Boodles
23 Old Bond Street, W1S 4PZ
W1S 4PZ
Mon-Sat 10am-6pm, Sun closed
Green Park (4 min walk)
Bond Street
Established British and global names with Bond Street flagships
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What it's like to shop at Boodles
Boodles was founded in Liverpool in 1798 and is still run by the Wainwright family, now in its sixth generation. Its London flagship has moved: it's now a four-storey townhouse at 23 Old Bond Street. Many directories still show the old 178 New Bond Street address — ignore them.
Boodles publishes its prices, which puts it ahead of most of Bond Street. Engagement rings on the UK site start at £2,700 (Boodles Brilliance in rose gold) and go up to £220,000. The collections are Boodles Brilliance, Classic, Florentine, Harmony, Petal, Trilogy and Vintage.
Two things are genuinely distinctive. First, the Ashoka cut: a 62-facet, rounded-rectangle diamond that looks up to 30% larger than an emerald cut of the same weight. Boodles holds it exclusively in Europe. Second, traceability. Boodles buys some rough diamonds directly from mines, including Cullinan, and its "Peace of Mined" pieces can be traced back to the mine.
Natural diamonds only — there's no lab-grown range. Boodles also offers a bespoke design service, starting with a consultation with its Head of Bespoke.
Our view: Boodles is the most transparent house on Bond Street. You can see the price online before you walk in, which is exactly how we think you should buy. You're still paying a premium for the name. Note the price of the ring you like, then compare a GIA stone of the same spec on Hatton Garden. If the Ashoka cut is what you want, though, this is the only place in Europe to get it.
Quick facts
Family jeweller, Bond Street townhouse
Mine-traceable diamonds, the Ashoka cut (exclusive in Europe), bespoke design service
Buyers who want a British family house, published prices, and traceable diamonds
£££ — reflecting expertise, exclusivity, or craftsmanship
Ready to visit Boodles?
Boodles welcomes walk-in visitors during opening hours at 23 Old Bond Street, W1S 4PZ. Book ahead if you want a consultant's undivided time.
Other jewellers to consider
We recommend visiting 2-3 jewellers before making a decision. These are worth comparing.
De Beers London
Diamond house, Bond Street flagship
Buyers who want a famous diamond name, published prices, and a natural-only guarantee
David Morris
Family jeweller with Bond Street workshop
Buyers who want a family-run London maker with its own workshop, and a ring made rather than bought off a shelf
Hirsh London
Family atelier, Mayfair townhouse
Buyers who want a handmade ring from a small family house, especially with a coloured diamond or gemstone
Queensmith
Showroom with on-site workshop
First-time buyers who want to try rings on, talk to designers, and watch their ring being made
Want the diamond without the name?
A certified diamond is the same grade wherever it's sold. See the Hatton Garden jewellers we review, and what the same stone costs there.
View all Hatton Garden jewellers