Boodles & Harrods:
Celebrating 30 years
Boodles’ first shop in London opened in 1987, opposite Harrods on the Brompton Road. This was a crucial step in our journey as a brand, being the first of our showrooms in the south of England. Having a presence in London signalled Boodles’ desire to expand beyond the much-loved family jeweller it had been up until this point. The expansion from the north to the capital was a pivotal moment, showcasing Boodles’ jewellery on one of the world’s most prestigious shopping stages and establishing the brand as a destination for luxury shopping and international tourism.
Celebrating 30 years of Boodles in Harrods
Remembering Leo de Vroomen (1941-2025)
From its early days, Boodles worked closely with Leo de Vroomen, whose fine jewellery was exclusively showcased initially in the Harrods showroom - a friendship and collaboration that was an important part of our story and greatly shaped who we are today.
Leo de Vroomen’s jewellery is instantly recognisable, with colour being central to his vision, with bold enamelling and unusual cabochon gemstones creating vivid harmonies. He worked in 18-carat gold using traditional techniques, and diamonds were used sparingly, often as subtle accents, allowing the interplay of gold and colour to take centre stage. Leo believed jewellery should not only be striking but pleasurable to wear. His long friendship with Michael Wainwright, Chairman of Boodles, was built on a shared passion for artistry and fine craftsmanship.
Over The Decades
Three decades on from its opening, Boodles showroom within Harrods maintains the warm, inviting feel that set us apart 30 years ago, with our signature pink colour being a point of reference within the jewellery hall. Similarly to our evolution as a brand, we may have expanded from a once regional jeweller in Liverpool, but our ethos remains the same: fully committed to offering a warm and friendly service - welcoming clients both new and existing, into the world and family of Boodles.
The design of the original Boodles space within Harrods, 30 years ago, reflected a sense of warm elegance and simplicity. Gold-grained oak furniture was created by the studio of David Gill, while the seating drew on welcoming shades of yellow, pink, and green – two of which remain part of our palette today. Terracotta walls completed the look, giving the space its signature warmth.
"A strong and successful presence in London
has led us to seek a place in what is one of
the most famous jewellery centres in the
world and we are naturally looking forward
to joining Harrods." (1995 press release)
