A new creative direction for a revered jewellery brand.

The story so far

Founded in Liverpool in 1798, Boodles is one of the world’s oldest and most revered fine jewellery companies. Through the decades, it has been shepherded by six generations of the same family and is now under the wing of brothers Nicholas and Michael Wainwright, and cousins Jody and James Amos. In 2020, Shopify specialists LogicSpot enlisted Diligent's design expertise on a project to move Boodles from Magento 2 to Shopify, with us leading the creative direction. We saw it as the perfect opportunity to blend our luxury design flair with LogicSpot’s technical excellence, and set about re-imagining how we could bring the Boodles brand to life online.

A wake up call for online retail

2020 was a watershed moment for businesses everywhere and the changing landscape meant Boodles were keen to further elevate their online storefront. Our task was to create a look and feel that would make it easier and more enjoyable for their customers to shop online, reach a wider international market and truly reflect the playful Boodles personality.

Our approach

At the heart of our approach was the commissioning and creative direction of new photography. We wanted people to see Boodles products being worn in a more relaxed, contemporary way. Now, a visit to their online store showcases a stunning product range wearable for every occasion and event - beyond the ballroom all the way to the beach! By styling the imagery in a way that speaks to successful working women we broadened Boodles’ appeal to international customers and positioned them as the modern, forward-looking brand that they are.

Added sparkle

At a time when store shutters were closed the world over, we were determined that an online visit to Boodles would feel just as special as a real-life visit. That meant no templates, no shortcuts. Every design element on the new site is totally bespoke, designed to create a luxury experience. And to give customers confidence in their purchases, we introduced new elements like a downloadable ring size guide you can open on your phone, and the option to book virtual appointments.

The end result

Exploring Boodles' new Shopify site is a pleasure for discerning jewellery customers all over the world. Already, we are seeing encouraging results from the union of our creative direction and LogicSpot’s seamless UX.
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