painted ceilings by Norfolk artist Claire Coles, leatherwork by London textile artisan Aiveen Daly and specialist plasterwork by Sheffield-based Hodkin & Jones. A courtyard garden by Catherine MacDonald extends the story outdoors, following her previous work on Boodles’ gardens for the RHS Chelsea Flower Show.

This level of detail matters because Boodles presents itself as a British house, not only a brand that happens to have been founded here. The building allows that identity to be seen and felt before a diamond is even taken from its case.

A private consultation area inside The Boodles Townhouse, designed to make choosing fine jewellery feel relaxed, personal and unhurried. Credit: Boodles

An Archive That Gives the House a Memory

Two archive rooms will hold objects, documents, sketches, silverware and jewellery tracing the company’s history back to Liverpool in 1798. For a sixth-generation family business, an archive is not a styling device. It is proof that the story existed long before the current taste for heritage marketing. 

The clever part is placing that history inside an active flagship rather than sealing it away from the client. A Raindance ring entered the V&A’s permanent collection in 2010, but the townhouse can tell a broader story about the people, drawings, objects and decisions surrounding the finished pieces. It turns provenance into something visitors can encounter rather than simply read on a brand page. 

A sweeping staircase connects the seven floors of The Boodles Townhouse, pairing sculptural metalwork with softly illuminated handrails and a leaf-patterned carpet. Credit: Boodles

A Bigger Home for the Next Generation

The move also says something about where Boodles is heading. Joint managing directors James Amos and Jody Wainwright represent the sixth generation of the family, working alongside Honour and Geordie Wainwright, while the company’s head office remains in Liverpool.

The additional space supports larger design, marketing and client teams, and brings part of the production operation to London for the first time in the company’s history. This is more than a glamorous shop floor. It is a working headquarters for a business positioning itself for a more international future without cutting the thread that connects it to British design and making. 

That confidence is backed by commercial momentum. Boodles reported record turnover of £147 million for the year to February 2026, according to figures shared with the Financial Times and subsequently reported by Something About Rocks. The townhouse therefore feels less like an act of optimism and more like a carefully timed expression of growth already under way.

An intimate consultation space sits beneath the sculptural staircase of The Boodles Townhouse, bringing together warm timber, specialist plasterwork and soft residential furnishings. Credit: Boodles

Why This Matters on Bond Street

Bond Street has no shortage of imposing flagships, but size alone has stopped being impressive. The more revealing question is whether a building can communicate why a house matters and make a client feel something that cannot be delivered through a screen.

Boodles has answered by leaning into the qualities that genuinely distinguish it: family ownership, British craft, personal service and a history that stretches back more than two centuries. The result is not a rejection of modern luxury retail. It is a reminder that its most persuasive future may look surprisingly human.

One of the private lounge spaces inside The Boodles Townhouse, where rich green tones, geometric detailing and residential furniture create a more relaxed setting for viewing jewellery. Credit: Boodles

The Jewels Club Take

The Boodles Townhouse works because the hospitality does not distract from the jewellery. It creates the conditions in which jewellery can be enjoyed slowly, discussed properly and connected to the people who design, make and live with it.

We also like that the Britishness is found in the substance of the building, not simply in a flag by the door. From Portland stone and specialist plasterwork to archives, gardens and a growing design team, Boodles has built a flagship that feels confident enough to be personal. On a street filled with global luxury, that may be its greatest asset.

Jewellery displays sit alongside art, flowers and residential-style seating inside The Boodles Townhouse, creating a space designed for browsing at a slower pace. Credit: Boodles

Visit The Boodles Townhouse

The Boodles Townhouse is now open at 23 Old Bond Street, Mayfair, London W1S 4PZ. Opening hours are Monday to Saturday, 10am to 6pm, with Sundays and bank holidays closed. Boodles Bond Street

Discover More

The townhouse is best understood as part of a much longer Boodles story, from its Liverpool beginnings and family ownership to the collections and craftspeople shaping the house today. Explore the new flagship and the background behind it through the links below.

• Visit Boodles Bond Street
• Explore the Boodles heritage timeline

Scroll the gallery below to see more