I am the selfie girl, choosing something for her 18th birthday. I am the divorcée, who can’t stand to wear any of his jewellery. I am the silver-haired couple who couldn’t afford a diamond all those years ago. I am more than the sum of my outfit, accent, skin tone, bank balance. Maybe I’m just looking to pass the time. Maybe I know exactly what I want. Whoever I am, I am more than I seem. I am my memories, my hopes, my dreams.
Boodles is a British family jeweller which over 6 generations and 200 years has grown from roots in Liverpool to a flagship store on Bond Street. Yet for many people they were still regarded as a ‘county jeweller with pretentions’ rather than a true luxury brand. We used storytelling in various forms to address those misconceptions.
An exceptional journey
We used narrative thinking to reposition Boodles as ‘Jewellers of Exception’, drawing on their long history to show they had the pedigree to stand tall amongst the best.
With every piece, a tale
With the assistance of performance poet, Francesca Beard, we helped their salespeople become better storytellers. No object speaks to us more than a piece of jewellery. So rather than selling in prosaic terms (carat, clarity, colour, and cut), we encouraged them to use poetry – spinning yarns that turned valuable pieces into objects of priceless sentiment. These ’sticky stories’ also lent consistency to how pieces were sold.
We also captured anecdotes of legendary service, and used them to encourage exceptional behaviours where ‘nothing was too much trouble’, in stark contrast to the haughtiness of too many luxury brands.
Boodles is now embarking on global expansion, embracing their past to ensure a sparkling future.