Welcome to the second edition of The Insider, Moriarty Events’ exclusive look behind the scenes of luxury event production, industry insights, and expert conversations. As we move into spring - a season of new beginnings and unforgettable celebrations - we turn our focus to the world of bridal fashion.
As the sixth-generation custodian of British jeweller Boodles, Michael Wainwright has helped transform a heritage brand into a modern luxury powerhouse — all while keeping its family values at heart. With a long-term mindset and a flair for hospitality, Boodles now shines just as brightly at events like the Chelsea Flower Show and Boodles Tennis as it does on Bond Street.A kindred spirit to Moriarty, Boodles shares our belief that luxury is more than product — it’s about people, storytelling, and creating meaningful experiences. In this Insider interview, Michael reflects on four decades of innovation, digital evolution, and why real luxury is never rushed.
‘Quiet luxury’ and understated wealth are reshaping high-end consumer tastes. How does Boodles innovate while staying true to its heritage?
Boodles is always trying to innovate. Examples of this over the years are expansion into London, sponsorship of events, sales exhibitions overseas and high-end shop refurbishments. Being a family business, we do everything for the very long term. In my opinion, this is essential in a luxury business. We will not be compromised into making short-term decisions which may benefit short-term profitability but not the Boodles brand in the long term. As there are no external shareholders to appease, this is a straightforward choice.
With luxury moving towards experiential engagement, how does Boodles cultivate deeper relationships with its clientele beyond jewellery?
Forty years ago when I joined the business, Boodles just had shops. Now, a significant portion of our business is conducted at the many events we host or sponsor. Examples of the events are the Cheltenham Gold Cup, Chelsea Flower Show, Royal Ballet, Boodles Tennis the week before Wimbledon, and Salon Privé at Blenheim Palace. Many of our customers have time on their hands because they have sold their own business, and whilst they enjoy purchasing Boodles jewellery, they also very much enjoy the events we host. I believe this is one of the reasons why this category of customers shops at Boodles. When someone sells their business, they have two things – wealth and time in which to spend it.
Luxury e-commerce is evolving, but high-value jewellery often relies on personal relationships. How does Boodles approach digital innovation while preserving its intimate client experience?
Digital has grown dramatically since before the Pandemic. Total digital sales are 4% of our annual revenue, which means approximately £5 million. Pure click-and-buy is only 1% and tends to be for the lower value ranges we offer. However, we receive e-enquiries from all over the world, which precipitate conversations on Zoom or WhatsApp between our digital team and the customer. It just amazes me, in the last two or three years, how relatively easy it has become to sell things remotely with the right team in place. We have an exceptionally dynamic team in E-Commerce and they are frequently travelling as far as the USA and Continental Europe, as well as around the UK, to show jewellery or deliver high-value pieces. It is growing at an exciting rate.
Boodles has a distinct artistic identity. If you could collaborate with any non-jewellery designer, who would it be and what would that collaboration look like?
We have never collaborated with a fashion brand before, but it could be interesting to collaborate with a brand such as Burberry to create a fashion item that is inspired by Boodles and accessorized with jewellery-inspired details such as Be Boodles motif stitching or buttons to echo some of our significant designs.
How do you define luxury today? Has your perception of it evolved throughout your career?
I think luxury is what people aspire to once the other bills have been paid. Spending on luxury goods definitely gives somebody a feel-good factor.
Jewellery, however, is more than luxury — it has been proven that quality jewellery holds and gains its value over a period of time. My perception of luxury has not changed.
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