Keeping it in the Family

The feeling that Boodles is a family company comes through in everything that we do. If you talk to anyone who works at Boodles they’ll say that being there feels like being part of a family. This isn’t some heavily drilled corporate mantra: it comes from working in an environment where Nicholas, Michael, Jody and James understand that nothing beats the personal touch.

The feeling that Boodles is a family company comes through in everything that we do. If you talk to anyone who works at Boodles they’ll say that being there feels like being part of a family. This isn’t some heavily drilled corporate mantra: it comes from working in an environment where Nicholas, Michael, Jody and James understand that nothing beats the personal touch.

Yasmin and Amber Le Bon

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.

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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.

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Also featured in the campaign are jewellery pieces from Be Boodles, where the capital ‘B’ of the company’s name becomes an abstract and feminine motif.

Delicate shapes set the tone, their soft curves and openwork patterns taking a cue from antique lace. Lace informs the colours here too, with the neutral tones we associate with that fabric coming through in white diamond designs. This is offset using classic rose gold, in a colour combination much loved by the brand over past decades.

Yasmin and Amber Le Bon

Also featured in the campaign are jewellery pieces from Be Boodles, where the capital ‘B’ of the company’s name becomes an abstract and feminine motif.

Delicate shapes set the tone, their soft curves and openwork patterns taking a cue from antique lace. Lace informs the colours here too, with the neutral tones we associate with that fabric coming through in white diamond designs. This is offset using classic rose gold, in a colour combination much loved by the brand over past decades.

Yasmin and Amber Le Bon

You’ll also spot a glimpse of Ashoka® — the marvellous, scene-stealing cut which Boodles is rightfully known for. No one else in Britain offers this styling: impactful yet un-ostentatious; elegant, while packing some oomph. It really is a ‘wow’ of a diamond, and certainly one to treasure through the generations.

You’ll also spot a glimpse of Ashoka® — the marvellous, scene-stealing cut which Boodles is rightfully known for. No one else in Britain offers this styling: impactful yet un-ostentatious; elegant, while packing some oomph. It really is a ‘wow’ of a diamond, and certainly one to treasure through the generations.