The Boodles Townhouse
Boodles is proud to open the doors to its new London flagship at 23 Old Bond Street.
Inside The Boodles Townhouse
Known as The Boodles Townhouse, this four-storey space has been designed as a home away from home, bringing together the jewellery, stories and people behind the brand. From The Raindance Bar and Argyle Lounge to the Archive Rooms and Secret Garden, each space reveals a different chapter of the Boodles story. The details throughout The Townhouse reflect the collections, the family’s Liverpool roots and the many artists, makers and craftspeople who have helped bring the space to life.
The Grand Hall
Step through the Listed Georgian doorway, framed in Portland Stone, into the Grand Hall, where Boodles-pink marble and bespoke British craftsmanship set the tone. Plum-blossom chandeliers, handcrafted plasterwork and Aiveen Daly’s Tree of Memories, inspired by the laburnum tree and Boodles’ Secret Garden collection, complete the space.
RHS Chelsea Flower Show Gallery
On the first floor, a bespoke mural by Norfolk-based appliqué specialist Claire Coles extends from the wall onto the ceiling. Hand-painted with delicate flora and fauna inspired by Boodles’ Secret Garden collection, it creates an immersive moment within The Townhouse and brings one of Boodles’ most recognisable design stories to life.
The Racing Room
The Racing Room celebrates Boodles’ longstanding connection with racing, with saddle-inspired details, framed jockey silks and photographs bringing the theme to life. Boodles’ racing heritage dates back to the 1930s, when our silversmiths first crafted Grand National trophies. Since 2022, we have sponsored the Cheltenham Gold Cup. The room also features a jockey screen inspired by Chairman Michael Wainwright’s racehorse silks, alongside the original Listed fireplace.
Materials and makers
The Boodles Townhouse brings together a network of makers and craftspeople, many of them British, independent and family-run businesses themselves. From the outset, the vision was to restore the building in a way that felt sympathetic to its architectural origins, while celebrating the very best of British craftsmanship. Those involved were chosen not only for the quality of their work, but for their approach to provenance and sustainability, and the stories behind their craft.
Portland stone, ethically quarried in Dorset, forms the shopfront, while Rosa Tea pink marble introduces a subtle reference to Boodles’ signature colour throughout the ground floor. Hand-painted ceilings, bespoke leatherwork by London-based textile artisan Aileen Daly and decorative plasterwork by Sheffield-based Hodkin & Jones, founded in 1868, add further layers of craftsmanship.
‘This is the rub-a-lantern-and-make-a-wish version of Boodles: the best place on Bond Street to enjoy beautiful jewellery. My brother Nicholas and I know that to see this would have made Dad so proud.’
Boodles Bond Street
23 Old Bond Street,
Mayfair,
London
W1S 4PZ
Opening Hours
Monday - Saturday: 10am to 6pm
Sundays and Bank Holidays: closed
