Editorial-focused site scores international shoppers in first week.

Boodles has launched a transactional website allowing shoppers to browse its stock and buy online for the first time at boodles.com.

The launch of the site, which delivers to Boodles’ global customer base, is part of a wider strategy to increase the jewellery retailer’s international sales. In its first week the site, which sells jewellery ranging in price from £500 to £200,000, has already secured online purchases from Hong Kong, New York and London.


Boodles enlisted luxury digital agency Illustrated London News (ILN) to handle the deployment of its new e-commerce platform, which is also rich in editorial content with features such as videos, blogs, news and shopping and style guides. ILN said that the editorial strategy for the site will include “commentary and contribution from the leading voices in the world of design through editorial, video, animation and original photography”.

For example, for the launch of the site ILN secured an interview with McLaren boss Ron Dennis on British design while a video offers an insight on Lewis Hamilton’s and Jenson Button’s views on the McLaren MP4-12C. It has also created an animation to celebrate Boodles’ Wonderland collection and a pictorial story created to show the perfect proposal.

Boodles marketing director James Amos said: “This is a milestone in the 214-year history of Boodles. Being at the forefront of fine jewellery innovation and design it was a natural step for us to seek to deliver best in class digital solution. We have been delighted with the partnership with ILN. We are known for our distinctive jewellery design, so we wanted a distinctive website that reflects our individuality. ILN’s rare mix of digital strategy, design, editorial, development and marketing in the luxury space has been invaluable.”

Garrett Dearey, head of agency and digital at ILN, added: “It has been fantastic to work with a client so steeped in heritage, but forward in thinking. Our brief was to make Boodles best-of-breed online and support this great British brand as it extends its reach online. The e-commerce platform provided us with the most stable of footings to embark on this journey, while the intensive content, social and search strategy will be key to successfully engaging with relevant international audiences.”