The new address expands the family-owned British jeweller from 8 250 sq ft over five floors to 13 170 sq ft across seven. Rather than treating the additional space simply as a larger showroom, Boodles has created the Townhouse to feel more like a private home, with its collections, history, and British craftsmanship woven through the interiors.
That idea carries into individual rooms. The Raindance Bar references one of Boodles’ best-known collections, while the Argyle Lounge draws on the house’s long association with rare pink diamonds from Australia’s now-closed Argyle Mine. Two archive rooms trace the company’s Liverpool origins back to 1798.
The courtyard garden by Catherine MacDonald also plays a central role. Reflecting Boodles’ long involvement with the Chelsea Flower Show, it has inspired the new 23 Old Bond Street Suite, which was unveiled on October 8. The design is based on the hellebore, with the flower’s petals, stamens, and finer details reworked to suggest several blooms.
The collar and earrings feature more than 900 pink and white diamonds, including rare Argyle pink diamonds, set in platinum and 18kt Single Mine Origin rose gold. The use of Argyle stones creates a direct link to the Townhouse’s Argyle Lounge.
British makers and materials appear throughout the building, too, from Dorset-mined Portland stone and hand-painted ceilings by Norfolk artist Claire Coles to bespoke leatherwork and decorative plasterwork by independent British craftspeople.
