Boodles, the British family-owned jeweller, has demonstrated notable resilience in the luxury retail sector despite broader economic challenges faced by the industry. In the year ending February 2026, the company reported an 18 percent increase in sales, reaching £147 million, along with pre-tax profits of £23 million. This momentum continued into the first half of the current financial year, with sales rising by a further 6.6 percent.
The firm, now in its sixth generation of family ownership, credits its sustained performance to a combination of targeted customer engagement and the relative financial security of its clientele. James Amos, co-managing director alongside his cousin Jody Wainwright, noted that while spending at the top end of the market remains robust, there has been cautiousness among entry-level buyers, who tend to spend between £4,000 and £5,000. Amos highlighted that the company’s customers, often successful business owners or entrepreneurs, typically have a deliberate approach to purchasing jewellery, often treating it as a significant event.
Founded in Liverpool in 1798, Boodles has a long heritage and has expanded its retail footprint to ten stores across the UK and Ireland, including London, Liverpool, Manchester, Chester, Leeds, and Dublin. The company's Leeds showroom saw impressive sales growth, described as “strong double digits,” despite its proximity to Harvey Nichols, a department store that recently was acquired out of administration.
Boodles specializes in rare diamonds, notably pink diamonds, and offers high-value pieces such as the 5.54-carat Victoria Falls ring priced at £420,000. To enhance its supply of these gems, the company acquired the Argyle Pink Diamonds brand from mining giant Rio Tinto in October 2026.
A key component of Boodles’ customer retention strategy lies in hosting a high volume of events—between 300 and 350 annually—including dinners, afternoon teas, and appearances at prestigious social occasions like the Chelsea Flower Show and Burghley Horse Trials. This approach aims to foster close relationships and build trust with both new and long-established clients, reflecting changes in consumer shopping habits.
The company’s commitment to British craftsmanship and heritage remains central to its brand identity, with approximately 90 percent of its customers based in the UK. However, Boodles is actively pursuing international growth, planning to open its first store in the United States within the next few years and exploring opportunities in the Middle East.
The jeweller’s history reflects a legacy of perseverance through challenging periods. Amos recounted how, following the deaths of his grandfather’s predecessors in 1945, the business was advised to close due to post-war economic hardships. Despite this, the family continued operations, eventually expanding into London in 1987 under the leadership of subsequent generations.
Boodles’ focus on original design emerged in 1990 with the launch of its in-house collection, spearheaded by design director Rebecca Hawkins. Hawkins created the Raindance ring, which has become an iconic piece now part of the Victoria & Albert Museum’s permanent jewellery collection.
Looking ahead, the company’s leadership emphasizes a responsibility to sustain and grow the business while maintaining its heritage, aiming to leave it “in better shape than we found it” for future generations.