This new campaign marks a bold step forward in our ongoing evolution and ambition, in line with the sixth generation of the family taking the helm. It also signals a new creative direction, featuring renowned model Giedre Dukauskaite – a move away from the ambassador-led approach we’ve traditionally taken. We chose Giedre for her classic ‘British’ elegance, combined with a model’s aesthetic and a stronger visual presence. Opting for a model rather than an ambassador feels right for this moment in Boodles’ story – a moment where our jewellery can truly speak for itself, without the need for a celebrity wearing it.
At the heart of the campaign are some of the most exceptional pieces we’ve ever created, including an extraordinary 2.08-carat pink diamond and a suite featuring some of the finest emeralds Boodles has ever owned. These pieces reflect our continued commitment to becoming the definitive destination for pink diamonds worldwide, while also highlighting our connection to the Ashoka diamond – Boodles remains the only retailer of this cut in the UK. We have also included iconic collections – Be Boodles, Play of Light, and of course Raindance – to highlight their wearability.
The campaign follows an aspirational day in the life of a Boodles client: from a garden at a country house to an art gallery, and finally to an evening at a chic bar in London. While the settings are romantically elevated, there’s an understated charm and a sense of quiet luxury that we hope many will find relatable. It’s a reflection of our British roots and our ethos: aspiring to be exclusive but never excluding.
This is the most significant investment we have ever made in a campaign, and we’re proud to have collaborated with some of the most respected names in the industry, including photographer Josh Olins, stylist Clare Richardson, and Creative Director David James.
