A new era at Boodles – Honour Wainwright on the legacy and future of luxury jewellery

By Coral Manson

Boodles, the quintessential British jeweller, has long been synonymous with exceptional craftsmanship, timeless elegance and a rich family heritage that stretches back over two hundred years. One of the senior leaders at the helm of this iconic brand is Honour Wainwright, the first female family member to join the company. I had the privilege of visiting the flagship Bond Street store to sit down with Honour, try on some of the breathtaking jewellery and delve into her journey – one that intertwines both personal history and a visionary approach to marketing. From her passion for sustainability to her commitment to elevating female representation in the luxury industry, Honour offers a fresh perspective on what it means to carry forward the legacy of a jeweller adored by royalty and collectors worldwide….

It was a significant moment in Boodles’ history to have you join the family business as the first female member. What does this milestone mean to you, both personally and professionally?

Joining Boodles felt incredibly special – not just as a professional step but as a deeply personal one. The business has always been such a big part of my life, so stepping into an official role felt very natural. While Boodles has traditionally been run by men for 227 years, it has also been shaped by incredible women, with many in senior leadership positions and influential roles across the company. However, it’s lovely to bring a female perspective to the Boardroom!

Before joining Boodles, you had a successful career at Condé Nast – how did that experience shape your approach to marketing in the luxury industry?

Condé Nast gave me an invaluable foundation in storytelling, creativity and understanding the nuances of luxury audiences. I learned the importance of emotion in marketing – how to create a sense of aspiration while keeping things authentic. Working across the digital titles at Condé Nast also prepared me for an ever-evolving digital landscape – something Boodles needs to stay at the forefront of.

As Director of Marketing at Boodles, what makes luxury jewellery marketing different from other sectors, and how do you keep Boodles’ voice exclusive yet relatable?

Luxury jewellery is so much more than a product – it’s about emotion, stories, sentiment and personal significance. The challenge is keeping that sense of exclusivity while still making people feel connected to the brand. At Boodles, we focus on storytelling, celebrating the stories behind every piece and stone. We want our customers to feel like they’re part of the Boodles story, too.

Boodles has always been a family-driven business, so how do you balance preserving the legacy while embracing new, innovative strategies for the brand?

It’s a constant balance between honouring our heritage and looking ahead to the future. The beauty of a family business is that there’s a deep-rooted sense of identity, which gives us a strong foundation. But we’re always evolving – whether that’s through digital innovation, sustainability initiatives or new design directions. The key is staying true to our values while being open to change.

The jewellery industry has been traditionally male-dominated, but what changes do you hope to see in the coming years, both within Boodles and the wider luxury industry?

There’s already been a shift, but I’d love to see even more women in leadership roles across the industry. Jewellery is so often bought, worn and loved by women, so it feels natural to have more female voices shaping its future. At Boodles, we’re focused on fostering talent across all areas – from design and our workshops to management – so that the next generation of leaders reflects the customers we serve.

Can you tell us more about Boodles’ “Peace of Mined” initiative and how it reflects your commitment to sustainability and traceability in jewellery?

“Peace of Mined” is about ensuring every Boodles diamond is fully traceable back to its source. Customers today care deeply about where their jewellery comes from, and rightly so. By working directly with trusted mines, we can offer complete transparency and reassurance that our diamonds are responsibly sourced. We need to know every step. I always use the phrase: “from mine to market!”

How important is storytelling in luxury marketing, and how do you ensure Boodles’ rich history and craftsmanship are reflected in your marketing efforts?

Storytelling is everything in our marketing. A beautiful piece of jewellery is only half the story – the meaning behind it is what makes it equally as special, in my opinion. At Boodles, we weave our heritage, craftsmanship and design inspiration into everything we do, whether that’s through our high value collections, icon collections or brand campaigns. It’s about making each piece feel like part of a bigger journey and chapter in our Boodles story.

What is your vision for Boodles over the next decade, and how do you see the brand evolving?

I see Boodles continuing to grow while staying true to its brand – exceptional craftsmanship, amazing customer experience and a sense of fun. We’ll keep evolving in areas like sustainability, digital marketing and international presence, but always with the warmth and integrity that make Boodles special.

With so many iconic collections at Boodles, what is your personal favourite piece of jewellery, and why does it hold special significance for you?

Hmm, tricky one! I’d have to say the Raindance ring – it’s such an iconic piece for Boodles and beautifully captures what we are all about. In 2010, it was selected to go into the V&A’s permanent jewellery hall as an icon of British jewellery design. We’ve recently introduced a version with exciting pink Argyle diamonds – this has to be my favourite piece in stock.

Finally, the one question we ask everyone! What is your favourite luxury?

Time…. or a nice holiday!

Discover the beautiful Boodles collection here.