For luxury and premium brands, collaborations have become a crucial strategy for fostering innovation, expanding customer base, and enhancing reputation. Partnerships, such as the popular Hermès x Apple collaboration, generate a distinctive synergy, merging the prestige of both brand identities to create exclusive products and experiences.
For our client Boodles especially, partnerships and collaborations have been a pivotal part of their growth strategy in recent times. Over the years, Boodles has established numerous partnerships and collaborations that have been an important part of the development of the brand today. Founded in 1798, Boodles is one of the last remaining family-owned jewellers on London’s Bond Street and has grown from being a county jeweller to becoming a leading British luxury brand, with ten shops across the UK and Ireland. For six generations, Boodles has been managed by one family from its Head Offices in Liverpool and London. Last year, Boodles were named by Walpole, as Best British Luxury Brand of the Year 2023.
We believe part of the reason why Boodles are the Best British Luxury Brand of the Year, comes down to the fact that they have been able to stay true to their long-standing values and heritage, whilst modernising the business through their approach to digital innovation, ecommerce strategy, and their participation in some well-thought through collaborations that can be experienced by their customers both online and offline. We interviewed Laura Edwards, Boodles' Digital Marketing Manager, to learn more about how the brand uses strategic collaborations to generate meaningful connections and access new markets.
What has been the most successful collaboration for Boodles, and why?
One of the most successful partnerships for Boodles has undoubtedly been with Patek Philippe, widely regarded by many as the world’s greatest watch brand. Patek Philippe is the only watch manufacturer to enjoy a relationship with Boodles, and is the last family-owned independent watchmaker in Geneva. Like Boodles, their independence provides total creative freedom – allowing them to focus on designing and making exceptional timepieces. Sold in Boodles showrooms since the early 1990s, the 220th anniversary of Boodles was celebrated in 2018 with the launch of a very special Patek Philippe World Time wristwatch. Uniquely, Liverpool replaced London as the city in the twelve o’clock position, a nod towards the heritage of Boodles. This collaboration has not only strengthened the Boodles brand but also resonated with our customers, who appreciate the shared values of craftsmanship, innovation, and heritage.
Recently, Unified and Boodles worked together to launch ‘The Boodles National Gallery Collection’ online. How did this collaboration come about, and how was it represented in the jewellery designs?
Conversations about a potential collaboration with the National Gallery began back in 2016. There was excitement about the idea, but a keen sense to wait for the perfect opportunity. This year marked The National Gallery 200th anniversary and to celebrate, Boodles designed a new collection inspired by the National Gallery’s Masterpieces.
Our designers had special access to the historic collection of paintings in the Gallery, eventually settling on four artistic inspirations. Three sub-collections take inspiration from artistic techniques: Play of Light, Brushstrokes, and Perspective. A fourth, Motherhood, acknowledges a theme that also runs through some of the Gallery’s paintings – as evidenced by representations of maternal love. Every piece of jewellery is directly inspired by the masterpieces within the Gallery, and the textures and techniques picked up by the designers allow them to all tell their own unique story.
Boodles' National Portrait Gallery Collaboration, 2024
Are there any other noteworthy collaborations that Boodles has participated in?
Chelsea Flower Show
Boodles has been a key sponsor of the RHS Chelsea Flower Show, collaborating with top garden designers to create stunning gardens inspired by Boodles’ jewellery collections.
The Royal Ballet
In 2015, Boodles launched the Pas de Deux collection with The Royal Ballet, featuring over 30 pieces inspired by dancers' movements, created through privileged access to rehearsals and archives.
Cullinan Mine
Boodles has a strong business relationship with the owners of South Africa's Cullinan Mine, famous for the world's largest rough diamond. In 2022, to celebrate Queen Elizabeth II’s Platinum Jubilee, Boodles introduced the Peace of Mined collection, highlighting diamonds from this legendary mine.
Ashoka Diamonds
Boodles offers exclusive Ashoka cut diamonds in the UK, known for their brilliance and unique 62-facet design. This cut, developed by William Goldberg in New York, combines the elegance of emerald cuts with the radiance of brilliant cut . Today, the directors of Boodles work closely with William Goldberg’s son Saul and his grandson Ben. It’s an enduring, valued relationship, 'where business is founded on trust and deals are done with a handshake.’
Single Mine Origin Gold
Boodles sources all their gold from the Ity Mine in West Africa, ensuring ethical practices and support for local communities. Each piece is traceable, reflecting Boodles' commitment to corporate and social responsibility.
The Savoy
Boodles, celebrating over a decade since opening their Savoy showroom, created The Savoy Collection, inspired by the hotel's Art Deco elegance. The collection features radiant cut diamonds set in Single Mine Origin gold, echoing the hotel's iconic design elements.
Can you explain more about the Boodles charitable initiative?
Our values are firmly rooted in family, compassion, and charity, emphasising the importance of giving back to those in need, particularly within communities that have significantly influenced our journey. We support a diverse range of charities, focusing on education for children and providing water to underprivileged areas. Last year, Boodles made notable donations to 20 different charities, both locally and internationally.
In recent years, we have engaged directly with several of these organisations, including visits to the Ukrainian border with Hope and Homes for Children, and the Cullinan School in South Africa. Boodles believes in a hands-on approach with their partners, alongside providing essential financial aid. Each year The Boodles Charitable Trust selects a ‘Charity of the Year’ and this year ‘Just a Drop’ has been chosen due to the fantastic work they do around the world in bringing safe and sustainable water solutions to some of the most vulnerable communities.
What are the most important considerations for Boodles when embarking on a new collaboration?
When Boodles considers a new collaboration, a number of factors are considered. Sharing similar values such as a commitment to quality, customer service, integrity, and luxury are hugely important.
The target audience is another consideration. The demographics should align to appeal to a shared customer base, as well as potentially opening up to new audiences that could become future customers. Additionally, a focus on sustainability is increasingly vital as well as a good reputation, ensuring they are respected and trusted within their industry.
Has a collaboration ever opened a new audience for Boodles?
Growing the Boodles brand is always something that is considered, and partnerships can benefit commercially as well as increasing brand awareness to new audiences. The public profile of Boodles increased greatly when Channel 4 aired The Million Pound Necklace documentary in March 2014. Cameras followed the Boodles team behind the scenes, for four months, telling the story of the making of the Greenfire emerald suite which was at that time, the most valuable jewellery collection ever made by the company.
A few years ago, Boodles started sponsoring the Cheltenham Gold Cup, which saw the brand being promoted on a world stage. The festival is regarded as the pinnacle of jump racing, making it the perfect fit, having been a committed supporter of the Cheltenham Festival since 2014. Heritage is an important area and in 2022, Boodles partnered with The Lady Lever Gallery to open an exhibition celebrating the history of the brand with emphasis on Northwest where Boodles was founded. The exhibition was visited by over 60,000 people.
What considerations go into marketing a new collaboration?
When developing a new collaboration, marketing is always at the forefront as it is a way to promote the initiative. Having a story behind the collaboration is the most important aspect, as it makes the collaboration more interesting to promote and helps keep jewellery designs unique. Traditional marketing as well as digital marketing are always important considerations and making sure that there is consistency between print, digital and PR creates a stronger story. Boodles uses video as a medium for storytelling, as well as impactful photography that showcases jewellery designs in a creative and luxurious way. Traditional print-based brochures are used especially as a way of interacting with current customers. Digital marketing on social media, website and email are great ways of communicating a collaboration to new and existing customers as they are often mediums with the greatest reach.
How do you translate events, collaborations and endorsements through ecommerce channels? In terms of giving it the right aesthetic, attracting the right audience, encouraging sales etc.
Boodles targets certain audiences using paid media on platforms such as Meta and Google to demographics that are likely to be interested in Boodles. Ensuring brand consistency with assets across all platforms is hugely important, and prioritising the most commercial or interesting assets on the website helps with this. Statistics and A/B testing help influence what is interesting to potential customers, while clear call-to-actions encourage engagement, whether that be through booking appointments or through click and buy on the website. Email marketing campaigns are tailored to the Boodles mailing list and consideration is given to what is likely to be successful in Boodles showrooms as well as through ecommerce channels. As some collaborations target different audiences such as those interested in high jewellery as opposed to just selling through the Boodles website, brand awareness is also a key factor that is considered as well as increasing footfall into Boodles stores and online.
Conclusion
Boodles' successful partnerships with esteemed brands like Patek Philippe and The National Gallery illustrate how collaborations amongst the luxury sector can create unique, meaningful connections with customers. Additionally, Boodles' commitment to charitable initiatives and ethical sourcing underscores its dedication to corporate and social responsibility. By carefully selecting partners who share similar values and target demographics, Boodles has successfully opened new audiences and increased its brand visibility.
Through a thoughtful marketing strategy that includes both traditional and digital channels, Boodles ensures that each collaboration is effectively communicated and promoted to their target demographic. This comprehensive approach not only drives sales but also strengthens brand loyalty and awareness. Ultimately, Boodles' success story demonstrates the significant impact that well-executed collaborations can have on a luxury brand, enabling it to thrive in a competitive market while staying true to its heritage and values.
If you're a brand looking to launch a partnership or collaboration online, Unified can support. Contact us to start a conversation.
