Keeping it in the Family
This deeply held conviction is what inspired the idea for Boodles latest campaign — touching upon family, and jewellery’s special place in it — with well-known family members — the iconic British supermodel Yasmin Le Bon and her eldest daughter Amber, a DJ and model in her own right.
Conveyed through the campaign is a strong sense of the importance of jewellery in creating memories, and telling stories. Yasmin expresses that ‘jewellery needs to be worn, it needs to have a life, you need to give it a tale to tell’, and Amber agrees that ‘memories and jewellery go hand in hand together.’
Chalk Stream
The images depict mother and daughter looking beautifully at ease while wearing new pieces designed to highlight the brand’s soft pink, ultra-feminine tones. Collections featured in the ads include Chalk Streams, which see white diamonds and platinum being woven together to conjure images of the flora found in these clear and peculiarly British habitats.
The Tide
Another collection, Tide, is named after a woodcut by landscape artist Paul Nash. Throughout the suite, rhythmic diamond patterns echo the impression left on sand as waves gradually roll in to the shore. There’s a sense of sky and ocean converging, perhaps stopped only by a slim headland.
