Who Is Boodles? The British Jeweller Since 1798, Explained (2026)

Boodles is a British fine jeweller with roots in 1798, owned and run by the Wainwright family for six generations, with its head office in Liverpool and its flagship on London’s Bond Street. It is best known for the Raindance cluster ring, which the V&A Museum placed in its permanent jewellery gallery in 2010, and for being the only European jeweller entrusted with the Ashoka diamond cut. Coveti carries 997 new pieces from the house, so you can browse the full Boodles collection alongside the wider fine jewellery edit.

Key facts about Boodles

• 1798: the Kirk family establish the jewellery business that would later acquire Boodle and Dunthorne.
• 1910: Herbert and Harold Wainwright buy the stock, premises and goodwill of Boodle and Dunthorne in Liverpool.
• 1921: Boodles House opens on the corner of Lord Street and North John Street, Liverpool. It is still the head office today.
• 2004: Boodle & Dunthorne becomes simply Boodles. The first Bond Street shop follows in 2007.
• 2010: the V&A Museum invites Boodles to display the Raindance ring in its permanent jewellery exhibition.
• 2023: Boodles wins British Luxury Brand of the Year at the Walpole British Luxury Awards.
• March 2024: sixth generation family members James Amos and Jody Wainwright become Joint Managing Directors.

Who is Boodles?

Boodles is an independent, family owned jewellery house that designs its pieces in house and trades from its own showrooms in London, the North West of England and Dublin. The company describes itself as a sixth generation British jeweller, and its design language centres on diamonds, coloured gemstones and a signature shade of pink.

The name comes from Boodle and Dunthorne, an old Liverpool firm that the Wainwright brothers bought in 1910. The business traded as Boodle & Dunthorne for most of the twentieth century and shortened its name to Boodles in 2004.

What sets the house apart is a mix of heritage and access to rare stones. Boodles holds a European exclusive on the Ashoka cut, has bought Argyle pink diamonds since 1998, and now works with the last remaining Argyle stock. Its design studio regularly produces themed high jewellery collections, from the Royal Ballet inspired ‘Pas de Deux’ in 2015 to a 2024 collection marking 200 years of the National Gallery.

Is Boodles a luxury brand?

Yes, Boodles is a luxury brand by any practical measure: it sells fine jewellery in platinum and gold set with natural diamonds and precious gemstones, it trades from London’s Bond Street, and it was named British Luxury Brand of the Year at the Walpole British Luxury Awards in 2023.

Price is the clearest signal. Across the 997 Boodles pieces at Coveti, prices start at $1,510 for a plain platinum wedding band and reach $11,574,880 for The Cullinan Legacy Necklace. The median piece sits at $34,080. That is fine jewellery pricing, set by natural diamonds, precious gemstones and precious metals.

Other markers back this up. Boodles and Patek Philippe had worked together for twenty five years by 2018, when the watchmaker produced a special World Time Ref. 5230G-012 for the jeweller’s 220th anniversary. Boodles diamonds are typically selected in the D to G colour range, and its diamond rings have the carat weight engraved inside the shank.

What is the history of Boodles?

The Boodles story runs from a Georgian jewellery business through a Victorian watchmaker’s apprentice to a modern Bond Street house. Here are the chapters that matter.

1798 to 1910: Kirk & Co and the Wainwrights

The Kirk family set up a jewellery business in 1798. In 1878 a young Henry Wainwright was apprenticed to his uncle, the Leicester watchmaker William Wainwright, where he learned the trade. Henry later managed Kirk & Co at 7 Parker Street, Liverpool, a firm that made chronometers for the Admiralty. He became owner of its Liverpool branch in 1898, and when his sons Herbert and Harold joined him the business became H Wainwright & Sons.

In 1910 the two sons broke away and bought Boodle and Dunthorne, a well stocked jeweller specialising in objets d’art, silver, antiques and gold pocket watches.

1921: the Liverpool head office

Harold was killed in the Great War. In 1921 Henry and Herbert opened Boodles House on the corner of Lord Street and North John Street in Liverpool, and that building remains the head office today. Liverpool’s merchant wealth shaped the early business, a link the Lady Lever Gallery explored in its 2022 exhibition ‘Pure Brilliance: The Boodles Story’.

1945 to 1992: expansion beyond Liverpool

Captain Anthony Wainwright joined in 1939, served in Burma during the war and took over in 1945. He opened a second shop in Chester in 1965 and a third in Manchester in 1980. During these years Boodle & Dunthorne made the solid silver stand for one of Princess Elizabeth’s wedding cakes in 1947 and the gold trophy for the 1958 Grand National winner Mr What.

1987 to 2007: London and Bond Street

The first London shop opened opposite Harrods in 1987. In 1992 Nicholas and Michael Wainwright took full control, opened more London shops and built a dedicated design team. The architect Eva Jiricna redesigned the shops from 1997, the name changed to Boodles in 2004, and the first Bond Street shop opened in 2007.

2000 to today: Raindance and high jewellery

The Raindance ring was created in 2000 and entered the V&A’s permanent collection display in 2010. Since then the house has launched themed high jewellery collections, adopted Single Mine Origin gold in 2021, introduced the traceable Peace of Mined diamonds in 2022, and won a gold medal at the RHS Chelsea Flower Show 2025 with a Raindance garden. Our Boodles Raindance guide covers that collection in full.

Who owns Boodles?

Boodles is owned and run by the Wainwright family. In March 2024 James Amos and Jody Wainwright, both sixth generation family members, were appointed Joint Managing Directors, taking over from Michael Wainwright, who became Chairman. Nicholas Wainwright continues to support the business as President.

The next generation is already involved. Their cousins Honour and Geordie support the business. Honour is Director of Marketing, and Geordie spent time cutting Ashoka diamonds at the Goldberg workshop in New York. The two pocket watches William Wainwright made in Leicester belong to the family story too: he is the great great great great uncle of the youngest generation running Boodles today.

What is the Ashoka diamond?

The Ashoka is a patented diamond cut with 62 facets, created by the William Goldberg family in New York and exclusive to Boodles in Europe. It looks roughly 30 percent larger and brighter than an emerald cut diamond of the same carat weight.

William Goldberg and his son Saul spent years perfecting the cut and secured the patent in 1999. Fewer than one percent of rough diamonds can achieve the Ashoka shape, because only longer rough stones have the right proportions, and a single stone can take up to six months to cut and polish. The cut follows the Golden Mean ratio and is named after an ancient Indian emperor from 300 BC.

In practice the Ashoka combines the clean outline of an emerald cut with the sparkle of a brilliant. It sits low on the finger, which makes it a strong choice for an engagement ring worn every day. At Coveti, 66 pieces carry Ashoka diamonds, from the Classic Ashoka Diamond Yellow Gold Wedding Band at $10,930 to the Trilogy Ashoka Cut Platinum Diamond Engagement Ring and beyond. For help choosing a shape, read our engagement ring guide and see every engagement ring we stock.

What is Boodles Single Mine Origin gold?

Since 2021, Boodles has used Single Mine Origin (SMO) gold in all its jewellery. As the name says, SMO gold comes from one identified mine rather than a pooled supply, which gives the house a clearer record of where its metal starts.

It sits within a wider traceability programme. The Peace of Mined collection, launched in 2022, uses diamonds that are traceable from the ground to the finished piece, and Boodles has partnered with the Diavik Mine on this work. Diavik closed in March 2026, so its diamonds are now finite, and Boodles holds a selection of them. You can see one in the Florentine Round Diavik Diamond Yellow Gold Engagement Ring. The house has also used traceable diamonds from the Cullinan Mine.

Why are Argyle pink diamonds important to Boodles?

Argyle pink diamonds matter to Boodles because the house has bought them since 1998, pink is its signature colour, and it is now entrusted with the last remaining Argyle stones and the future of the Argyle Pink Diamonds brand.

The Argyle mine in Western Australia produced more than 90 percent of the world’s pink diamonds before it closed in 2020. Even at its peak, less than one percent of its output was pink, and only 50 to 70 stones a year were good enough for the annual Argyle Pink Diamonds Tender. Before the closure Boodles joined the Argyle Select Atelier Programme to choose important pink diamonds directly from the mine. The remaining stones will form part of the Boodles 2027 High Jewellery collection.

Coveti lists 84 Boodles pieces with pink diamonds, from the Secret Garden Pink Diamond Flower Ring at $7,200 to the Raindance 25 Pink and White Diamond Platinum Ring. Our pink diamonds guide explains how they are graded by hue, tone and saturation.

What are the key Boodles collections?

Boodles organises its jewellery into named collections, each with a clear design idea. The table below shows the main ones and what each costs at Coveti today.

For a first Boodles piece, the Be Boodles Classic Motif Yellow Gold Ring and the Roulette Yellow Gold Diamond Flip Earrings are among the most accessible entry points. The Beach Star Diamond Platinum Pendant works as an easy everyday necklace. For the house signature, start with the Raindance Classic Platinum Diamond Ring.

Why buy Boodles?

There are four solid reasons to choose Boodles over a larger international name.

• Design you will not see everywhere. Boodles designs its pieces in house, and its collections are distinctive. The Raindance cluster is recognised by a national museum as an icon of British jewellery design.
• Access to rare stones. The Ashoka cut, Argyle pink diamonds and Diavik diamonds are all finite and hard to source. Boodles has privileged access to all three.
• Diamond standards. The house typically selects diamonds in the D to G colour range, rejects a high proportion of certified stones on looks alone, and generally certifies diamonds over three quarters of a carat.
• Family continuity. A sixth generation family business has every reason to protect its name. Boodles buys diamonds only from suppliers who guarantee they are non conflict, in line with United Nations resolutions.

If you are weighing Boodles against other houses, compare it with Cartier, David Yurman and Messika, and read our overview of British fine jewellery houses. For bold single stones, our statement rings edit is a good next stop.

Every Boodles piece at Coveti is new and authenticated, and ships insured worldwide by DHL Express and FedEx, mostly Delivered Duty Unpaid. Browse by type in fine rings, diamond necklaces, fine earrings and diamond bracelets.

Frequently asked questions

Is Boodles a luxury brand?

Boodles is a luxury brand: it sells platinum and gold fine jewellery set with natural diamonds from its Bond Street flagship, and it won British Luxury Brand of the Year at the Walpole British Luxury Awards in 2023.

Who owns Boodles?

Boodles is owned by the Wainwright family, and since March 2024 it has been led by sixth generation Joint Managing Directors James Amos and Jody Wainwright, with Michael Wainwright as Chairman and Nicholas Wainwright as President.

When was Boodles founded?

Boodles traces its origins to 1798, when the Kirk family established the jewellery business that later acquired Boodle and Dunthorne, which the Wainwright brothers bought in 1910.

Where is the Boodles head office?

The Boodles head office is Boodles House on the corner of Lord Street and North John Street in Liverpool, which the family opened in 1921.

What is the Boodles Ashoka diamond?

The Boodles Ashoka diamond is a patented 62 facet cut made by the William Goldberg family in New York, exclusive to Boodles in Europe, that looks about 30 percent larger than an emerald cut diamond of the same carat weight.

What is the most famous Boodles ring?

The most famous Boodles ring is the Raindance ring, created in 2000 and chosen by the V&A Museum’s jewellery curator in 2010 for its permanent exhibition as an icon of British jewellery design.

Does Boodles use Argyle pink diamonds?

Boodles has bought Argyle pink diamonds since 1998 and is now entrusted with the last remaining Argyle stones, which will feature in its 2027 High Jewellery collection.

How much does Boodles jewellery cost at Coveti?

Boodles jewellery at Coveti ranges from $1,510 for a platinum wedding band to $11,574,880 for The Cullinan Legacy Necklace, with a median price of $34,080 across 997 pieces.

Shop Boodles at Coveti

From a first Be Boodles ring to Ashoka engagement rings and Raindance pink diamond high jewellery, the full range is in one place. Explore the Boodles hub at Coveti and find the piece that suits you.